| The leisure sightseeing agriculture originated from the 1830s's Europe, which has a history of 160 years. By the beginning of the 1990's, China tourism become more and more prosperous. Today with our country urbanization advancement speeding up unceasingly, urban agrotourism is very important to satisfy the citizen's requirements, build a socialist new countryside, and speed up of urban-rural integration. Chengdu has paced the whole nation in the development of city agriculture agritourism. After 20 years development of agritourism, Chengdu has formed many types of agent-marketing modes, Nongke village in PiXian, ShanQuan town in NongQuanYi are the typical the government-led rural-farmers' management model and Sansheng village is the typical enterprise input with rural-farmers' management model.This paper presents a thorough study of these 2 typical models, based on three typical areas to analyzes two kinds of business model effectiveness of operation, development characteristic and famer-households'benefits contrastively, to propose industrial strategy of agri-tourism which are suited for Chengdu.This research uses multiple research methods,such as:the rapid assessment, the interviews with key person, point integration with square, making key outstanding. chosing 90 typical households,600 passengers in the three studies areas, and using the forum, a structure of the interviews, questinnaire, retrieves the document and son on to study the agribusiness benefits in targeted areas, and investigate the satisfaction of the comprehensivly.(1) Investment subject for the 2 models play the decisive effect to its management development strategy.The main investment subject of independent management of rural-households is farmers As the main body of independent management main features include be autonomy and diversification big difference in scale and level. But this form can largely reduce the financial burden of local government, which takes up 30% or so in Chengdu.The main investment subject of the government-led rural-farmers' management entities is still the farmers, government must take responsibility for late-stage of infrastructure construction, the planning and propagandizing of the scenic areas. It shows that business expanded rapidly and the propaganda strategy tended to-reach perfection.Government can summarizes the issues and maintaining solutions to resource integration put forward. Thus the regional economy can be promoted harmonious growth, which takes up 35% or so in Chengdu.The enterprise input with rural-farmers'management which the government can be the main investor in the early of infrastructure construction, the planning and propagandizing. But during the term of operation, the investment subject changes into the businesses and farmers. This form can ensure the scientific of early plan. Then government can consider any problem that may come along. At the same time, enterprise become normalization and standardized. The burdens on farmers are reduced, but this form put great pressure on public finances In the initial period, which takes up 25% or so in Chengdu.(2) In the 2 kinds of operation mode, the government plays a different role. The difference will has significant influence on infrastructure construction, overall packing design promotion and tourism development planning. It's an important factor to ensure development that direct to be scientific, normative and standard. According to one survey, Agritainment amount to be 45 in Pixian NongKe village, which includes 12 star agritainment, are in proportion to 26.7%; Agritainment amount to be 240 in LongQuanYi Shanquan village, which includes 56 star agritainment, are in proportion to 23.3%; Agritainment amount to be 302 in Sansheng village, which includes 245 star agritainment, are in proportion to 81%. standardization degree of the two business model can be reflected by the proportion of star agritainment,which shows that enterprise input with rural-farmers'management model is higher.(3) Each operation mode has obvious difference in scope of business, service quality, the condition of tourism in different seasons, and the structure, model, and migration times, economic effect of tourists. It can be concluded that annual income reaches 827000 Yuan of medium scale households in NongKe village, annual income is 686800 Yuan of medium scale households in nongquan taoyuan village,whereas the households' annual income in Sansheng village stays between 180,000 and 260,000.(4) Each operation mode has unprecedented opportunity and challenge for the development. In considering the threats and advantages, we must develop advantages, and seize opportunities to realize continuous operation and development. |
PDF Full Text Request