1. What do you mean by leisure agriculture and rural tourism?
1. What is leisure agriculture?
What is rural tourism?
What is rural tourism?
2. The main types of rural tourism
3. The significance of developing rural tourism
2. What about rural tourism and rural tourism? Case)
Third, how to develop rural tourism.
First, the meaning of leisure agriculture and rural tourism
1. What is leisure agriculture? What is rural tourism? What is rural tourism?
Traditional agriculture only has the function of supplying food and raw materials. Leisure agriculture is completely different from it.
Leisure agriculture is a new industry that uses agricultural landscape resources and agricultural production conditions to provide sightseeing, leisure, sightseeing, vacation and other services for urban tourists. Agriculture and tourism are combined, and primary industry and tertiary industry are combined.
Rural tourism is another name for leisure agriculture, which is intuitive and easy to understand.
(pay attention to rural tourism! )
Features:
(1) Rural tourism is a new mode of agricultural management, production, life and ecology;
(2) Rural tourism product is a service commodity. Its production is market-oriented, and its core value is service quality, not specific fruits and vegetables. Whether the customer is satisfied or not depends on the sum of all the feelings in the whole process (completely different from previous agricultural products! );
(3) Rural tourism resources are rich and diverse, including crops, fruit trees, vegetables, aquaculture, houses, ditches, roads, farm tools, traditional labor techniques, handicrafts, solar activities, daily necessities, weddings and funerals, etc.
(4) Farmers in rural tourism belt take family as the basic reception and business unit;
(5) Rural tourism is for profit.
The concept of rural tourism
Definition: Rural tourism refers to leisure, sightseeing, experience, learning and other tourism activities with rural customs, customs, rural-related scenery and farming as attractions.
The forms of rural tourism activities include: eating farmhouse meals, staying in farmhouses, doing farm work, enjoying farmhouses, watching farm scenery, buying farm goods, following farm customs and using farm furniture.
What is the relationship between rural tourism and rural tourism?
Rural tourism is an industry that serves rural tourism.
2. The main types of rural tourism:
There is no uniform standard for the classification of rural tourism, which can be divided into the following five types according to different regional location, resource base, investment subject, experience type and rural characteristics:
The first category, leisure and entertainment in urban suburbs. This is the most basic, universal and numerous form of rural tourism. Generally in the suburbs of the city, the transportation is convenient, and these tourists can be provided with accommodation services and complete entertainment facilities. For example, farmhouse music in Chengdu, Fontaine in Thailand, in the mood for love.
The other party randomly surveyed 300 tourists:
18% comes from Taian and Jinan, and 20% and 32% come from other counties and cities in the province, accounting for 70% in total.
53% went to road trip.
67% people are between the ages of 20 and 39.
Income below 3000 yuan accounts for 66%.
75% people plan to stay for one day.
The second category is the accommodation reception around the scenic spot.
This type is generally located around famous scenic spots, which is unattractive in itself and does not need too many tourist service facilities and landscape transformation. Relying on tourists from major scenic spots to carry out tourism activities and provide accommodation services and local specialties for tourists. These parks and major tourist attractions are complementary, mutually source of tourists and develop harmoniously.
There are good geographical conditions around Mount Tai to develop this kind of farmhouse music. The third category is sightseeing agriculture.
In the suburbs of the city, tourists are provided with sightseeing projects to learn agricultural knowledge, experience farming culture and participate in farming activities. Tourists can engage in different agricultural activities.
For example, leisure farms, fruit picking gardens, tea gardens, leisure fishing grounds, agricultural education parks, agricultural science demonstration parks, etc.
The fourth category, folk culture, characteristic residential types.
It refers to attracting tourists with unique local folk customs and houses. This type is mainly folk villages and ancient villages.
Attracting tourists with beautiful rural scenery. Take advantage of Tian She, fruits and nearby rural scenery to attract many city tourists. Eat farmhouse meals, taste agricultural products, live in agricultural products, entertain agricultural products and buy agricultural products to meet the needs of citizens.
For example, Longji terraces in Longsheng County, Guangxi. Wuyuan in Jiangxi Province is considered as the most beautiful village in China.
