Study On The Agritourism Development Strategy In The Three Gorges Reservoir Area Of Chong Qing

With the rapid development of the society and the acceleration of the urbanization process, the living environment is getting worse and worse, bringing down the life quality of the day. Therefore, more and more urbanites, more frequently tour the rural areas for alleviating the stress caused by the deteriorated environment. Not only various delicacies they can enjoy there but also they can relax through a series of special immersion programs. As the demand grows, agritourism has rapidly developed in recent years. Nowadays, the rural China is beset with various problems such as single product structure, poorer income, environment pollution; etc.All of these problems needs to be solved urgently. In answer to the call of building a new socialist country and accelerating the integration of urban and rural areas, the central committee, the state council and the national tourism administration, together with local governments and departments at all levels actively promote agritourism nationwide.Based on the actual conditions and relevant supporting policies, the thesis, both qualitatively and quantitatively, analyzes the ways to develop agritourism under the guidance of the theory of industry convergence, the theory of sustainable development, the theory of agriculture location and the theory of the coordinated development of urban and rural areas. In the first part, the author gives an overview of the history of agritourism theory study, advances the concept of agritourism, presents an analysis of the agritourism development within the reservoir area in light of experience from home and abroad and sums up five agritourism products; In accordance with the questionnaire survey, the author uses a SWOT matrix to better locate the industry target, segment the market in detail and further figures out the consumer behavior in the second part; In the last part, the author designs a development model for agritourism, and provides suggestions about/for the area economic development from ten aspects, including idea, strategy design, law and policy, administration mechanism, investment and financing system, environment optimization, feature product manufacturing, sales publicity, personnel training and sustainable development.