Research On Tourism Development Of Shandong Gaozhan Group From The Perspective Of Agricultural Tourismintegration

In recent years,the integration of agriculture and tourism in China has developed rapidly,but there are also many problems in the process of development.There are serious similarities in rural tourism projects in many areas,lack of planning for tourism projects,excessive exploitation of native ecological resources,difficulties in protection and inheritance,and low economic benefits caused by rough development.This paper takes the integration of agriculture and tourism in the tourism sector of Shandong Gaozhan Group as the research object.Under the background of building tourism destination and vigorously developing agricultural tourism in Jinan,through a comprehensive and in-depth analysis of the current situation and problems of integration of agriculture and tourism in Shandong Gaozhan Group,the corresponding countermeasures and suggestions are put forward.It is hoped that through the integration of agriculture and tourism,it will play an important role in promoting the development of rural economy,attracting more young people to return home and start businesses,increasing farmers'income and promoting the development of local traditional culture.In the research process of this paper,taking Shandong Gaozhan group as the research object,based on the analysis of the internal and external environment of Gaozhan group,the development strategy of Shandong Gaozhan group is analyzed and studied by SWOT analysis.The external environment is analyzed by pest and five forces model,and it is pointed out that Gaozhan group has development opportunities in the external environment;in the market competition environment,the current pressure is mainly the lack of tourists and the threat of potential entrants.In addition,in terms of the internal environment of Gaozhan group,the existing problems focus on imperfect basic service functions,lack of targeted marketing and low participation of local residents.On the basis of SWOT analysis,it is concluded that Gaozhan group should take the construction of 5A scenic spot as its goal,adopt differentiation and centralization strategy,improve the infrastructure construction of scenic spot,strengthen the support of talents,strengthen the marketing and create diversified products.In order to ensure the implementation of the strategy of Gaozhan group,it is necessary to optimize the human resource system of the group,improve the tourism elements of the scenic spot,and improve the industrial chain of the scenic spot.