3. The significance of developing rural tourism
(1) Increase farmers' employment. Add a new job; Low requirements for new technologies and low employment threshold.
(2) Increasing farmers' income will help farmers get rich. Low investment threshold; The operation cost is low.
(3) It is beneficial to fully develop agricultural resources and adjust and optimize the industrial structure. Extend the agricultural industrial chain and promote the development of rural transportation, catering, accommodation, commerce and other service industries.
(4) It is conducive to improving the appearance of villages and promoting the improvement of rural civilization. Through the exchange of personnel, information, science and technology and ideas between urban and rural areas, urban people can have a deeper understanding of rural areas and agriculture, strengthen urban support for rural areas and agriculture, promote the improvement of rural civilization and realize the coordinated development of urban and rural areas.
(5) Conducive to the construction of new socialist countryside.
2. What about leisure agriculture and rural tourism? (case)
1. Development of leisure agriculture at home and abroad (textbook P.14-)
Famous rural tourist areas:
On April 12, 2005, at the opening ceremony of the first China Rural Tourism Festival, Qiaoyuan Leisure Center in Nongke Village, You 'ai Town, Pixian County, Chengdu was recognized as the first farmhouse in China by the National Tourism Administration.
Rural tourist areas that have developed rapidly in recent years;
Jiangxi Wuyuan.
Longji Mountain, Longji Terrace Tourist Area, Heping Village, Heping Township, Longsheng Autonomous County, Guangxi, China, on foot.
2. Present situation of rural tourism development in Shandong Province.
At the beginning of reform and opening up, folk tourism in Shijiazhuang village of Weifang was the first in China. Since then, farmhouse music and fisherman's music have been widely developed in many places.
Fishermen happily launched Wangjiazao Village, the most prosperous village in Rizhao, and every household engaged in tourism during the fishing moratorium. The average annual income of households in the whole village 106 exceeds 40,000 yuan.
Yishui County is located in the hinterland of Yimeng Mountain. Since 2002, tourism has been identified as a pillar industry. Yishui geological wonders eco-tourism area has been developed. In 2003, the county received 265,438+million tourists, with a total tourism income of 760 million yuan.
Shandong pays attention to folk ecology, which is the earliest and most in China. For example, Weifang International Kite Festival, Heze Peony Flower Festival, Qingdao Sugar Ball Festival, Taishan International Mountaineering Festival and Rongcheng International Fisherman's Festival have attracted more and more tourists. In 2004, Shandong established the first batch of 26 agricultural tourism demonstration sites, ranking first in the country. At present, Shandong has established 55 national agricultural tourism demonstration sites and continues to lead the country.
Shandong is rich in rural tourism resources.
1. Unique rural natural scenery. Charming sunshine, waves and beaches in Qingdao, Yantai and Weihai; The vast plains represented by Heze, Jining and Dezhou are green; Taian, Linyi and other mountain villages characterized by mountains and hills.
2. Colorful rural customs. Mainly in festivals, customs and so on. Such as Mount Taishan Mountaineering Festival, Weifang Kite Festival, Jinan Qianfoshan Temple Fair, Heze Cockfighting and Sheep Fighting Competition, Zibo Lantern Festival, etc.
3. Interesting local culture and art, cooking flavor, etc. For example, Yangjiabu New Year pictures in Weifang, Bruhu in Jinan, Jin Lu handicrafts in Juancheng, wickerwork in southern Shandong, clay figurines and cotton figures in Heze, etc. Confucius and Manchu banquet and Qingdao seafood, etc.
4. Rural labor force with traditional characteristics. The ancient farming and working methods still remain in remote villages, and some areas are even in the primitive working stage. Under the influence of modern civilization, they have a new strong attraction for tourists. Such as donkey and horse grinding, old cow grinding, wood weaving, handcart, small grinding bean curd, catching crabs, driving ducks, driving cattle and sheep, etc.
3. There is a general lack of planning and planning. Many projects are launched blindly.
4. Lack of tourism talents, single management mode, chaotic management and irregular service. Rural tourism managers are relatively few and lack systematic and effective training. In fact, many of them are village cadres or local farmers. The quality of employees is generally low, and their management is extensive, which has fallen into a vicious circle of neglect of management, low quality and low income, which has seriously restricted the development of rural tourism.
