Problems and Countermeasures of Rural Tourism Development in China

On March 26th, 20 13, the national on-site exchange meeting on leisure agriculture and rural tourism was held in Nanchang. Zhang Tianzuo, director of the Bureau of Township Enterprises of the Ministry of Agriculture, said that the development of leisure agriculture and rural tourism has expanded agricultural functions and improved the comprehensive benefits of agriculture, and is becoming an important way to prosper the agricultural and rural economy, promote farmers' employment and income, stimulate domestic consumption and promote the integration of urban and rural economy and society.

According to the data of "In-depth Investigation and Investment Strategic Planning Analysis Report on Leisure Agriculture and Rural Tourism in China in 20 13-20 17" issued by Forward-looking Industry Research Institute, by the end of 20 12, there were 85,000 villages in * * * China carrying out leisure agriculture and rural tourism activities, and the business entities of leisure agriculture and rural tourism reached/KLOC-0. There are 28 million employees, accounting for 6.9% of the rural labor force in China; It receives 800 million tourists a year and realizes business income of more than 240 billion yuan. According to the investigation of typical leisure agriculture business entities in China135,000, farmers account for 92.4% of the employees, and their land output rate is close to RMB 0/20,000 per mu, which is 6.2 times of the national average agricultural land output rate. The per capita output value of farmers engaged in leisure agriculture is 54 100 yuan, which is 2.75 times of the national agricultural labor force in the same period.

According to the analysis of Forward-looking Report on China Leisure Agriculture and Rural Tourism in-depth Investigation and Investment Strategic Planning issued by Forward-looking Industry Research Institute, at present, the development of rural tourism has begun to take shape, showing a diversified development trend. Since 1990s, rural tourism in China has developed rapidly. In 2 1 century, rural tourism entered a period of all-round development, with the increase of tourist attractions, expansion of scale, broadening of functions and wide distribution, showing a new trend of vigorous development. However, according to the analysis of the report, it is very important to choose a development model suitable for its own characteristics while rural tourism is developing rapidly in various places. Our report is the first report in China that systematically expounds the development model of rural tourism. Now we will introduce three of them in detail:

First, the business model of individual farmers.

According to the analysis of "China leisure agriculture and rural tourism in-depth investigation and investment strategic planning analysis report 20 13-20 17" issued by Forward-looking Industry Research Institute, the individual farmers' business model is the simplest and most elementary one, with farmers as the mainstay and farmers operating by themselves. By transforming their own farming and animal husbandry farms and building tourism projects, they will become a complete tourist attraction (scenic spot). It is usually characterized by small scale, single function and primary products. By developing individual farms, absorbing nearby idle labor, and joining the service industry through handicrafts, performances, services and production, a development model from point to area is formed.

"Nongjiale", which is developing rapidly all over the country at present, is a typical representative of this business model. For example, the "Hu Axiang Farmhouse" in Heshan District of Yiyang, Hunan Province and the "Naugantala" in Urad Middle Banner of Inner Mongolia, through the development of self-employed tourists, have driven farmers and herdsmen in the same village to participate in the development of rural tourism and embarked on the road of * * * common prosperity.