Research On Agricultural Tourism Development Issues And Countermeasures Of Jiaohe City In Jilin Province

In recent years,the development of agricultural tourism is becoming more and more prosperous.The demand for agricultural tourism is becoming higher and higher because of people's fast pace and high pressure.The agricultural tourism resources of Jiaohe,Jilin province are very rich,the beautiful mountains and rivers,the prosperity of Agriculture.Due to the over-exploitation of mineral resources in Jiaohe in recent years,the resources have been exhausted.The Jiaohe municipal government is also adjusting the industrial structure actively.At the same time,it hopes to solve the "three rural issues",so the Jiaohe municipal government decided to develop the agricultural tourism industry.The research studied the related issues of agricultural tourism in Jiaohe,Jilin province from the three perspectives of farmer households,tourists and local governments.Finding out the advantages,problems and shortcomings of the development of agricultural tourism and put forward the corresponding suggestions and strategies.First of all,the literature research method is used to understand the concept of agricultural tourism and the research methods of other scholars.Five typical agricultural tourism types in Jiaohe are analyzed by using case analysis method,such as rest entertainment,leisure and sightseeing,agriculture sightseeing experience,agriculture sightseeing and folk custom.Secondly,the village as a typical case of agricultural tourism experience was carried out in the field.Among them,a questionnaire survey was taken for tourists and local farmers,a group interview was carried out for government officials.Through investigation and interview,we draw the following conclusion: Although Jiaohe is at the initial stage of transformation,the income of agricultural tourism and the number of tourists are increasing year by year,and the industrial structure of agricultural tourism has been gradually adjusted.Through the survey,tourists are interested in agricultural tourism and are very satisfied with the agricultural tourism.Moreover,because the agricultural tourism project is operated by local farmers,it not only increases farmers' income,brings lots of employment opportunities,but also the support of the government in infrastructure,policy,etc.But it has also brought some negative effects,such as environmental damage,rising prices,the decline of local people's quality of life and so on.Thirdly,the research data of the investigation and interview are combined with the SWOT analysis method,it analyses the advantages,disadvantages,opportunities and challenges of the development of agricultural tourism in Jiaohe.The research shows that the advantages of local development of agricultural tourism are as follows: location advantage,type advantage,environmental policy advantage,and humanistic advantage.The disadvantages are as follows: few ways of publicity,low popularity of agricultural tourism,poor service quality,weak consciousness of sustainable development,imperfect infrastructure construction,unbalanced development among scenic spots,poor self development ability of farmers and single activity in tourist areas.The opportunities and challenges it faces are: the strong support of the government,the advantages of agricultural tourism catering to the trend of tourists and tourism development.The disadvantage of competing with the same type of agricultural tourism industry around the surrounding area environmental threats.Finally,some suggestions are made for the conclusion of the survey data combined with the conclusions of SWOT analysis,such as Seize the opportunity and conform to the trend.Give full play to the advantage and create a brand.Widening the way of propaganda.Introducing talents to improve management level and service quality.Adding and introduce the project in the scenic area and seasonal characteristic activities.Increasing investment to ease the development imbalance of scenic spots and improving the consciousness of sustainable development.Completing the chain of agricultural tourism industry and improving the ability of local farmers to develop independently.Improving the infrastructure construction and the reception capacity to locate the market accurately.Highlight the features and overcome the threat.Through these suggestions,we hope to have some help to the development of agricultural tourism in Jiaohe,it also hopes to further alle viate the local "three rural" problems.