Study On The Development Of Canyon-Tea Family Farm Tourism Products In Dujiangyan, Based On The Means Of RMCP

With the rapid development of society, people’s income has been increasing year by year, and so does the spare time. People’s concept of leisure is changing, but due to the increasing heavy pressure from life and work, more and more urban citizens cultivate a very strong willing to return to nature and relax their bodies and hearts. Meanwhile, people also develop a particular preference for healthy foods, sometimes we call them "green food". As we all know, Chinese government came up with the concept of "family farm" in the first government’s document in 2013. And then, related policies has begun to be promulgated and implemented since 2014. Now, the dimensions of the family farms is continuously broadening, and the development system is also constantly improved and perfected. Family farm, as a special means of agricultural production and operation, bears the nature of productivity, ecology, and scientificalness.These are the main attractions for urban citizens who are pursuing the "green foods". Moreover, with the urban people’s increasing favor for nature and ecotourism, rural tourism is enjoying its flourishing time. However, the ordinary developing rural tourism about which different family farms possess the similarities of development means and contents can’t match people’s growing needs on pursuing specialty, rarity and freshness. As family farms have the similar development potentiality with rural tourism, while both of them are differ from each other, people place a very close attention to leisure family farm.After the study on domestic and external leisure agriculture, agricultural tourism products, and family farms, this thesis systematically analysis the resource, market, culture, and product type of domestic family farm tourism products by the means of RMCP. The resource mainly refers to agricultural resources, with studies on agriculture, forestry, animal husbandry and fishery; The marketing mainly emphasizes that studies on family farm tourism products development should highly concern the structure, the behavior, the market position of the tourists and marketing Strategy. The Culture divided into dominant culture and subculture according to the importance of the development, the former is divided into local material culture, local spiritual culture and local institutional culture, with local culture involved in family farms tourism; based on the characters of tourism products development, the subculture is divided into specific culture and parent-child culture; then, the production is divided into tourism products, travel products and special tourism products according to the different visitors.Finally, summarize the development means of Canyon-Tea family farm tourism products in Dujiangyan as followings, based on agriculture resources, guidance with needs of market, spirit with local culture, and cored by tourism products. Based on the former analysis, along with the research on tourism market, and located for tourism, this thesis emphasizes the local culture of Canyon-Tea family farm, and studies the local tea-culture, water-culture, religious culture, Taoist culture and forestry culture in details, and sums up its core product and subordinate product.This thesis concentrates on exploring the means of exploiting family farm tourism products which centred on agriculture industry, and it’s could be a good direction for the development of domestic family farm tourism products.