Research On The Development Strategy Of Leisure Agri-tourism In Jiexi County

Based on agriculture and targeting at city tourists with a view of leisure and by the medium of service, leisure agri-tourism is a combination of agriculture and tourism, that is, a new-type industry of primary industry and tertiary industry. As an industry, it first began and developed earlier in western developed countries and then developed rapidly all over the world in the early 1960s. Taiwan is the earlier region which explored leisure agri-tourism in China in the 1960s. In the late 1980s,with the fast development of economy and the steady improvement of people's living standards and the increasing demands for tour and vacation, agriculture tourism developed rapidly.Firstly, this article summarizes the general background and relevant bibliographies research of the development of leisure agri-tourism. In terms of the basic theory, it mainly makes a definition of the basic concept of leisrue agri-tourism, and also puts forward the significance, content and methods of the research purpose and development models and strategies of the present leisure agri-tourism. Secondly, it also analyses the outside environment, the inside environment and SWOT about developing Jiexi leisure agri-tourism. On the basis of summing up the developing situations and trends of leisure agri-tourism at home and abroad, it does a research on the regional economy, development situations of tourism and the distribution of leisure agri-tourism resources in Jiexi. It also analyses the advantages and disadvantages, opportunities and risks of developing leisure agri-tourism in Jiexi to fully demostrate the feasibility of developing leisure agri-tourism in Jiexi. Thirdly, according to the characteristics of Jiexi tourism resources, the combination relationship of resource space, zones and transportation conditions and regional structural characteristics of tourism functional levels, it analyses the strategic positioning, market positioning, layout distrubiton and the design orientation of tourism products of developing leisure agri-tourism in Jiexi. Finally, this article analyses the organization and management security, operation risks and strategies and the expected revenue of developing leisure agri-tourism in Jiexi.With the increasing improvement of urbanization levels, the contradictions between tourism activities and environment become more and more serious that lead to the change of people's ideas. Appreciating nature, getting close to nature and returning to innocence have become a new lifestyle which people pursue. The finding shows that Jiexi,as an agricultural-economy-oriented mountainous area , develops leisure agri-tourism in various forms and content, which not only meets the needs of socioeconomic development, especially the needs of agricultural economy development but also meets development trend of present leisure vocation.