A Research On Agents And Path Of Transformation And Upgrading Of Hequan Farm In Bengbu City

Leisure farm is one of the common kinds of rural tourism.At present time,many domestic leisure farms cannot satisfy the needs of the tourists because they face severe challenges,such as homogeneous competition,urbanization,intensive mode and so on.A high quality form of rural tourism is needed.For development of some large leisure farms themselves need,it is particularly urgent to carry out transformation and upgrading and find a better path in order to realize sustainable development.As a new form,Characteristic town is advocated recently.Agricultural characteristic town who contains both agricultural industry and tourism industry is going to become a new form and direction of rural tourism.The large leisure farms turn into the agricultural characteristic towns are indeed find choices for their transformation and upgrading.This study is taking Hequan farm in Bengbu City as the research object,under the analysis of the research status at home and abroad,using studies of tourism consumption behavior,sustainable development and regional economy as the theoretical basis,the researching methods included literature analysis,field surveys and field interviews have been adopted in the research.The first part of the article is the introduction which mainly discusses on the background,aim and significance of the research,it also introduces the research status at home and abroad,the contents,methods and the thoughts of this research.The second part expounds the related concepts and theories.The third part studies the current situation of marketing of Hequan Farm.It mainly analyzes the internal conditions and the external environment of the farm.The forth part emphatically studies the agents of transformation and upgrading of Hequan Farm and summarizes the Farm being the mature qualification of transformation and upgrading.The fifth part clearly explores the content of the path of transformation and upgrading.Agriculture-creative characteristic town could become a better path for the development of Hequan Farm in the next step.It also conceives the construction contents of the town and offers some suggestions.The last part is the conclusion,which concludes the thesis and prospects the future research.