The Research And Strategies On The Development Of Modern Leisure Agritourism In Wenzhou

Agritourism is a type of new industry which integrates modern Agriculture and Tourism industry. Along with the transformation of consumption concept and the popularity of Green Tourism concept, Leisure Agritourism becomes more and more popular. This industry helps the development of village economy and the industry innovation. As with the central government, all localities now have promulgated several policies to stimulate its development. Recently, this industry has been developed rapidly in Wenzhou. This dissertation integrates the existing theories and studies the factors which produce an effect on the development of Wenzhou Leisure Agritourism, then build the research framework and methods.Firstly, this dissertation studied on the history of Wenzhou Leisure Agritourism and summarizes seven types of this industry, which are Sightseeing and Tasting, Ecological Sightseeing, Ancient Village Visiting, Folk-custom Experimenting, Scientific and Technological Tourism, Leisure Tourism as long as Coast Recreation and Recreation At Sea.Secondly, through researching on references and spot investigation, the writer made the SWOT analyzes to Wenzhou Modern Leisure Agritourism.1. Internal Factors:1) Strengths:Wenzhou has the preferred geographical position, pleasant climate, various characteristic agriculture resources, predominant local economy and the characteristic tourism base. 2) Weaknesses:Lack of policy support, standard management, long-term programme, rationally distribution, famous brand support; effective marketing management, effective industry support, high-quality employees etc.2. External Factors:1) Opportunities:Issues of agriculture, countryside and farmers and holiday economy are what the Chinese government is concerning about, and the Wenzhou local government gives an effective response. The coming period is about low-carbon economy, ecological and green tourism is now developing rapidly, which makes Wenzhou modern leisure agritourism a bright future.2) Threats:There is substitution among tourism resources, and threats from other types of leisure resources. Also, the public and environmental sanitation standard is still waiting to be improved. Positive competition and gradient development are facing challenge.Thirdly, the writer made a meta-analysis about the attitude and willingness of urban residents depending on the investigation questionnaire. The data presented that leisure agritourism is a product standing between luxury goods and necessities, which doesn't have a high requirement of the incoming level of the tourist and suitable for all kinds of professions. Recently, leisure agritourism is widely known by urban residents but the promotion still needs to be reinforced. And because of some limitations of this industry, its development is somewhat effected. To sum up, modern leisure agritourism should be defined as:high quality and fine price short distance trip, and favorable service is essential.Finally, this dissertation proposed the development suggestions from five perspectives, which are government functions, industry code of conducts, local feature, human resource development, brand building and sustainable development.