What is the purpose of leisure agriculture project planning and planning? Based on the existing rural elements, around the above-mentioned core and the transformation and upgrading of agricultural industry, it fully displays the cultural value, experience value, use value, popular science value, ornamental value, ecological value and derived social value of all products in the park through modern environmental protection new technologies and cultural creativity, thus bringing guests a strong sense of belonging (emotional value) to a greater extent, that is, realizing people's material and psychological double experience.

At the same time, the function of leisure agriculture projects should give consideration to ecological benefits, social benefits and economic benefits, and meet the basic needs of maximizing people's behavior value to the maximum extent.

At present, the fact that most leisure agriculture is in trouble can prove that the current single tourism planning, agricultural planning, urban planning, landscape design or architectural design can not meet the sustainable development requirements of efficient operation of the project.

◆ A blank sheet of paper

The only constant in the world is that everything is changing. Leisure agriculture is not only a systematic project, but also a dynamic industry. On the premise of adapting to local conditions, we should comprehensively consider the multi-coupling and three-dimensional superposition of agricultural product structure, leisure service projects, landscape environment, cultural atmosphere, infrastructure and operation management. Simply copying others' practices and staying on your own past experience will often restrict the reasonable matching of resources. Therefore, whether it is the pre-planning stage or the operation stage, we must have a zero (empty) mentality.

◆ Two major resources

What is the most precious resource in rural areas? There is no doubt that people often think of ecology first. Being close to nature is human nature and instinctive demand, and the ecological environment such as pure land and air has promoted the vigorous development of leisure agriculture.

There is also a very important factor in the most precious resources in rural areas, which is the deep human touch, pure smile and simple words in rural areas. This is a true feeling of "humanistic openness". Morality and honesty inherited from local civilization are nourished, which is different from utilitarian honesty bound by interests and system in urban civilization. This kind of perceptual trust is as important and precious as the rural ecology. If our leisure agriculture loses the authenticity with honesty as the core, for example, instead of producing green organic food, it will lead to the overall collapse of the industry. On the contrary, if we treat each other with sincerity, the market opportunities will be infinitely enlarged, and not only the profit channels such as catering, accommodation and sales of agricultural and sideline products will be expanded. Leisure agriculture can introduce many new business forms, such as rural warehouse supermarkets, exhibition centers for new and exotic products, and even experience marketing centers for fashion and luxury goods, which can all be developed in leisure farms. Regarding the importance of protecting rural credit resources, we should learn from tourism. Nowadays, many tourist attractions are doing one-off business, so it is difficult to attract repeat customers. Not only the price is high, but also the quality of goods and services is low, and all kinds of cheating are serious, which is also the fundamental reason why more and more people are unwilling to spend in scenic spots. The tourism radius of leisure agriculture is smaller than that of scenic spots, so we should do everything possible to turn first-time customers into repeat customers. Besides protecting the ecology, honesty is one of the strongest core competitiveness, and we even list honesty as an inexhaustible soft resource for the sustainable development of leisure agriculture.

◆ Three-multi principle

In the process of developing leisure agriculture, we emphasize the protection of biodiversity, show the diversity of folk culture and meet the diversity of customers' needs, which is referred to as the "three more" principle.

Among them, biodiversity is the ecological museum, which refers to the biological chain structure that adapts to a certain range of animals, plants and microorganisms (the most typical is the wetland park); To some extent, leisure agriculture not only depends on the existing ecological environment, but also restores and perfects this biological chain structure through our investment behavior.

Cultural pluralism, that is, the rural stage, relies on the excavation of local culture and even scientific grafting to convey the information of human civilization. Through the way of leisure consumption, we skillfully integrate our eco-environmental protection concept into this kind of products that experience consumption, bringing people deep-seated spiritual enjoyment and thinking, trying to make a greater degree of * * *.

The expression of humanistic heritage (cultural elements) is not only realized through colorful cultural activities, but also embodied in artistic processing and creation by various ways and technologies (skillfully integrated with "creativity"), and disseminated, promoted and passed down through the consumption mode of leisure agriculture (catering) (the most typical example is the intangible cultural heritage inheritance demonstration center);

The diversity of needs means that there are wide differences in material and spiritual needs in the face of all kinds of guests. Whether it is low-level survival needs, high-level spiritual needs, or various new needs arising from social progress, our project planning should ensure sufficient flexibility and plasticity to leave enough space for our own development. In short, only by serving the explicit demand and tapping the implicit demand (the core value of "creativity" is "manufacturing demand") can we meet the changeable demand at different levels (the most typical one is Happy Farm).