3. There is a general lack of planning and planning. Many projects are launched blindly, and the humanistic traces are too obvious in the development, and the urbanization tendency is obvious, which impacts the local folk culture and affects the characteristics of rural tourism.
4. Lack of tourism talents, single management mode, chaotic management and irregular service. Rural tourism managers are relatively few and lack systematic and effective training. In fact, many of them are village cadres or local farmers. The quality of employees is generally low, and their management is extensive, which has fallen into a vicious circle of neglect of management, low quality and low income, which has seriously restricted the development of rural tourism.
Problems in the Development of Rural Tourism in Shandong Province
1. I don't I don't know much about rural tourism. Most rural tourist attractions are purely agricultural sightseeing, and most rural tourism products fail to truly reflect all aspects of rural tourism.
2. The development and operation of rural tourism are scattered, the brand effect is poor, the scale is small, and the brand awareness of operators is weak. One-sided emphasis on the development of rural natural resources, while ignoring the development of local culture, rural folk customs and other cultural connotations.
Weifang Yangjiabu New Year Picture Kite Folk Custom
Weifang kites originated in Yangjiabu village in the early Ming Dynasty. At that time, the villagers had the carving technology of woodcut New Year pictures, and used their spare time every spring to draw various patterns with paper and pigments printed on New Year pictures to make kites. At first, it was just for entertainment or gifts to relatives and friends, and later it gradually developed into a commodity. During the Qianlong period (1736- 1795), kites had become an important local handicraft industry.
In the Ming Dynasty, Weifang kites were mainly board kites, and then gradually formed a series of shapes, mainly hard-winged kites, with a long string of centipedes as the most (more than 360 meters long), with smart soft-winged kites and grotesque tube kites, as well as stories about people, animals, fish and insects. Although its binding method is simple, ranging from three pieces of bamboo to seven pieces of bamboo, it pays attention to the uniformity of bamboo pieces, the symmetry of skeleton, the knot of center of gravity, simple image, bright colors and strong contrast. It has the characteristics of smooth takeoff and high flying height.
At present, there are nearly 100 families specializing in kites in Xiyangjiabu village, with more than 300 kinds of kites and an annual output of nearly one million kites. However, in recent years, due to the consideration of production cost, the traditional cultural connotation has been ignored, and nylon cloth and carbon steel pipe have been used instead, losing the traditional skills and local characteristics of Weifang kites.
Third, how to develop rural tourism.
According to the urban development planning or rural tourism development planning.
1. Discover, recognize and create rural tourism resources.
Divergent thinking exercise (brainstorming): Think about it, which one of the rural production and life may be attractive to urban tourists?
2. Preparation before the development of rural tourism projects (page 27 of the textbook)
(1) Location of Tourism Project
(2) social environment survey
(3) regional economic survey
(4) resource investigation
(5) Tourism market survey
3. Development of rural tourism projects
(1) project positioning-project positioning, landscape characteristics positioning (main landscape), tourist market positioning, product function positioning, service facilities positioning, key subprojects positioning, development subject positioning, management subject positioning and development opportunity positioning.
(2) Design and development of rural tourism products.
The project design is-farmhouse, tourist village, leisure agricultural park (field), ecological park, ethnic customs park, etc.
Design and planning of tourist routes
4. Rural tourism marketing
Who are our competitors?
Why marketing?
Who will do the marketing?
Is there a clear image of rural tourism?
Who are our customers? (market segmentation)
From 20 10 to 20 10, the first stage is a newly opened tourism market, which is mainly for sightseeing, including six elements: food, shelter, transportation, shopping and entertainment. The second stage includes urban leisure, rural micro-vacation and cultural leisure experience of sightseeing products. The third stage is quality leisure consumption and quality sightseeing, focusing on the theme experience of characteristic culture, which is currently undergoing transformation. The fourth stage is extensive cultural tourism.
