| The concept of creative agriculture came into being in the background of the introduction of national agricultural policies,the adjustment of agricultural industry structure and the deepening of modern ecological creative agricultural.Tourism which is combined with agricultural and leisure has been endowed with innovative planning.This new type of tourism is increasingly welcomed by more and more tourists.Ornamental tourism with a single structure can no longer meet the needs of contemporary tourists.People prefer creative tourism products with unique features and multiple cultures.The paddy field painting products of Rice Dream Space scenic spot in Shenyang are important carriers and forms of the new tourism modes.The study on the evaluation of its attractiveness falls in line with the current national policies,social development needs and the research trend on new tourism modes which ranges from macro-strategic industrial level to micro-substantive level.This paper consists of six parts.The first part is the introduction,which introduces the background and significance of the research,the main content,the basic framework,the technical route,the research methods and the innovation points.The second part is the theoretical basis research.It mainly introduces the related concepts and theoretical framework used in the thesis.It also discusses the concepts of tourism attraction,SEM model,paddy field painting,and exploits theories of tourism attraction and tourism motivation.The third part studies the current status of paddy field painting products.Through field research,questionnaire,text analysis,in-depth interviews and other methods,this part analyzes the current situation of the development of Rice Dream Space,the types and characteristics of paddy field paintings,and the status of tourism attractiveness of paddy field paintings.The fourth part introduces the construction of SEM model of the attractiveness of paddy field painting products.Combining the research results obtained from Rice Dream Space and the literature analysis with in-depth interview with tourism administrators,thispaper finds the relevant elements which could influence the attractiveness of rice field painting and designs the SEM model of the attractiveness of rice field painting by considering three perspectives: the characteristics of rice field paintings,the role played by tourism members in the development process and the tourists' own preferences.The fifth part tells SEM evaluation results of the attractiveness of paddy field paintings.With the assistance of SPSS and Amos,this paper evaluates the tourism attractiveness of paddy field paintings in Shenyang Rice Dream Space scenic spot from the multi-subject perspective.Through the data analysis,we find that the intrinsic factors of paddy field paintings have the highest impact on the tourism attractiveness of paddy field paintings,followed by the social factor of tourism developers' overall planning,and finally,the subjective factors of tourists' needs.The last part concludes the whole paper and proposes strategies concerning the improvement of optimization and attractiveness.By analyzing the importance of each factor imposed on the attractiveness and comparing current status of paddy filed painting,this paper concludes that there is a bottleneck for the development of paddy field painting.This paper further proposes five strategies for the improvement: the overall planning of the visiting route,the planning of theme-based activities,the planning of reasonable price,the enhancement of service quality and the strengthening of marketing.The paper puts forward that the improvement of the attractiveness and economic profit of Rice Dream Space would set a good example for scenic spots of similar kind. |
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