Hangzhou Rural Tourism Development Present Situation And Countermeasure Research

Agritainment is a popular leisure and entertainment mode for people to taste the authentic flavor of countryside life. Firstly started in1980s, agritainment in China has boomed since the mid of1990s when China launched the Golden Week holiday package. The emergence and progress of agritainment is the natural outcome of economic, social and cultural development, as well as the result of agricultural reconstruction and change of rural-urban consumption structure. It is an important part of the tourism industry and important means to improve farmers’income. The development of agritainment is an indispensable growth point to promote the economic development of rural areas, change the countryside’s single product economy, build new socialist countryside, and diversify the tourism market.This dissertation, taking Hangzhou’s agritainment as its subject investigated, and based on a review of related literature about agritainment written by both domestic and foreign authors, analyses the background, causes and significance of Hangzhou’s agritainment. With field surveys and questionnaire surveys of some of Hangzhou’s agritainment sites, and in the light of its geographic position, environment, transportation, resources, technology and management expertise, an empirical analysis of Hangzhou’s agritainment is made to explore strategies to develop its agritainment. Being a well-known tourism city, Hangzhou’s abundant tourism resources are a good precondition to develop its agritainment, which can not only make contribution to Hangzhou’s overall tourism industry, but also broaden our vision to explore ways to build new socialist countryside, transfer rural labor forces and develop the economy of rural areas. The dissertation consists of four parts. The first part provides an introduction of the background, causes and significance of agritainment. The second part analyses the current situation of Hangzhou’s agritainment. With field surveys and questionnaire surveys, it points out that problems of Hangzhou’s agritainment include highly similar products, random development, lack of activity forms and development momentum. The third part, by adopting the SWOT analytical method, respectively analyses the strengths, weaknesses, opportunities and threats of Hangzhou in developing its agritainment. The fourth part puts forward countermeasures and suggestions for Hangzhou to develop its agritainment.In line with the Hangzhou’s practical situation, the dissertation puts forwards suggestions and advices on developing its agritainment. First, agritainment should be developed, under government guidance and policy support, in a healthy and orderly way through scientific planning, standardized management, and combination of exploitation and protection. Second, efforts should be made to achieve sustainable development of agritainment. This includes cultivating its own characteristics, forging its unique brand, different operation and management strategy. Third, different ways should be explored to educate and cultivate professionals to work in the agritainment industry. This includes strengthening management, taking initiatives by the government to collaborate with colleges to cultivate qualified personnel. Fourth, efforts should be made to expend its domestic and foreign markets through various ways like strengthening marketing, promotion and building its brand.