According to official data, more than 80% of the scenic spots in China are sightseeing spots, and the proportion of leisure scenic spots is only about 20%. However, according to the statistics of china tourism academy, more than 50% of travel demand is leisure demand, which forms a very serious mismatch between supply and demand with 20% of leisure tourism products. This also explains why the growth of traditional scenic spots and hotels has stagnated, and why the market of leisure and holiday products such as Nianhuawan Town and Kaiyuan Senbo has grown very rapidly, because consumer demand has changed.
: 22. Summary of the present situation and trend of leisure tourism development.
The training goal of landscape architecture engineering specialty is to cultivate compound professionals with interdisciplinary knowledge such as natural science, engineering technology, engineering economy, humanities, urban and rural planning, master the knowledge and skills in landscape planning and design, landscape engineering construction and management, landscape plant cultivation and application, and have a certain sense of innovation. The undergraduate course of landscape engineering is four years, and the graduates are awarded the bachelor's degree in agriculture.
Landscape engineering majors mainly study landscape dendrology, floral science, landscape dendrology, urban ecology, landscape ecology, landscape history, landscape planning and design principles, landscape planning and design, landscape design, landscape engineering, landscape preliminary design, landscape drawing, plant landscaping, ecological landscape planning, landscape construction and management.
Employment direction of landscape engineering: Graduates of this major can engage in management, teaching and research in landscape architecture planning and design, landscape engineering construction and management, landscape plant cultivation and application in real estate development units, design institutes, cost consultation, urban construction departments, landscape departments, scientific research institutions, universities and other enterprises and institutions.
1, public green space construction has a great demand for landscape engineering talents;
With the improvement of the quality of municipal landscape work, people have a strong demand for excellent landscape engineering, so the construction of public garden green space has a great demand for landscape engineering talents.
2. The ecological restoration project has a great demand for landscape engineering talents:
With the development of cities, new towns, beautiful countryside and rural complexes, the demand for seedlings in ecological restoration areas is very strong, including abandoned mining areas, suburban parks and village greening. Therefore, in the field of ecological restoration and rural greening, landscape engineering talents are of great use.
3. Real estate development and villa courtyards have great demand for landscape engineering talents:
With the improvement of people's quality, the improvement of people's living standards and the trend of diversified garden development, the existing types and ornamental characteristics of real estate seedlings can no longer meet people's growing material and cultural needs. Many students who sell school districts, save energy and area have switched to selling scenery. For example, important buildings, villas and courtyards have high requirements for landscape. Therefore, in the field of real estate development and villa courtyard, landscape engineering talents are of great use.
4. The demand of industrial integration for landscape engineering talents;
In the era of resource integration, the landscape industry is moving towards a compound development path. From the transformation route of major listed landscape enterprises, the traditional landscape industry has gradually merged with ecological restoration, leisure tourism, culture and education, health care and other industries. Therefore, the integration of industries is of great use to landscape engineering talents, and there will be an unprecedented broad world.
3. Discuss the characteristics and advantages of leisure tourism market.
Hugh: Hugh Xi An: Rest, rest.
Holidays; holiday
Idle: busy: idle.
Go out for a stroll.
Live idly.
Idle people.
Stay idle.
international date line
4. What are the characteristics of leisure tourism market?
Leisure fishery: combine fishermen's lifestyle and working style with tourism, and make tourists really close to fishermen's life, enjoy natural and simple fishermen's customization and give guests a brand-new experience by transforming fishermen. Through cooperation with fishermen, tourists can cast nets, stop fishing, collect nets, catch fish, taste fresh fish and experience the fun of sea fishing. In the reservoir area far away from the city, cage fish farming, boating, boating and fishing can be carried out. Form a large-scale leisure and entertainment place integrating breeding, viewing, fishing, catering, tourism, accommodation and recuperation. As a new industry of fishery economy, leisure fishery has developed rapidly in China in recent years, with good benefits and great potential. Therefore, the development of leisure fishery should be brought into the overall pattern of economic and socialist new rural construction, and new measures for the development of leisure fishery should be carefully studied and formulated to promote the construction of new fishing villages. According to statistics, among the population of 654.38+03 billion in China, more than 90 million people like fishing, and the State Sports Commission has officially included fishing in the outline of the national fitness plan for promotion. As a big fishing country, if every fisherman consumes 200 yuan every year, there will be a big market of 20 billion yuan every year. At present, leisure fishing is very popular. The total output value of recreational fisheries in the United States has surpassed that of traditional fishing fisheries, accounting for 60% of the total output value of fisheries. The combination of leisure fishery and tourism in Southeast Asian countries has formed a rich fishery. China is rich in inland water and fish resources, and many rivers, lakes and reservoirs have beautiful scenery; In addition, the coastline10.8 million kilometers and more than 6,500 islands are superior in natural environment, which is more suitable for developing recreational fisheries. China is located in the north temperate zone and subtropical zone, suitable for long-term leisure tourism, especially in the southeast coast, and suitable for 8~9 months of sea leisure, entertainment and fishing. There is a broad market for developing recreational fisheries.
