What are the new types of tourism, sightseeing and agricultural tourism?

Journal of Beijing Foreign Studies University 1999 04.

First, the rise of sightseeing agriculture

Sightseeing agricultural tourism is a new product in the tourism market. It is a kind of tourism form based on agricultural resources, with eco-tourism as the theme, skillfully using various differences between urban and rural areas to plan, design and combine, so as to arouse the desire of tourism consumption, meet the needs of tourists for food, housing, transportation and entertainment, and feel and participate in new agricultural technologies and eco-agriculture and other natural interests. Sightseeing agriculture for short.

Sightseeing agriculture has a history of more than 30 years abroad, and most of them are economically developed countries. In the early 1960s, Spain, a world-famous tourist country, transformed castles or large farms on the roadside into hotels for tourists to stay in. This kind of hotel is called "Pareto State Inn", and there are 84 hotels at present. Rural tourism communities provide leisure projects such as hiking, horseback riding, gliding, mountaineering and rafting, and hold various forms of agricultural schools, natural courses and training courses. Most of its tourists come from China, and 85% of them use private cars to go to the farm for their holidays. In the United States, 1997,18 million people go to sightseeing farms for holidays. Each farm provides tourists with self-picked fresh fruits and vegetables, and presents many special programs, such as green food exhibitions, country concerts, ice-breaking fishing competitions and so on. Establishing a sightseeing farm can not only make up for the shortage of labor, but also promote agricultural and sideline products in the local area. In addition, the government has also given strong support in funds and policies, and formulated strict management regulations. For example, sightseeing farms are required to set up mobile toilets and drinking water sources, and open places should provide sterilized water; At present, there are only 1500 sightseeing farms in the eastern United States; French residents have the habit of growing vegetables as an extracurricular activity. Since 1970s, with the implementation of day five in France, "workers' vegetable garden" has been popular for some time. Many urban residents regard farming as a hobby, especially the northern industrial zone, which has built "second houses" one after another, attracting many farmers. At present, more than 65438+6000 farmers in France have established family hotels and carried out farm tourism, among which 3000 farmers have also organized a joint operation organization called "Welcome to the Farm". Many French farmers take English classes in order to better receive foreign tourists. Visitors can enjoy the rural scenery on the farm, taste local specialties and do farm work by themselves. Sightseeing agriculture can bring 70 billion francs to farmers every year, which is equivalent to1/4 of the national tourism income; Japan is also emerging a new tourism project-agricultural tourism. A travel agency in Tokyo runs this project, and organizes spring planting and autumn harvest twice a year to organize tourists to experience rural life. They can farm or fish and shrimp, or graze in the pasture, milk cows in the cowshed, and pick fruits in the orchard ... No matter where tourists work, they not only don't get paid, but they have to pay fees, including 25,000 yen for adults, 0/4,500 yen for students/kloc, and 6,000 yen for accommodation. Agricultural organizers do this to cater to the rising natural recovery of urban residents. Due to the increasingly serious urban environmental quality, people generally seek pollution-free food; Engaged in agricultural work to arouse people's understanding of the importance of agriculture; Reverse the tendency of attaching importance to cities and neglecting rural areas; From 65438 to 0998, China National Tourism Administration launched the tourism theme of "China Urban and Rural Tourism", in which "eating farmhouse meals, staying in farmhouses, doing farm work and seeing farm scenery" is an important part of sightseeing agricultural tourism close to nature. According to incomplete statistics, from 1996 to 1997, there are more than seven sightseeing agricultural projects with planned investment exceeding 1 100 million yuan, and the accumulated investment of various development projects involving this theme from south to north reaches more than 3 billion yuan, such as picking cherries in spring and apples in autumn in Beijing Xishan Farm.

It can be seen that sightseeing agricultural tourism is the result of the development of productive forces, the product of the combination of agriculture and tourism, the extension of tourism, and the demand of people in today's society to pursue "personalization", "ecology" and return to nature. Ecological fever, relapsing fever and leisure fever have become the pursuit and desire of citizens. With the new trend of agricultural industrialization in recent years, traditional agriculture is becoming a new field of concern, and tourism has become a new growth point of economic development. Operators cater to people's psychology of seeking knowledge, novelty and novelty, and organically combine the two fields into a new project. Especially in industrialized countries, people have lived in downtown areas for a long time, resulting in the idea of returning to nature, so this new tourism product came into being.

In China, sightseeing agricultural tourism not only has the above international background, but also has its historical origin. The inextricable connection between blood and geography can be traced back to ancient times.

