In recent years, while speeding up the construction of tourist attractions and supporting facilities, suburban counties in Shanghai have generally begun to attach importance to tourism management. They have successively held festivals such as Nanhui Peach Blossom Festival, Changxing Island Citrus Festival, Shanghai Root-seeking Cultural Tourism Festival, Fengxian Kite Festival, Zhujiajiao Ancient Town Tourism Festival, Jiading Confucius Temple Cultural Festival, Sheshan Orchid Bamboo Shoots Cultural Festival, etc., so as to promote tourism through festivals and increase the number of tourists in suburban counties year by year. Shanghai urban agricultural tourism has taken a gratifying step and achieved good social and economic benefits.
However, there are still some problems in Shanghai's urban agricultural tourism, mainly:
1, lack of overall development planning, leading to the focus is not prominent, the layout is unreasonable, and it is difficult to play the agglomeration effect and scale effect.
2. The regional cultural characteristics of some tourist attractions are not clear enough, the content and form are basically the same, the theme is single, and there is a phenomenon of repeated construction, which can not reflect the charm of agricultural tourism itself, reduce the comprehensive economic benefits, and lead to insufficient development potential.
3. Emphasis on the construction of theme park-style scenic spots, and insufficient understanding of excavating and updating existing old scenic spots and developing and utilizing new rural ecological landscapes.
4. The links between scenic spots are loose, and it is difficult to organize tourist routes.
5. The marketing promotion is not strong enough, and quite a few tourist attractions are not well-known among the citizens.
6, the management quality is not high, the overall reception level is low, and the supporting facilities are not perfect, so it is difficult to meet the needs of urban agricultural tourism development.
7. In the consumption composition, transportation, catering and accommodation are the main expenses, while entertainment and shopping are relatively low, which leads to a low overall consumption level and makes agricultural tourism products in a low-quality and low-income operating state.
In order to realize the sustainable development of urban agricultural tourism in Shanghai, the following suggestions are put forward:
(A) rational planning, the establishment of the best structure of eco-tourism agriculture model.
In order to take the road of industrialization and realize sustainable development, Shanghai urban agricultural tourism must make a good development plan, build a brand and enhance its competitive strength. Tourism development planning with high starting point, high standard and high grade is a solid foundation and development guide for the sustained, healthy and rapid development of tourism. To speed up the development planning of urban agricultural tourism and implement comprehensive supporting construction, experts and scholars should be invited and organized to conduct planning demonstration, and the overall planning of urban agricultural tourism development and the controlled construction planning and detailed planning of important scenic spots in the near and medium term should be formulated from a high starting point. Adhere to the principle of sustainable development combining rational utilization with effective protection, adhere to the comprehensive construction policy of scientific layout, supporting functions, beautiful environment and good order, highlight key points and implement them by stages. Planning should be short-term, medium-term and long-term, and reasonable development and construction should be carried out step by step, actively promoted, and according to the needs and possibilities of market development, one should be mature, one should be built and one should be run well. Make full use of the basic conditions in the region, combine the present situation of natural resources, climate and environment, human landscape, agricultural infrastructure and supporting service facilities, adjust measures to local conditions, make scientific layout and reasonable planning, establish an agricultural tourism system with efficient use of resources and virtuous ecological cycle, and create good ecological benefits.
(2) Continuously strengthen the sustainable consciousness of urban agricultural tourism development.
The foundation of urban agricultural tourism is a virtuous circle of ecological rationality and internal functions of the system. Without this foundation, tourism is impossible. Therefore, in the process of planning or implementation, we should first use ecological principles to guide the construction according to the requirements of ecological agriculture. In order to improve the ecological productivity of the system, we should realize the reasonable combination and operation of production materials, labor force and production environment in the system, and strengthen the coupling among all components in the system while maintaining the stability of the ecosystem. In addition, in the exploitation of resources and the excavation of consumption forms, we should adhere to the theory and methods of sustainable development to manage agricultural tourism resources, so as to meet the opportunities and abilities of contemporary people to enjoy the natural and human landscape of tourism, take into account the interests of future generations, closely combine the development and protection of agricultural tourism resources, and truly regard urban agricultural tourism consumption as a new consumption form that develops harmoniously with the natural environment without sacrificing ecological environment resources.
(3) According to the demand characteristics of urban tourists, pay attention to the standardization of urban agricultural tourism environment and reception facilities.
With the continuous improvement of people's living standards, the requirements of urban residents for tourism elements are also constantly improving. In the process of urban agricultural tourism activities, they hope to gain novel feelings and maintain their existing living habits. While creating rural flavor, urban agricultural tourism operators should pay attention to the hygiene and comfort of the tourism environment, especially the reception facilities. The municipal tourism administrative department and the municipal quality and technical supervision department should formulate the "Shanghai Farmhouse Tourism Service Standard" as soon as possible to make the urban agricultural tourism management service more standardized.
(D) Attach importance to the management strategy of agricultural tourism.
1, broaden the function of leisure agriculture. Highlighting the two characteristics of diversified functions and complementary functions, leisure agriculture should have the following functions: (1) providing tourists with the rest function of leisure places; The economic function of increasing farmers' employment opportunities and raising income level; The ecological function of creating a beautiful and clean ecological environment for the development of metropolis; In order to promote the contact between citizens and farmers and promote the social function of urban-rural integration; Provide tourists with agricultural experience, health care functions of medical care services, etc.
