The Development Strategy Of Agricultural Culture Tourism Resources In Northeast Chongqing

With the accelerating process of urbanization, city dwellers are eager to return back to the nature, and they are seeking farming culture which can ‘remember nostalgia’. Farming culture with distinctive features has become a vital tourism attraction for domestic and foreign tourists in new era. Rational development and utilization of farming culture resources can not only enrich the existing tourism products, but promote rural economic development. Also, it can increase the farmers’ income and speed up new rural construction.The Northeast Chongqing, located in the middle of Yangtze river development axis, is the key junction which connects the Chongqing urban city and the middle-lower reaches of Yangtze River. Bordering Hubei, Sichuan and Shaanxi, it is the gateway to the northeast of Chongqing, covering 11 counties with an area of 34,000 square kilometers. With the backward economy and fragile ecological environment, the Northeast Chongqing is positioned as the ecological conservation development area. High mountains and deep valleys made agriculture been dominant since ancient times, and formed a unique mountain farming culture different from the Central Plains’. Thus, the sustainable utilization off arming culture tourism resources could play a role in speeding up the poverty-reduction and promoting its economic development.Integrated SWOT(Superiority Weakness Opportunity Threats) and AHP(Analytic Hierarchy Process), this paper constructed an A’WOT strategic model by combining expert opinion, vector quantity, entropy and polar coordinates. Based on field survey, classification and evaluation of the agricultural culture tourism resources at Heyu township were made, and intensity of strategic factor, total intensity factor, strategic azimuth, and strategic strength factor of farming culture tourism resources were determined. Then, a strategic quadrilateral was built and a strategic type and a strategic strength map were drawn. Main conclusions are as follows:(1) Heyu township presents various kinds of farming culture tourism resources with high authenticity and high ornamental value but need upgraded; the community participation is high and the protection consciousness of them is strong while the development foundation is weak with the capital shortages. The ‘nostalgia hot’, the change of transportation pattern and the policy support present opportunities, while the negative impact of new rural construction and the shadowing effect from adjacent tourism destination show threats. But in general, there are more internal advantages and more external opportunities.(2) The largest area of four strategic triangles was S10O1 which was in the first quadrant, so strength-type of subclass should be chosen. The barycentric coordinate of strategic quadrilateral P(X,Y) was(0.1826,0.1242), and the azimuth of strategy was from 0 to π/4, then. Therefore, the strategy type of developing farming culture tourism resources in Heyu was pioneering-strength.(3) When implementing the development strategy of agricultural culture tourism resources, positive development attitude should be taken since strategic strength coefficient ρ was 0.7970, which was greater than 0.5.(4) Synthesizing strategic types and attitude, the positive pioneering-strength strategy should be chosen.(5)The utilization of farming culture tourism resources in Heyu township should be led by the government. Based on the strength of pioneering strategy, it needs to preempt the development, emphasize ‘experience’ and build a brand of farming culture tourism. At the same time, put more strength on the marketing to expand the market, raise funds through multiple channels, innovate development pattern, and speed up the training of tourism talents.