Research On The Governance Mechanism Of The Leisure Agricultural Tourism Service Supply Chain In Daqing City

The development of leisure agricultural tourism is an urgent problem in the field of agricultural management,and the key problem that hinders its development is the quality of service.In view of the service quality of leisure agricultural tourism in Daqing,it is of great theoretical and practical significance to study it from the perspective of leisure agricultural tourism service supply chain.First of all,through literature research and interview,according to the business content and form of the enterprise,the types of leisure agricultural enterprises in Daqing city are sorted out: agricultural research demonstration park type,leisure agricultural picking type,sightseeing and playing holiday type,national culture village type,tourism and education type;the business model of the enterprise is self-supporting mode,leisure resort,tourism app.Secondly,in view of the service quality of leisure agricultural tourism in Daqing City,this paper makes a questionnaire survey on the tourism consumers in Daqing City,and uses the service quality gap model to draw the conclusion that there is a big gap in the response and understanding of the service quality of leisure agricultural tourism in Daqing city.Specifically,the lack of resource integration can not meet the needs of consumers,the lack of training for employees in core enterprises and other issues,which are easier to solve from the perspective of supply chain governance.Thirdly,based on the analysis of the structure of the leisure agricultural tourism service supply chain in Daqing,according to the different core enterprises,the leisure agricultural tourism service supply chain model in Daqing is divided into travel agency,scenic spot and network platform leisure agricultural tourism service supply chain model.And the service quality is evaluated.The order of evaluation results from high to low is network platform mode,scenic spot mode and travel agency mode.According to the barrel principle,it is concluded that the supply chain model of leisure agricultural tourism service of travel agency is an urgent need to be managed and analyzed.Finally,using the theory of supply chain governance,travel agencies use contract mechanism,equity mechanism,mutual benefit mechanism and other governance policies to govern the leisure agricultural tourism service supply chain internally,and the government and industry associations use information sharing mechanism,reputation mechanism and other governance strategies to govern the leisure agricultural tourism service supply chain externally.At the same time,from the perspective of the government and the tourism industry association,they put forward the safeguard measures of infrastructure construction,preferential policies,industry norms and other governance mechanisms to ensure the implementation of the governance mechanism,and finally solve the development of leisure agricultural tourism in Daqing.