5. Analysis on the development of leisure tourism market in China.
Cycling, traveling, shopping, dinner, camping.
It's a good way to have fun as long as you like.
I like traveling very much. I feel very relaxed when I go to nature to breathe fresh air. I look forward to every trip. There are so many great rivers and mountains in China, I'm afraid I won. I can't see them. I'm afraid I'll miss these beautiful scenery, so I must travel early.
6. Try to describe the current situation of leisure tourism commodity development in China.
(A) Ancient tourism
In primitive society, human migration is for the purpose of making a living, or because of natural reasons, people are forced to leave their usual place of residence and settle in a new place (such a struggle for help).
The conscious travel activities of human beings originated from the end of primitive society. It came into being with the rise of commercial activities. With the production and demand of goods, the geographical area of exchange in other regions is expanding, and people need to know that there is a demand for traveling and doing business or going out to exchange products in other regions. This kind of travel developed rapidly in slave society.
During this period, various non-economic tourism activities were carried out one after another, such as the parade of emperors and generals, the roaming of literati, the study of aristocratic children, the pilgrimage of religious believers, scientific investigation and so on. However, due to the small number of participants, it has no universal social significance.
7. Basic characteristics of tourism market
First, the concept: all kinds of natural and cultural objects or other factors that can attract tourists to have tourism motivation and may be used to carry out tourism activities can be called tourism resources.
Two. Classification: 1. Reason. It refers to the basic reason and process of the formation of tourism resources. For example, humanistic tourism resources are formed by human factors; Natural tourism resources exist in nature and are formed by natural reasons. 2. attributes. Attribute refers to the characteristics of an object, including state, action, relationship, etc. The attribute of tourism resources refers to the nature, characteristics, existing form and state of tourism resources. Such as historical sites, ancient buildings, tombs, gardens, religious culture, towns, social customs, literature and art, etc. In humanistic tourism resources, due to their different attributes, they can be divided into different categories. 3. Function. The function of tourism resources refers to the function and utility that tourism resources can meet the needs of tourism activities, such as sightseeing function, leisure function and holiday function. Some tourism resources can meet the needs of various tourism activities, so they have various tourism functions. According to the different functions of tourism resources, tourism resources can be divided into different categories such as sightseeing, health care, shopping and participation. 4. Time. Tourism resources can be divided into different categories according to the time of their formation. For example, architectural tourism resources can be divided into ancient architecture and modern architecture according to the different time of their formation. 5. others. According to the different purposes and requirements of classification, there may be other different classification basis, such as development and utilization, management level, quality of tourism resources, etc. 6. Classification, Investigation and Evaluation of Tourism Resources A was issued by the General Administration of Quality Supervision, Inspection and Quarantine in 2003. According to the different nature of tourism resources, it can be divided into 8 categories. They are the main categories of landscapes, waterscapes, biological landscapes, astronomical and climatic landscapes, sites, buildings and facilities, tourist commodities and human activities. B2. According to the nature, form, functional characteristics and cultural connotation of tourism resources, it is further divided into 3 1 subcategory and 155 subcategory. For example, landscape can be divided into five sub-categories: comprehensive natural tourist destination, sedimentation and structure, geological and geomorphic process, natural change relics and islands and reefs. The subtypes of geological and geomorphic processes can be divided into 14 basic types, such as convex peak, single mountain, peak cluster, stone (soil) forest, strange stone and pictographic stone, rock wall and fissure, canyon section, gully, Danxia, Ya Dan and rockfill cave.