◆ Four Life Views

In the early stage of development, leisure agriculture gradually established the concept of "production development, affluent life and good ecology". With the deepening of practice, people feel more and more the highest level of enjoyment brought by leisure agriculture to owners and customers, which is a deep interactive experience, an exploration of nature and life, a recuperation of the body and a pleasure of the soul. We collectively refer to these intangible feelings as "life perception" (enlightenment), thus forming the concept of leisure agriculture. At present, some leading leisure agricultural units have put forward "Buddhism, agriculture and Zen" (such as having fields) and "slow life" (such as our most traditional habit of greeting people: walking slowly, eating slowly and being busy slowly ...)

◆ Five flavors of thinking

Leisure agriculture has some basic characteristics and essential manifestations such as local flavor, cultural flavor and human touch. These three flavors are the most basic requirements. If we deviate from these three directions, it will no longer be a real leisure agriculture. On the basis of the "three flavors", we also emphasize fun, including fun sports, fun education, fun labor and fun marketing. Only when fun is reflected in all aspects can we stimulate the enthusiasm and happiness of customers' in-depth experience. If you can achieve the above four flavors, you will naturally reach the highest level of "unforgettable" (such as a two-door planning and design), that is to say, you can leave a deep impression on customers, encourage them to be a volunteer propagandist who is willing to talk, arouse their good memories, and finally promote the goal of returning to consumption.

◆ Six realms

There are roughly six directions to improve the function and taste of leisure farms. One is the blending of mountains and rivers to satisfy the subjectivity and universality of space aesthetics; Second, the interaction between urban and rural areas (convection of urban and rural elements) has promoted the flow and remodeling of resource elements; Third, the combination of static and dynamic is to coordinate the comfort and interest of rural leisure; The fourth is the dialogue between ancient and modern times, which is to maintain the continuity and freshness of cultural inheritance; Fifth, the combination of Chinese and western, which is to match the timeliness and openness of the information society; Sixth, the sublimation of emotion and scenery, which is the artistry and flexibility of controlling details. To achieve these six points, we also call it reaching the six realms.

◆ Seven major landscapes

That is, the "landscape carnival" we mentioned earlier, leisure agriculture needs to add some human landscape elements in addition to maintaining the natural scenery of nature and ecological agriculture, and properly design and transform the landscape. The forms of landscape design are subject to the theme and are ever-changing, but the basic means can still be summarized as the following seven aspects, namely, using innovative methods to achieve fruit tree landscape, vegetable garden, pond wetland, ridge scaffolding and woodland permeability.

◆ Eight overall plans

1, coordinating agriculture, countryside and farmers.

2. Coordinate the primary, secondary and tertiary industries.

3. Coordinate three major sectors: prenatal, intrapartum and postpartum.

4. Coordinate the three regions of city, village and garden.

5. Coordinate production, scientific research and logistics.

6. Coordinate the three functions of ecology, economy and society.

7. Coordinate the three steps of core, demonstration and radiation.

8. Coordinate the early, middle and long-term stages.

◆ Nine skills

Leisure agriculture includes agriculture, forestry, animal husbandry and fishery, food, shelter, tourism and entertainment, politics, economy, culture, art, education, sports, science and technology, logistics, information, medical care and so on. It can be said that it is ubiquitous from astronomy to geography. Its extensive social, natural and economic attributes determine that leisure agriculture has huge expression space and free expression forms. When carrying out creative planning and leisure agriculture planning,

◆ Solve ten problems

In the end, the leisure agricultural park will eventually solve ten problems, that is, what to see? Grow what? Raise what? Deal with what What to eat? What are you playing? Where do you live? What do you sell? Create what? Spread what? In a word, it is what our parks or farms can provide to tourists and society.

◆ "factor integration"-sustainable Excellence

Leisure agriculture-experience participation/demonstration promotion (high popularity)

Organic agriculture-decisive quality/circular development (high quality)

Bio-agriculture-environmental protection technology/leading the future (high-tech)

Creative agriculture-cultural upgrading/market segmentation (high added value)

Brand Agriculture-Standard Production/Integrated Marketing (Core Competitiveness)