Marketing Strategy Research On Leisure Agriculture In Hainan State Farms From The Perspective Of International Tourism Destination

Hainan State Farms’agritourism which began to develop in90’s of20centuries, along with the opportunity of building of the Hainan Special Economy Zone. It has made great achievements in more than20years, but falls far behind that of developed countries and regions. It is still in the formative stage presently. However, Hainan identified the strategy of building itself into an international tourism destination which provides a new opportunity for the development of Hainan State Farms’agritourism. On the one hand, the Hainan international tourism destination construction is an important platform for Hainan State Farms’ agritourism development; and on the other hand, agritourism developments finally beneficial to promote the Hainan international tourism destination construction. For now, compared with developed countries and regions, the study of agritourism marketing is also in the primitive phase, and there exist a lot of marketing problems in agritourism. As a large-scale agricultural enterprise, there are many special circumstances in Hainan State Farms, therefore its marketing strategy need to be targeted analyzed.The paper examines agritourism marketing with Hainan State Farms as case study, And using field investigation, empirical analysis, data analysis and case study methods and so on to study the theories of international tourism destination, agritourism and tourism marketing. In connection with the characteristics of the tourism industry of HSF’s agritourism, market demand, as well as the problems of marketingPutting forward that HSF should develop distinctive agritourism products based on the principle of linking theory with practice and strengthen the use of a variety of effective marketing strategy to develop the potentially huge market which not only help to promote the development of agritourism industry, but also Make an important contribution to the construction of Hainan international tourism destination.Through the analysis of internal advantages, disadvantages, external opportunities, threats, and the customer market analysis of HSF’s agritourism come to understand the different behavioral characteristics of different groups to the HSF’s agritourism that have unequal conditions of region, occupation, age and income, etc. On the basis of the above analysis foundation identified the main target market of the HSF’s agritourism, that domestic market to the island as the core focus of the Pearl River Delta and other developed areas, Hong Kong, Macao and Southeast Asia, East Asia and other regions abroad as the main market. After that Taking the visitors experience and expert evaluation on marketing situation of the HSF’s agritourism to compared and analyzed, pointed out there are many big problems of the HSF’s agritourism attractions in the promotion level, entertainment products, shopping conditions, etc. However, the gray model to forecast the results has shown that the HSF’s agritourism has a very good market prospects.Based on the analysis in the case of agritourism marketing activities in Nantian Farm, according to the changes in market demand in domestic and international tourism and the resource conditions of the HSF proposed the7ps marketing strategy combination of the HSF’s agritourism and Marketing security system including human resource, funding and public infrastructure services and other contents.In short, in the context of international tourism destination systematic study marketing strategy of the HSF’s agritourism can help the HSF to carry out more effective marketing activities and expend the market, find a Harmonious development of the road that the Hainan international tourism destination construction and the its agritourism.