What are the problems in developing farmhouse eco-tourism in China at present?

(1) The business philosophy is backward, and the products lack brand characteristics and cultural connotations. The cultural quality of farmers' eco-tourism operators is generally low, and their business philosophy is relatively backward. At present, farmers are the main operators of farmhouse eco-tourism. Due to the low cultural quality and the influence of small farmers' thoughts, farmers' thinking characteristics tend to be practical and rational, paying attention to their own economic benefits while ignoring social and economic benefits, and lacking overall and long-term consideration for the development of farmhouse ecotourism.

Features and brands are the key factors to attract tourists. The original intention of developing farmhouse eco-tourism is to provide an environment for urban residents to change their urban lifestyle and an opportunity to know the countryside. In fact, at present, farmers' eco-tourism management tends to be similar in business philosophy, with weak brand awareness and low cultural content of tourism products. The content of leisure tourism products provided is monotonous, limited to mahjong, chess and cards, karaoke and other entertainment products, lacking taste and personalized color; Cultural connotations such as ecological culture, local culture and rural folk customs have not been deeply explored. Tourists lack healthy entertainment and leisure projects, fitness participation activities and cultural learning activities in tourism activities. This ignores the diversified entertainment needs of contemporary tourists and the potential demand for pursuing healthy and elegant consumption patterns, resulting in a shallow tourism state of fast-forward and fast-out, with a low revisiting rate, which cannot meet the needs of the modern tourism market.

(2) Lack of working capital and unified planning. At present, the domestic farm eco-tourism management is mostly based on families, and it is difficult to invest funds. Due to the large initial investment of the owners, the slow recovery of funds, the increasingly demanding taste of tourists, and the lack of characteristics of business projects, the long-term lack of reinvestment has not changed, and some businesses have shrunk, and it is even difficult to maintain their operations.

Due to the lack of investigation on geographical location, self-resources, local policies, market demand, infrastructure and rural folk customs, and the assessment of environmental carrying capacity, farmers blindly invest in projects, and the tourism products developed have not been scientifically demonstrated. The development and construction in some places have deviated from the basic principles of simplicity, naturalness and coordination, and unilaterally pursued scale and modernization, which not only deviated from the connotation of farmhouse eco-tourism, but also destroyed the environmental harmony and reduced the tourist attraction.

(3) The management system is not perfect and the service level is uneven. At present, farm ecotourism has not been included in the formal management scope of tourism or industrial and commercial departments, nor has it been taxed by tax authorities. It opens and closes at will. In order to save costs, some farmers find several "relatives" to start businesses, while others simply do not have the operating conditions. Therefore, some farmhouse eco-tourism has the phenomenon of "cheating customers", which seriously affects the image of farmhouse eco-tourism.

Most of the initiators of farmhouse eco-tourism are farmers with relatively low local education. They have not received special business training, and their service awareness and quality are poor, and their overall reception level is low. An important purpose of tourists' travel is to enjoy high-quality service while entertaining. When tourists can't meet their own needs well, it will inevitably give a big discount to farmhouse ecotourism, which is not conducive to the long-term development of farmhouse ecotourism. Although there are many farm ecotourism, it is small in scale and mostly in disorder. Without a unified service standard and service concept, it is difficult to be bigger, better and stronger.

(4) The infrastructure is not perfect, and the environmental sanitation quality is not up to standard. Farmhouse eco-tourism is generally carried out in suburban rural areas, and the infrastructure construction in many places lags behind, which affects the development of tourism. First of all, the traffic problem is outstanding. The road to the farmhouse is poor and the traffic is inconvenient. Because foreign tourists are unfamiliar with the local geographical environment and lack obvious signs, their accessibility is poor. Secondly, leisure facilities are lacking. Many farmers' eco-tourism leisure facilities are too simple, lacking facilities for tourists to stay comfortably, such as pavilions, chairs, tea rooms in the shade, etc. Third, the supporting facilities are not complete. Medical health stations, pharmacies, small supermarkets, barber shops and other supporting facilities are still not perfect. In addition, the lack of water supply and power supply, poor sewage discharge and random discharge of garbage and domestic sewage have all affected the sustainable development of farmhouse eco-tourism.

Due to long-term bad health habits and lack of basic health conditions, the health status of farmhouse eco-tourism is not up to standard. According to incomplete statistics, at present, most farmers do not have health permits and business licenses, and employees do not have health certificates, so there are serious hidden dangers in the health and safety of accommodation and eating environment. In 2004, more than 80 tourists in Guilin, Guangxi were poisoned.

In recent years, some places have formulated a large number of policies to protect farmhouse eco-tourism, especially the farmhouse eco-tourism area with expanded operation scale, which has brought a series of environmental problems. Take the farmhouse eco-tourism popular in Songhuaba area in previous years as an example. It is located in the drinking water source area of Kunming, but a lot of garbage generated by farmhouse ecotourism is still burned, and domestic sewage is discharged at will, which has become an important reason for the deterioration of water quality in Songhuaba. Therefore, it is imperative to strictly supervise and manage the health and environmental protection of farmhouse ecotourism.

(5) insufficient publicity and poor awareness of promotion. Most farmers' eco-tourism operators are not aware of market promotion and lack the initiative to publicize and participate in collective promotion. In addition, the business scale is small and scattered, and the contact with travel agencies and other service agencies is not close, and a relatively perfect publicity and marketing network system has not been formed, so it is difficult to expand the popularity of its resources and products and form a brand effect.