China is a big agricultural country, with 80% of its population in rural areas, that is, workers and staff in modern cities are also the result of rural labor transfer. Most of its predecessors are closely related to the countryside, and blood relationship is the source of friendly exchanges. What's more, since the 1960s, China has carried out activities such as "going to the countryside", "delegating the work of cadres" and "taking the May 7th Road". People from all walks of life have direct and indirect relations with rural areas and farmers. People who have lived in the city for a long time always want to feel the historical track in the atmosphere of ecological heat and leisure heat. It has always been a fine tradition and habit of the Chinese nation for old friends, old comrades-in-arms and old landlords to visit relatives and friends and return to nature. Because of this, this new tourism product is easily recognized and accepted by people. Changing a way of life, absorbing fresh air and going to nature are the pleasures that people yearn for.

The development of sightseeing agriculture provides a sustainable road for the modernization of traditional agriculture.

Traditional agriculture only pays attention to the cultivation of the land itself and a single management concept, but ignores the harmonious survival and development of man and nature, confines farmers to the narrow concept of serving the land and fails to guide farmers to cooperate with nature. We should take a broader road of harmony between weather, geography and people, create an atmosphere in which economic benefits, environmental benefits and social benefits are unified, and guide farmers to embark on the road of agricultural industrialization, high technology, high added value and high profit.

Developing sightseeing agriculture will become an important choice of social capital investment and a new growth point of economic development with the widest radiation and the strongest penetration.

Agriculture is the foundation of the national economy, developing agriculture is the basic national policy, agricultural industrialization management is the only way for agricultural development, and developing sightseeing agriculture is the joint point of agricultural promotion and tourism promotion, combining the new growth factors of the two industries to create a new growth model. In the economic transition period of China, it is the intersection of the two industries, which will drive the development of the two industries, create new productivity and higher efficiency, drive the modernization of the two industries, and open up broad channels for social capital investment.

Second, the characteristics of sightseeing agricultural tourism analysis

Sightseeing agricultural tourism has its own characteristics besides the characteristics of general tourism products.

First, the location advantage is profound.

Sightseeing agricultural tourism can develop rapidly because of the tourism consumption demand caused by urban-rural differences.

The long-standing differences between urban and rural areas are manifold. Basic differences are mainly reflected in regional differences and historical and cultural differences, which constitute regional advantages. Geographical differences include landform differences, landscape differences, climate differences, species differences and so on. Historical and cultural differences are mainly manifested in different stages and levels of productivity development, different agricultural labor and skills, different urban and rural construction styles, different historical achievements, different economic prosperity, different education levels, and so on. The above accumulation has formed the basic difference between urban and rural areas, which is what we call one side. The combination of water and soil resources and local people constitutes the unique characteristics of this area. Macroscopically, the Chinese nation has a long history. It used to be a nation with developed culture and technology in the world, with 9.6 million square kilometers of land, 56 nationalities and 56 national customs. Brilliant culture, glorious history and rich resources have formed the most vivid and colorful culture and formed many differences. It is the desire of tourism consumption demand. It can be seen that China has the richest resources to develop sightseeing agricultural tourism, which is unmatched by any country. Agricultural tourism makes use of geographical advantages to lay the pertinence of marketing; Seize the investment enthusiasm of some people who get rich first, create popularity advantages and strengthen the operability of marketing; Taking leisure vacation and farming activities as the main products, it has attracted investors and tourists many times and provided the stability of the basic tourist market. Therefore, rich tourism resources and stable tourist market have become the support points for developing sightseeing agricultural tourism market.

Secondly, the integration of tourism operators and tourism consumers provides a way for the sustainable development of tourism.

Sightseeing agricultural tourism is not only a combination of agriculture and tourism, but also a clever combination of agricultural investment and tourism forms. In the traditional concept, tourists are consumers of tourism resources and bear less responsibilities and obligations for the development and protection of tourism resources; However, sightseeing agricultural tourism is not. Combine tourism operators and tourism consumers, and bring tourists into the category of investment owners in the development and protection of tourism resources, that is, tourists can directly participate in management and planning. From the development theme direction, target market, planning and design, management and other directions, they are all eco-tourism based on green agriculture and tourism, taking environmental and social benefits as the starting point, and considering economic benefits, taking the road of sustainable development.

