Researches On The Exploitation Of Farmer＇s Tourist Of Yanbian Area

Thanks to the rapid development of tourism and all-round construction of the better-off society, the farmers’living standard is improving and the demand for travel is strongly increasing. Thus it has become a trend to study farmers’tourism market which will give valuable suggestions to the building of the better-off society and ways to long-term development of our travel industry.Yanbian area is selected as the study area and its rural residents as the study object. Under the guidance of market development theories, the paper uses first-hand information obtained by investigation questionnaire and information from Yanbian Statistical Yearbook and statistical materials by Yanbian Municipal Tourism Bureau. During the investigation, documentations research, questionnaire survey, statistical analysis and various other methods are used to analyze the current situation and existing problems of Yanbian area’s rural tourism market, and factors in limiting its development. This analysis will provide theoretical and realistic basis and important directive significance to the long-term development of Yanbian area’s tourism.The thesis first analyzes the status quo of travel industry in Yanbian area, followed by the focus of this thesis, including the basic characters of investigated people, current situation of the market and restrictions in market development.As for the present situation of Yanbian area’s rural tourism market, conclusion is drawn through the analysis of travels’basic characters respectively from their gender, nationality, age, educational background, family status and income and through comparative analysis on distinctions and connections between different nationalities, between rural and urban areas and between far and near areas. The study shows that among rural tourists, male exceed female in both Korean and Han nationalities whose age range from30to59owning a low income and educational degree but stable family. In terms of nationalities, the Korean nationality surpasses the Han nationality especially in the age of18to29. Despite of the little knowledge of travelling, the rural people are quite positive towards it. Rural tourists take the travel for rather single purposes—sightseeing and visiting friends. Compared with other places, farmers in Yanbian area prefer the long-distance travel, mainly in Jilin Province and other domestic cities. With regards to the outbound travel, Korean nationality outnumbers the Han nationality. The outbound travel usually demands two or three days which is much longer than others. The rural travelers have many disadvantages such as the unreasonable consumption structure, outdated ways to the travel information and the isolation of it.There are nine superior differences between urban and rural people, including the cognition of tourism、the purpose of tourisim、organize way of tourism、means of transportation、the distance of tourism、the length of tourism time、the choice of destination、consumption and its structure. Both people far and near have small diffidences between each other except the organize way of tourism、the distance of tourism,the choice of destination and the consumption; also, very small diffidences between the Chaoxian nationality and the Han nationality except the means of transportation、the length of tourism time and the consumption.With respect to the factors limiting farmers’travel, setting out from the farmers themselves, the thesis works out three factors and gets their affection degree through factor analysis and mean comparison. This research shows that expensive entrance tickets, heavy family burden, hesitation in spending money and travelling long distance, temporary jobs in slack season, engagement in agriculture and care of the old and the young are the most important restrictions. The13listed factors in the questionnaire can be summarized in three common factors:travel motivation, spare time and financial capacity. According to the importance of their influence, the influencing sequence is:financial capacity, spare time and travel motivation. Moreover, the controversy between farmers and travel agencies, compound with the farmers’ discontent with the tourist product, impact the development of rural tourism.According to the above results, strategies are laid down for further development of Yanbian farmers’travel. The end of this paper summarizes the whole study and points out its insufficiency, moreover, looks ahead to the research of Yanbian area’s rural tourism market.