| China has been a leading agricultural nation for more than five thousand years where agriculture plays a fundamental role and is highly concerned by each government. Tongxiang city in Zhejiang province has been an agricultural region since ancient times due to its geographical advantages. After a long period of development, a comparably advanced agricultural structure has been established in Tongxiang that includes crop cultivation, animal husbandry, forestry and fishery. Along with the accumulation of social wealth and the enhancement of living standard, the development of leisure industry is now in need, which leads to the birth and development of modern leisure agriculture in Tongxiang city.This thesis proposes policies that can flourish Tongxiang’s agricultural tourism based on its local capacity. We first summarize the basic concepts of modern leisure agriculture, analyze the local advantages of Tongxiang, and review the experience and development of other modern leisure agriculture models in the world. A number of problems related to Tongxiang city are then revealed though the analysis, respectively:out-dated planning, low awareness of branding, insufficient capital investment, imperfect infrastructure, a scattered layout of tourism industry, poor management and service. The major strategies and measures are then proposed and they include to better incorporate local conditions into planning; to emphasize agricultural culture as the focus of tourism development; to strengthen the construction of demonstration base and agricultural diversification; to intensify the propagation and publicity by promoting the branding effect; to receive more support on the policy-making level from local government; to improve services and standardize regulations by forming various unions; and to attract more capital investment. The ultimate goal is to significantly promote the development of Tongxiang’s leisure agriculture into a featured and sustainable industry. |
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