Research On The Development Advantages Of Leisure Agriculture In Beijing

With the improvement of people consumption level and people’s consumption psychology become more and more mature, tourism consumption become more rational and individualized. People’s travel demand also changes, from pursuing multiple spots tour type in the past into pursuing relaxing and leisure vacation now. People choose rural areas as a tourist destination more often and prefer to relax in the vast country, experience rural life and participate in farming activities. The development of leisure agriculture in Beijing got started in the late1980s, due to the close nature, leisure sightseeing agriculture catered to urbanite’s consumer psychology, more and more city dwellers love to go to the countryside to "eat farmhouse meal, do farm work, live farmhouse, entertainment and purchase", huge tourism market demand make the leisure agriculture develop vigorously.This paper is based on resource-based theory and it is constructed the analysis framework through the reorganize of resource-based theory, superiority theory and related literature of leisure agriculture. Through the way of questionnaire investigation, it consults the Beijing leisure agriculture operators some advice. By means of descriptive statistics analysis, factor analysis, reliability analysis, canonical correlation analysis and regression analysis, this paper carries out quantitative thinking to consultation results. The results showes that Beijing leisure agriculture possess competitive conditions in projects such as natural landscape, geographical location, ecological resources, humanities resources, service quality, entrepreneurship, good cooperation ability with the same industry or other industries and so on. The author thinks that in the future development of leisure agriculture in Beijing, operators should foster strengths and avoid weaknesses to make the core advantage resources become bigger and stronger. The author also stresses that the Beijing agriculture commission should increase investment in key policy support and reduce unnecessary "constraint control"to realize the sustainable and healthy development of leisure agriculture in Beijing.