Abstract: Natural, humanitarian and diversified, rural tourist destinations can attract a lot of visitors. Due to limited development level and poor accessibility, most of these destinations attract only a small number of visitors. These off-the-beaten-track tourist attractions become niche destinations and their sustainable development is in doubt. Jiuwuji, Luoping County is one of them. Eco-protection policies, restricted accessibility, poor accommodation capacity and lack of marketing effort and other factors make it difficult for it to maintain continuous development. To overcome these difficulties, countermeasures and implementation paths are proposed, including identifying and highlighting unique tourist scenes, displaying elements of ethnic folk culture, commercializing tourist operations, cultivating signature rural tourism traits, constructing unified pan-area rural tourist network, and resorting to help from Internet+ publication and marketing platforms while strictly complying with eco-protection policies. Only in this way can sustainable development of these niche rural tourist destinations be guaranteed.

Key words: rural tourism, niche destination, Jiuwuji,Luoping County, sustainable development