Just as the slogan "Green Commitment, Golden Return" put forward when building a green manor in Shenzhen, China, people are encouraged to enjoy the freshness of nature in order to achieve prosperity and health. Shenzhen Green Manor adopts modern management strategy to transform the future tourism market into a realistic tourism market and a financing channel with economic scale, and start the development of green manor with necessary funds to develop and protect the eco-tourism environment of green manor. Tourism operators and tourists have the same interests, which conforms to the principle of sustainable development. Starting from eco-tourism to protect the environment, it puts the adjustment and protection of environmental quality in the first place, giving consideration to social and economic benefits. This strategic thinking is the most popular and beneficial way of sustainable development.

Third, Huihong products have unique charm and bright prospects.

Sightseeing agricultural tourism breaks through the narrow concept of tourism development management, takes the protection of the environmental quality on which future tourism development depends as the premise, and attracts the active participation and support of people who are interested in tourism, have special interest in history and are responsible for the environment and culture. This kind of tourism project is the most extensive among tourism products, benefiting the masses and future generations. With the support of many parties and the assistance of the government, its wide correlation and strong influence are unmatched by any other industry. It will further promote the development of local agriculture to high technology, high efficiency and high benefit, and promote the development of agricultural modernization, and will become a green ecological environment base for urban residents' leisure and vacation. Its prospects are extremely bright.

Third, the general model of sightseeing agricultural tourism development

As a new tourism product, we should first develop the suburbs and outer suburbs of large and medium-sized cities. These areas are rich in tourism resources, convenient transportation and stable tourist market. Such as Huairou County, Xishan District, Fangshan District and Miyun County in the suburbs of Beijing. Suburban tourism has always been an important part of Beijing's tourism industry. Remarkable achievements have been made in industrial scale, product diversification, marketization of operation and legalization of management. According to the statistics of Beijing Tourism Bureau and Beijing Municipal Bureau of Statistics, the city received 76.83 million domestic tourists and earned 36 billion yuan, a considerable part of which occurred in the suburbs. It can be seen that sightseeing agricultural tourism has become an economic growth point in Beijing. Its development process generally needs three stages: the embryonic stage, mainly resource-oriented; The primary development stage is generally product-oriented; The mature stage is dominated by investment.

Geographical distribution can also be summarized into two situations. First, relying on abundant natural resources, it is characterized by abundant natural and human resources in the region and convenient transportation. Although far from the city, it still has a strong attraction. For example, the Jinggangshan sightseeing agricultural area in Jiangxi Province is beautiful in mountains, water and people. It is not only the cradle of the red revolution, but also the kingdom of green plants. The climate is suitable and the contrast between red and green is quite attractive. Secondly, relying on attractive big cities, we should combine artificial agricultural scenic spots with local agricultural economy and well-established technical sightseeing, such as Suzhou's "Future Agricultural World", Zhuhai's "Modern Agricultural Kingdom" and Beijing's suburban sightseeing agricultural landscape. These two regional models reflect the location and market strategic thinking of developers and operators. Although at the same stage of development, it is manifested in different geographical spaces.

Functionally, it can be divided into many modes. First, meet people's psychological requirements of returning to nature, create rural space, provide rural space for tourists by using natural environment or artificial rural environment, give people a fresh field such as eco-tourism, rural leisure vacation and agricultural park, and let them enjoy green and natural gifts; Secondly, it satisfies people's desire to learn knowledge and art, and provides a place to exchange experiences, impart skills and carry out traditional education. Through the participatory agricultural planting process and rural lifestyle, urban and rural residents can exchange and spread friendship through colorful and jubilant activities such as characteristic entertainment activities and festival performances, such as agricultural practice, festival celebrations and cultural activities, and visiting relatives and friends in their hometowns. Strengthen the exchange of thoughts and feelings, spread information, enhance friendship and narrow the gap.

Third, provide local product trading places to promote material exchange.

Tourists participate in labor and experience rural life through picking activities, buy goods in markets or circulation channels, and promote material exchange; Rural areas increase their income by selling products, providing accommodation services and labor services.

Jinggangshan sightseeing agricultural zone sells Redmi, bamboo shoots and other local products through direct sales outlets; In sightseeing agriculture in the suburbs of Beijing, fruits and flowers can be sold, and systematic agricultural knowledge can be taught through popular science demonstration, ecological agriculture demonstration and agricultural science and technology demonstration, so as to increase skills and talents. On this basis, we can sell new agricultural science and technology products, such as the visit and sale of water-saving agricultural products in Israel and the hands-on orchard in Dongguan, and repay the rural economy through friendly commodity transactions through feelings, so as to achieve the purpose of barter, activate the market and increase income.

