1. What are the methods for planning tourism agriculture projects? How to use them? (15 points)

As an emerging industry, tourism agriculture promotes the transformation of traditional agriculture into modern agriculture, solves some problems in agricultural development, provides a large number of employment opportunities, solves employment problems for rural surplus labor, and drives rural education, health, and transportation. The development of rural areas has changed the face of rural areas and provided new ideas for solving the "three rural issues".

1. On-site survey and data collection

The main contents of on-site survey and data collection include climate, sunshine, hydrology, rainfall, soil conditions, topography, environmental pollution, population, Labor force, economic conditions, transportation conditions, agricultural biological resources and major agricultural industry projects, tourism resources and surrounding tourism projects, sightseeing and leisure agricultural resources and surrounding sightseeing and leisure agricultural projects, as well as the overall planning of urban and rural construction in the region, land use planning, new rural areas Planning texts and drawings related to construction planning, agricultural planning, tourism planning, surveying maps, land use status maps and other drawings.

2. Current Situation Analysis and SWOT Analysis

Based on the above survey and collection, the regional conditions, tourism and leisure agriculture resources, existing tourism and leisure agriculture, and tourism and leisure agriculture development environment Perform analysis and evaluation. SWOT analysis is to determine the competitive advantages (strength), competitive disadvantages (weakness), external environment opportunities (opportunity) and external environment threats (threat) of the tourism and leisure agriculture project. Based on the internal strengths, weaknesses and external environment, understand the opportunities and challenges faced by this project and provide a basis for the strategic positioning of this project.

3. Goal determination and strategic positioning

On the basis of investigation-analysis-synthesis, development positioning and development goals are proposed. Development positioning includes functional positioning, development direction, image positioning, theme planning, market positioning, and target customer source positioning. Functional positioning is to focus on the six elements of tourism of "food, accommodation, transportation, travel, shopping and entertainment", combined with agricultural sightseeing and leisure methods, to determine the main functions, such as leisure and entertainment, sightseeing and appreciation, farming experience, recuperation and vacation, folk festivals type, conference and catering type, etc.; image positioning is based on the characteristics of the project, introducing well-known image concepts of humanities, ecology, biology, and technology, and proposing unique, clear, and fascinating themes, such as "The Place where Peach Blossoms Bloom" in Feicheng Leisure Taoyuan ;Market positioning is to analyze and determine the target market and target customer sources, and construct a three-dimensional marketing strategic framework according to functional areas, marketing timing, and customer source categories; development target positioning is to determine the number of tourists, sales, and profits in a certain development period and its time periods Wait for the target.

4. Zoning planning and individual setup

Functional zoning is required for large-scale tourism and leisure agriculture. Functional zoning should be determined based on agricultural production layout, resource differentiation and tourist sightseeing and leisure requirements. Each functional area should have an image positioning and determine a theme. At the same time, the important units of each functional area should be planned, and the iconic landmarks should be planned. Preliminary design is carried out for individual entities such as sculptures, gardening, buildings, archways, etc. In the planning stage of tourism and leisure agriculture, a functional area layout map should be drawn, preferably accompanied by a landmark single rendering.

5. Marketing planning and event arrangements

Marketing planning includes brand planning, publicity planning, promotion planning, etc. Promotion planning includes promotion strategies, arrangements for events and other promotional activities, and specific promotion plans for different target markets and target customer sources.

Festival activities are often an important form of promoting tourism and leisure agricultural products and attracting investment. They are also an important way to attract tourists, establish a tourism image, and improve