Study On The Allotment Garden Development In Beijing Base On Tourist Satisfaction Questionnaire

With the rapid development of social economy and constant income increase of urban residents, there has been significant changes of the understanding and structure of their consumption. The desire and demands for experiencing farming culture and returning back to the nature are getting more intense than before. Stimulated by the strong demands, allotment gardens have witnessed rapid growth and a number of gardens with large size, high management standard and satisfactory feedbacks from the public have emerged one after another.By carrying out document research as well as field visits, telephone interviews and questionnaire surveys, this essay aims to analyze the development status, mode, experience and trends of both domestic and foreign allotment gardens in Beijing, it also concentrates on the number, way of distribution, categories and the mode of development of the allotment gardens, with investigation on the idea and the preference of the residents near the communities societies and supermarkets, the essay tries to research the public understanding and demands of the gardens; By doing spot investigation on the tenants of the Little Donkey Farm, Sanyuan City Garden, the Italian Farm and other 15 major allotment gardens, the scale and structure, market demand, consumer behavior, consumer characteristics and satisfaction degree of different market segments of Beijing’s allotment gardens shall be scrutinized and analyzed.Research shows that Beijing has 105 allotment gardens with relatively large size and mature operation in the year of 2014, the city’s total scale of agricultural land used for farming experiencing programs amounts to over 7000 acres, with an annual attendance of over two million customers. The owners of these gardens vary from enterprises to villages, schools, co-ops, state-owned farms as well as individuals, while the main service offered includes farming experiencing, safe-food provision, entertainment and scientific education. For now, most of these gardens operates well and enjoy good reputation as well as growing popularity among citizens. Some of the allotment gardens like Little Donkey Farm, Sanyuan City Garden and the Italian Farm have gained their fame throughout the whole country.Meanwhile, the allotment gardens are suffering from problems such as lack of regulation, diversity, sufficient technical support and poor service quality. To make the allotment gardens develop faster and better, the regulation of the industry, entertainment equipment, diversity of the products, technological support and service quality need to be enhanced in the future.