Fourthly, the problems and thinking in the development of sightseeing agricultural tourism.

As a new tourism project, sightseeing agricultural tourism has attracted a lot of attention and bets. In the aspect of project demonstration, we should estimate the basic situation of agricultural resources in the development zone realistically from multiple angles and actual conditions, especially the agricultural situation, the quality of local farmers, the resource base, the natural landscape and the showability of rural folk customs. In the market positioning, we should pay full attention to domestic tourists, but also urban residents' leisure places, rather than international tourists; From the point of view of site selection, the first is the suburbs of large and medium-sized cities, and at the same time, the efficiency should be convenient and all kinds of infrastructure should be improved. These problems show that the development of sightseeing agriculture is conditional, and people can't say it all at once. In China, there have been many "climaxes" in the development of tourism market, such as celebrity parks in 1980s and miniature landscapes in 1990s. Only a few products have been recognized and developed by the society, and a considerable number of products have been abandoned in the market because they are divorced from the national conditions and far from the needs of the China tourism market. We should seriously consider this lesson.

Sightseeing agricultural tourism is a new attempt to develop leisure and holiday tourism activities by using agricultural ecological environment. China's tourism industry has developed rapidly, but it started late and is still in an underdeveloped stage, while the development of sightseeing agricultural tourism products is only in the primary stage, and the products are promising. We should not rush headlong into action in operation, but proceed from reality and take it seriously. For example, the green manor project in a city was originally an attempt of sightseeing agricultural tourism, grabbing land and disorderly competition. In just a few months, it has flooded into more than 0/0 green estates in the city, involving thousands of hectares of land. The momentum is too strong, the operating procedures are not standardized, and there are loopholes in the middle. Some people start to attract foreign investment on a large scale only with a feasibility report or the approval of project planning, and the examination and approval procedures and procedures are not perfect. The green manor established on this basis has simple functional design, repetition, lack of characteristics and attraction, similar activities and little innovation. Scale design relies too much on unnatural agricultural technology, urbanization and man-made development. Some of them failed to see the characteristics of China, and the original appearance and folk customs of the countryside were completely different, which even destroyed the eco-agricultural environment in this area. Never let it become an unnatural and pure foreign scenery. At present, sightseeing agricultural tourism in China is only in the primary stage of development. When choosing a project, we should carefully examine the basic factors such as resource base, market positioning and location advantage.

The space of sightseeing agricultural tourism in China is different from that in some developed countries, and the consumption demand and consumption composition are different. The consumption groups of sightseeing agricultural tourism are mainly people with certain tourism experience in cities, and the urban population in China only accounts for 26% of the total population. There are still quite a few people in this group who lack tourism experience, and have never been to domestic places of interest or been abroad; In developed countries such as Britain and the United States, the average population of 80% is concentrated in cities, and the urban population of some countries is as high as 93%. Judging from the psychological state of consumers, urban residents in European and American countries have lived in cities for generations; In China, except for a few urban residents such as Beijing, Shanghai and Guangzhou, most parents and grandparents are farmers, and even some urban residents themselves come from rural areas. Because of such differences, they can't do it. Sightseeing agricultural tourism is a novel, fresh and unknown field for urban residents in developed countries in Europe and America. This project was very popular as soon as it was launched. For China city residents who were farmers yesterday, rural life and rural labor are familiar memories. This project has a resource base and a bright future, but don't rush into action, but proceed from the local actual situation. Its development is conditional and objective, and it can't be decided by manpower alone. For example, it is necessary to maintain the characteristics of local resources (whether geographical resources or historical and cultural resources), maintain the original style, and the original lifestyle and cultural customs are the attractions of sightseeing agricultural tourism. At the same time, the integrity of these resources should be protected, and related construction must be coordinated and natural. At the same time, local farmers need to have good quality, and of course there is a considerable amount of capital investment.

As a new product, sightseeing agricultural tourism is attractive and full of vitality, but it is a new product, a new project, a new form of tourism, a new investment channel, and a means to develop social economy and tourism rather than an end. It can be seen that the green seed of sightseeing agricultural tourism can not germinate, blossom and bear fruit anytime and anywhere, but is restricted by conditions. First of all, the source of the development of sightseeing agricultural tourism is the resource base. The local area should have distinctive agricultural scenery, original ecological lifestyle and cultural customs, followed by convenient transportation and cultural quality. As a tourist market in China, we must develop this product. We must proceed from reality, step by step, and have rhythm. It is the best choice to develop according to needs and possibilities, so as to make this rookie drive brighter.