Research On Open Innovation Mode And Realization Path Of Leisure Agriculture

As the rural revitalization strategy is implemented,China’s leisure agriculture and rural tourism have gradually joined the ranks of rapid tourism development.For a long time,rural leisure tourism has been one of the hot spots of holiday leisure consumption of urban residents,especially after the impact of the epidemic,the cancellation of transnational tourism and inter-provincial tourism one after another,which restricted the scope of tourists’ travel,prompting suburban surrounding tourism to become the first choice for residents to travel.At the same time,according to the policy documents issued by governments at all levels and relevant departments,leisure agriculture has become the key supporting industry for rural agricultural development.Undeniably,under the double blessing of consumption upgrading and favorable national policies,rural and social capital from all over the country have joined the camp one after another,and leisure agriculture in China will usher in a breakthrough in quantity.However,as far as the present situation of leisure agriculture management is concerned,there are a series of problems,such as the complaining of business entities,the crisis of market competition,the demand of thousands of tourists and the limited premium of agricultural products.If leisure agriculture is not improved in quality and innovation,even if it has hundreds of billions of customers,it will be reduced to "abandoned children" in the market.The purposeful use of internal and external resources to implement open innovation has always been the main means for enterprises to break through the existing difficulties and improve their competitiveness.How to realize the leap of leisure agriculture from "quantity" to "quality" is particularly important for exploring the open innovation of leisure agriculture.The purpose of this paper is to explore the open innovation mode of leisure agriculture and its realization path in the context of new tourism consumption,select two types of leisure agriculture with village collectives and enterprises as the main business entities,and analyze the specific open innovation practice process of three leisure agriculture with outstanding open innovation behaviors in China —— Tianjin Sixth Port Village,Shanghai Qianxiaoju Creative Farm and Zhejiang BB.Bear Ecological Farm through case studies.Through on-the-spot interviews with selected cases,collation and analysis of relevant literature and network data,the concrete performances of three leisure agricultural subjects in the innovation process of open innovation pre-situation,participants,integration fields,realization paths,landing activities,etc.were summarized by using inductive logic,and the respective open innovation modes of the three cases were obtained.At the same time,by comparing and analyzing the similarities and differences of the three open innovation modes,the open innovation modes applicable to most leisure agriculture subjects are summarized.In the process of open innovation of leisure agriculture,business entities are usually based on good resource background such as suburban location,local products,native environment,accurate judgment of market demand,and leading teams from different industries as the precondition of innovation;In terms of the scope of innovative cooperation,multi-agents such as tourists,suppliers,partners in the same industry and other industries will be involved,and cross-border integration of "leisure agriculture +cultural experience,+food shopping,+education and research,+art exhibition,+music animation,+film and television shooting,+theme camp,+e-commerce" and other fields will be promoted to form cultural experience,festivals,sports and leisure,and ecological research.At the same time,combined with the specific realization paths of open innovation in three cases,the suggestions and countermeasures for leisure agriculture to effectively realize open innovation in practice are put forward,that is,to carry out authorization or cross-border cooperation,to establish alliances and co-construction relationships,to purchase external technologies or channels,and to build open innovation community platforms.Each of the four ways to realize open innovation has its own advantages and disadvantages.Only on the basis of fully identifying its own resources and accurately judging the market environment,can the leisure agriculture subject know when,which way or combination to adopt to realize open innovation.