The Study On The Marketing Development Of The Agritourism In Nanjing City

The depravation of environment and the increasing pressure of working and living during the last decades make people try to find a way to close the nature and relax themselves. Along with that, the agritourism has become one of the new tourism styles. The purpose of this thesis is to offer a theoretical and empirical approach to promote the development of agritourism by analyzing the tourist market of agritourism in Nanjing.In Chapter 1, the thesis starts with a question that how to define agritourism ,then gives the modes of agritourism now in china, summarizes the characters of agiritourism itself and its market and reviews the progress and recent advances in agritourism research made in china and oversea.Chapter 2 discusses the market supply of agritourism including the tourism resources, the mean of transportation, tourist service establishment and so on. Together with the brief introduction of the market supplies of agritourism in Nanjing, a systematic fuzzy clustering model is offered to evaluate the recent status of different districts of Nanjing.In Chapter 3, after analyzing the recent status and trends of the market requirements of agritourism, a total of 500 questionnaires from the domestic tourists and local people which are about of agritourists' consumer behavior were collected, processed and discussed. The result gives the answers of 3 questions: who are the potential tourists, when will the tourists have the trip of agritourism and how will they take this kind of trip.Basing on the analysis of the market supplies and market requirements of agritourism of Nanjing, Chapter 4 discusses the market segmentation and market position of agritourism of Nanjing.Chapter 5 gives some suggestion and offers some feasible measures of the further development of agritourism of Nanjing according to the recent statues and the characters of tourist market of agritourism of Nanjing.