The new era brings great opportunities to the development of rural tourism as well as new demands and challenges. Based on the observation of rural new phenomena, this study puts forward the key issues of rural tourism under the background of new era. The present paper, at first, respectively analyzes rural tourism operation mode in the digital economy from subjects’ digital poverty reduction and digital management of operation mode. Secondly, the paper explores rural tourism market development in the leisure economy from products innovation and market segmentation. Third, we discuss rural tourism entrepreneurship in the innovation economy from the entrepreneurial subject and opportunity, entrepreneurial form and effect, and entrepreneurial system and policy. Forth, we expound rural tourism poverty alleviation in the inclusive economy from the multi-dimensional poverty alleviation, comprehensive poverty alleviation area and co-construction of poverty alleviation paths. Fifth, we analyze the sustainable development of rural tourism in the green economy from the green production and green consumption. Then this paper points out that rural tourism need realize the transformation and integration of subjective and objective, the transformation and integration of resource view, and the transformation and innovation of institutional view. Finally, this paper puts forward an integrated framework of rural tourism. That is, rural tourism industry must rely on the supply and demand to promote each other, and pay attention to the supply and demand of rural tourism in the digital economy and leisure economy. The combination of supply and demand drives the innovation economy, so it is necessary to study the innovation and entrepreneurship of rural tourism. The innovation promotes the realization of poverty alleviation and sustainable development of rural tourism, and rural tourism poverty alleviation will eventually promote the overall sustainable development of rural tourism, thus we need to focus on problems of inclusive development and green development. This article is expected to promote the upgrading of rural tourism by deepening theoretical research and strengthening practice application.

Cruise ships have generated lots of waste during their ocean sailing and daily operations and caused environmental pollutions, which will continue accumulating and increasing due to their long time operations in specific areas. Out of the external pressure and their own social responsibility, cruise lines have already adopted positive environmental behavior to reduce cruise pollution and impacts. In order to encourage and urge cruise lines to improve their operation, environmental behavior credit rating has been introduced into environmental management as an effective tool, in which the cruise environmental credit assessment carried out by international organizations "Friends of the Earth"( FoEI ) is of international influence. This article selectes the data of cruise environmental behavior credit rating from 2011-2016 Cruise Ship Report Card released and published by FoEI, analyzes cruise company's environmental performance, and finds that the environmental behavior of different cruise companies and typical cruise line’s environmental behavior in different regions were of great differences. The article notes the differences in business goals of cruise lines and the pursuit of shareholder value leads to differences in their environmental behavior, and differences in laws and regulations, ecological environment and economic development among countries and regions through which cruise ships sail has led to various environmental behavior of cruise ships in regional different regions. Finally, the paper suggestes that cruise lines should adapt themselves to improving their environment behavior and keep their efforts continuously and more consistently on the global scale. At the same time external forces such as the government's policy incentives, the broad participation of social organizations, the public's responsible consumption and fair commentary, will create a favorable atmosphere for cruise lines to improve their own environmental behavior and promote each other so as to establish a social governance structure geared towards environmental optimization.

There has been a rapid growth of empirical research on job satisfaction in the hotel industry since 2000. However, there is little specialized research on how to measure it and few scholars review and rethink measurement methods in existing empirical studies. Considering that job satisfaction measurement in hotel industry has an important value on exploring its antecedent and outcome variables theoretically, and searching for initiatives to improve employee job satisfaction empirically, the study reviewed the concept and measurement of general job satisfaction at first. Currently, job satisfaction is defined from attitude and emotion aspects, and there are two main measuring methods including Single Global Rating and Summated Scale. Then the authors made a relatively detailed analysis and introspection of 30 foreign and 24 domestic quantitative studies about job satisfaction measurement in hotel industry published in 2000~2012 regarding measuring methods, measuring instruments, the question designs of instruments etc. Most domestic scholars tended to adopt the method of Summated Scale and develop the scale independently. Frequency of the two methods used by foreign scholars was almost the same, which means that it is still very controversial when choosing measurement method. Either way is not perfect. Although Summated Scale is facing more and more controversy and issues need to be addressed urgently, more and more scholars begin to use the two methods together in order to measure job satisfaction more accurately and then understand the key dimensions of it. However, this is just a temporary expedient and scholars still need to explore more accurate measurement methods. Finally, the authors made a brief analysis of the limitation of these papers and looked into the four possible development orientations in future: specialized measuring instrument of hotel industry development, psychological dimension construction, reliability and validity measurement, and cross-cultural measuring applicability. The study might provide references and enlightenment for relevant studies in the area of job satisfaction measurement in hotel industry.