8. What are the characteristics of the leisure tourism market?
What is the trend of leisure tourism in beautiful countryside?
brief introduction
Rural tourism refers to all tourism, leisure and holiday activities that take place in rural areas with rural landscape, culture, industry and elements as the attraction and natural ecology as the background. In recent years, China's rural tourism economy has been generally stable, with strong consumer demand, sustained investment growth, relatively prosperous industrial operation and accelerated transformation of development mode.
In recent years, China's rural tourism has flourished, the industrial scale has steadily expanded, the types of development subjects have been diversified, the industrial layout has been gradually optimized, and the development mechanism has been continuously innovated. At present, rural tourism has changed from sporadic distribution to cluster distribution, and the spatial layout has expanded from urban suburbs and scenic spots to more areas suitable for development. The number of leisure agriculture and rural tourism visitors in China increased from 800 million in 20 12 to 3 billion in 20 18, with an average annual increase of 30%. Operating income increased from 240 billion yuan in 20 12 to 800 billion yuan in 20 18, with an average annual growth rate of 27%. In the first half of 20 19, the total number of rural tourists in China reached 15 1 billion, up by10.2% year-on-year; The total revenue was 0.86 trillion yuan, a year-on-year increase of11.7%; By the end of June 2065438+2009, the total number of rural tourism professionals in China was 8.86 million, up 7.6% year-on-year. It can be seen that the status and role of rural tourism in rural economic development are gradually strengthened, and the role of rural tourism in stimulating leisure agricultural economy, promoting social employment and upgrading culture and environment is increasingly apparent.
On June 6, 20 19, the General Office of the Ministry of Culture and Tourism and the General Office of the National Development and Reform Commission jointly issued the Notice on Launching the List of National Rural Tourism Key Villages, aiming at implementing the rural revitalization strategy, vigorously promoting the high-quality development of rural tourism, optimizing the supply of rural tourism, and selecting a number of villages (including administrative villages and natural villages) that are in line with the development direction of culture and tourism, have high levels of resource development and product construction, and have typical demonstration and leading roles. 2065438+On July 26th, 2009, the Ministry of Culture and Tourism and the Agricultural Bank of China jointly issued the Notice on Financial Support for the Construction of National Rural Tourism Key Villages to promote the high-quality development of rural tourism in the new era. 2065438+On August 23rd, 2009, the General Office of the State Council issued the Opinions of the General Office of the State Council on Further Stimulating the Consumption Potential of Cultural Tourism, pointing out that it is necessary to actively develop leisure agriculture, vigorously develop rural tourism, implement quality projects of leisure agriculture and rural tourism, cultivate a number of beautiful leisure villages, and launch a number of demonstration counties of leisure agriculture and key villages of rural tourism.
At the same time, driven by strong market demand, the investment scale of rural tourism is also expanding. Investment has developed from relatively simple products such as sightseeing agriculture to comprehensive formats, and investment in leisure farms, characteristic towns, rural folk customs and boutique hotels has grown rapidly. This fully shows the strong vitality and broad development prospects of rural tourism.
China Investment Corporation issued the Report of 20 19-2023 on in-depth investigation and investment prospect prediction of rural tourism industry in China, with a total of 14 chapters. Firstly, the basic concepts, development forms and planning principles of rural tourism industry are introduced, and then the development environment and current situation of rural tourism at home and abroad are analyzed. Subsequently, the report analyzes the rural tourism in key areas of China. Finally, the investment status and prospect trend of rural tourism in China are scientifically analyzed and predicted.
The data of this research report mainly comes from the National Bureau of Statistics, the Ministry of Culture and Tourism, china tourism academy, China Investment Industry Research Institute, China Investment Industry Research Institute Market Research Center, domestic and foreign tourism industry associations and key publications. The data is authoritative, detailed and rich. At the same time, through professional analysis and prediction model, the core development indicators of the industry are scientifically predicted. Or your company wants to have a systematic and in-depth understanding of the rural tourism industry, or want to invest in rural tourism-related industries, this report will be an indispensable and important reference tool for you.