A Study On The Propaganda Strategy Of Government - Led Agricultural Tourism

Agricultural tourism as a new tourism industry, has provoked a "three party passion and one party interest", Enter after twenty-first Century, the national level pays attention to the tourism driving force for other industries. In October of 2002, the National Tourism Administration promulgated the "trial" on national agricultural tourism demonstration point inspection standards, the provisions of the standard check on agricultural tourism attractions,and promote the tourism industry to agricultural standardization development. The National Tourism Administration in 2006 proposed the "China Village Tour" national tourism theme, furthering the development of agricultural tourism.However our country agriculture tourism in general is still in the primary stage of development, there still exist many problems in the actual agricultural tourism development and management process.In this paper,the government dominated agricultural tourism promotion strategy as the research object,aiming at communication and enterprise marketing perspective, through case analysis and qualitative analysis, trying to provide a reference for the government to promote the actual work. This paper argues that according to the problems,thereby lacking the overall traveling plan,lagging of agricultural tourism brand and image building, and the marketing is inadequate. These are the "market failure" characteristics. Especially in the agricultural tourism destination image building and publicity, companies are reluctant to take over the high promotional costs and farmers lack of the necessary market marketing capital and knowledge supporting. The government plays an important role in the development of agricultural tourism at the important moments, and take the resposibility of agricultural tourism regions’ publicity work,and work for establishing area agriculture tourism brand image.This article through to the government led agricultural tourism SWOT analysis,respectively,leading the four aspects of advantages, disadvantages, opportunities and threats of agricultural tourism promotion from the government, try to do the following analysis of the necessary rational optimization of agriculture tourism promotion strategy. In addition, this paper also draws on foreign and domestic government led promotion of tourism destination image, and how to build tourist destination brand experience, putting forward optimization suggestions from the government level of policy management and specific publicity practice two aspects.