A Study On The Management Status And Countermeasures Of Nongjiale Tourism In Suichang In Zhejiang Province

In the1980’s, as the social economy grows and urbanization speeds up, urban residents facing more and more pressure of live and work are starting to focus on consumption of cultural demand. And Nongjiale Tourism, as a brand new type of tourism is emerged. National Ecosystem County-Zhejiang Suichang, with its rich tourism resources, as landscape, ecological environment, history and culture etc, has a good environment for Nongjiale Tourism development. Local government introduces tourism as a strategy of Enriching people and Strengthening county. Recent years, with government’s effort of creation in supportive policy and perfection in system and mechanism, Nongjiale tourism makes a good progress. However, during its process of operations management, there still appear many problems, such as low development level, short in industrial chain, irregular in Nongjiale management, weak in infrastructure, small in scale and not enough in cultural fusion. The article regards Zhejiang Suichang County as research object. Based on stakeholder theory, equity theory and sustainable development theory, this article is put that theory combine case with to use, discuss Suichang Nongjiale Tourism’s environment, resources, current situation, business model, business characteristics, existing problems and final to find a management strategy for Suichang Nongjiale. The rich national ecological resources of Suichang created conditions for Nongjiale Tourism. Further developments of Nongjiale Tourism, not only promote the development of Suichang Toursim, but also develop thought for new rural construction. There are4parts in this article. First part introduces the research background, purposes and significance, methods and ideas, research status at home and abroad, affecting factors in management. Second part introduces theoretical basis and the concept, classification and significance of Nongjiale Tourism. Third part introduces development status, resources, types and characteristics business mole and existing problems of Suichang Nongjiale Tourism. Forth part is the strategy against the problems. Through research, based on actual situation of Suichang, this article puts forward government guidance, Standardize management of the tourism market, marketable Cooperation, scale operation to creat integrated Nongjiale and build the ecological brand.