Study On The Evaluation Of Chinese Leisure Agriculture-based On The Multiple Operation Patterns

Wi th constant social and economic development and expansion of urbanization, there is a rapidly increasing leisure demand among people for contacting the nature, returning to a simple life, engaging in farm works, experiencing rural culture and life. Under this background, the combination of leisure industry and agriculture is a necessity in the process of social development. Leisure agriculture’s functions cover multiple aspects such as economy, culture, education, recreation and environmental protection. Developing leisure agriculture has important significance for promoting rural development and construction, optimizing and adjusting agricultural and rural industries, increasing the employment and income of farmers, integrating and coordinating urban and rural areas. Developing leisure agriculture is not only out of the practical need to propel the construction of new socialist countryside, but also a cause that would be a coup on several levels that would benefit the country and people.The leisure agriculture industry on China had a late start in the end of 1980s. In just several decades, the number of leisure agriculture enterprises has seen a huge expansion, and some early sight-seeing agriculture operators begin transforming, and multiple operation types of leisure agriculture emerged and developed. The operation types of leisure agriculture in foreign countries experiencing gradual development for over 100 years have been reproduced in China within a short time. However, compared to the development of leisure agriculture in foreign countries, Chinese leisure agriculture has a series of issues such as unclear segmentation of operation type, chaotic positioning, identical products, imperfect evaluation systems and lack of normalized guidance by policies and regulations, etc. Currently, leisure agriculture in China has entered into a normalized development period overall, and the major focus for the development of leisure agriculture shall be shifted to improving the quality of leisure agriculture products and services and normalized development. In this case, it should learn the advanced experience from other countries to evaluate Chinese leisure agriculture. At present, the evaluation system of Chinese leisure agriculture e is not sound yet. There is only one evaluation system on demonstration site of leisure agriculture in china, and it utilizes the unified standard on the evaluation index. This standard is only suitable for the large leisure farm and it does not apply to other forms of leisure agriculture. Therefore, based on investigating into and segmenting the operation types of China leisure agriculture, targeting the features of each operation type of leisure agriculture, this paper establishes accurate and practical evaluation system for Chinese leisure agriculture, which is one of the key issues to be solved.This paper is based on the existing research results and it will do a deep and detailed study on the main topic which is the evaluation of leisure agriculture in our country.First of all, this paper defines the relevant concepts and theories and defines such definitions of leisure agriculture, leisure agriculture’s operation type, providing clear thoughts for following composition of the paper. This paper sorts out the theoretical framework mainly including operation type evolution theory, leisure consumption theory, sustainable development theory and comprehensive evaluation theory.Secondly, the successful experiences of countries or regions doing well in leisure agriculture development such as Japan, Germany and Taiwan are analyzed and used for reference in the paper to reflect the development process of Chinese leisure agriculture and existing issues through comparative analysis. These analyses will be the practice bases in the subsequent research.Thirdly, this paper surveys the operation types of Chinese leisure agriculture generally and sorts out the operation types, and the research picks up some typical types and study on them. The segments of the operation types are based on such survey. Chinese leisure agriculture could be segmented to 10 major operation types, namely, municipal farm, picking farm, agricultural model park, leisure state farm, leisure forestry, leisure ranch, leisure fishery, leisure farm, accommodation farm and folk village. Each operation type of leisure agriculture has differences in terms of major products and services, locations and target markets, etc. And evaluation on the operation types shall be based on target indexes selected according to the features of each operation type of leisure agriculture.Fourthly, on the basis of predecessors’ research results, this paper conducts studies and comprehensive evaluations with the operation type segmentation-based Chinese leisure agriculture evaluation index system which, upon repeated amendment, argument and verification, includes 7 dimensions of indexes:location characteristics dimension, planned layout dimension, infrastructure dimension, product characteristics dimension, ecological environment dimension, operation management dimension and functional benefit dimension. These 7 dimensions include 26 basic evaluation indexes, and special indexes taking the characteristics of each operation type of leisure agriculture into account are added and adjusted. Further more, this paper comprehensively uses Analytic Network Process (ANP), semantic differential (SD) method and fuzzy comprehensive evaluation (FCE) method to segment the grades of leisure agriculture according to comprehensive evaluation values, and takes LvJiaWeiZi farm as an example to unfold empirical analysis. Enterprises of each operation type of leisure agriculture could use the results for self-evaluation am scientific development, and administering authorities of leisure agriculture could also supervise and manage leisure agriculture enterprises accordingly and further promote sustainable development of leisure agriculture.Finally, focusing on the problems existing in the leisure agriculture development in our country and drawing lessons from successful experience of other countries and regions, this study puts forward the specific measures which could promote and standardize the development of leisure agriculture in china from the national government perspective, industry perspective and enterprise perspective respectively.