2. Incorporate urban agricultural tourism into the whole urban tourism system. Urban agricultural tourism is the expansion of urban tourism and holiday industry, and should be set up in the form of joint venture and joint development with tourism management departments. Relevant departments of this Municipality should also list urban sightseeing agriculture as a key project for planning, support and construction.
3. There should be a long-term plan that is suitable for Shanghai's urban agriculture. As an integral part of urban agriculture, urban sightseeing agriculture should become an important growth point of urban agriculture for planning and construction. The design and planning of urban sightseeing agriculture itself must emphasize the original development, so that the development of urban sightseeing agriculture will be more characteristic and perfect.
4. Keep true colors, highlight features and enhance attractiveness. Professionals are invited by government departments or trade associations to regularly train business operators and service personnel, cultivate market awareness, change ideas, and strengthen the characteristics and differences of management. Highlight the natural, simple, green and fresh environmental atmosphere in rural areas, emphasize natural interest, leisure interest and wild interest, and try our best to show the attractive charm of urban agricultural tourism.
(five) to step up personnel training and service facilities construction, improve the management level. The development of urban agricultural tourism has more tourism characteristics, so it is necessary to step up personnel training, attract professional tourism talents to join, improve management level, speed up the development of tourism products, do a good job in marketing, and at the same time speed up the construction of service facilities to improve the grade and level of services.
(6) Pay close attention to publicity and promotion. The overall promotion of urban agricultural tourism is a function that only the government can undertake. According to different tourism markets and groups, we should plan and implement corresponding theme propaganda, especially carefully design, package and promote new products of urban agricultural tourism. According to different time periods, different tourist markets and different tourist groups, different themed products are used for publicity. We should attach importance to the development of tourism market, increase publicity and promotion, and improve the visibility of urban agricultural tourism. It is also necessary to strengthen the introduction of urban agricultural tourism attractions through television, radio, newspapers and the Internet, and carefully organize the production and compilation of urban agricultural tourism guides, urban agricultural tourism traffic routes and scenic spot signs.
(Proposal number. : 0 168)
Shanghai Tourism Management Committee replied:
Agricultural tourism is a new form of urban tourism in Shanghai, which is the product of the combination of tourism and agriculture. Developing agricultural tourism is not only the objective requirement of tourism development in this city, but also can promote the economic construction and social development in the suburbs. The Municipal Tourism Commission implements the spirit of the suburban work conference and plans to focus on five aspects:
First, the planning and construction of the suburban tourist area of the resort.
Pay close attention to the implementation of the "Three-year Development Plan of Shanghai Tourism (2003-2005)" and start the overall layout planning and functional development of suburban tourist resorts; According to the principle of "unified planning, rational layout, pilot first and step-by-step implementation", develop and build suburban tourist resorts; Promote the connection between the construction of resorts and the city's economic and social development planning and urban form planning; By means of public bidding at home and abroad, the detailed planning of suburban tourist resorts is formulated with a high starting point and high standards, and advanced foreign concepts are introduced to reflect the scientific, advanced and forward-looking nature of the planning.
Second, expand new fields of agricultural tourism.
Based on the standard of "Shanghai Farmhouse Tourism Service Grading Evaluation", we will comprehensively promote agricultural tourism. Develop in the direction of standardization, enrich the connotation of urban tourism, invigorate rural economy and increase farmers' income.
Third, further improve the functions of suburban tourism, transportation and other infrastructure.
The Municipal Tourism Commission will continue to support the suburbs in terms of tourism transportation, tourism information network construction, etc., add special suburban tourism lines, develop characteristic suburban tourism products, increase publicity and promotion, and continuously strengthen the functional construction of suburban tourism infrastructure.
Fourth, continue to develop eco-tourism.
While focusing on promoting the construction of suburban tourist resorts, combined with the economic development of one city, nine towns and suburbs, we will comprehensively integrate and optimize suburban tourism resources and organize tourism enterprises to develop products suitable for suburban leisure and holiday tourism.
Fifth, expand the coverage of personnel training to meet the requirements of suburban tourism development.
In view of the present situation of suburban tourism development, we should pay attention to the inclusion of suburban leisure and holiday tourism-related talents in the city's tourism talent training plan. At the same time, in order to adapt to the construction of suburban tourist resorts and the implementation of the "farmhouse music" standard, we will further improve the management level and market adaptability of suburban tourism enterprises and form the stamina for industrial development.
Shanghai Agriculture Committee replied:
In recent years, the leaders of the municipal government have attached great importance to the sustainable development of agricultural tourism in our city, and our Committee has also actively cooperated with the Municipal Tourism Commission and other departments to carry out some special studies to promote the continuous development of agricultural tourism in our city. As pointed out in the proposal, the development of suburban agricultural tourism has broad development prospects, and now Shanghainese need a green and elegant environment more and more. With the development of urban and rural economy and the improvement of people's living standards, "outing" and agricultural eco-tourism will become more and more choices for Shanghai residents. The suburbs of Shanghai in the future should create more conditions for improving and optimizing Shanghai's urban environment and for millions of Shanghai residents to go to the countryside for leisure, vacation, sightseeing, traveling, shopping and returning to nature on holidays. In June, 2002, our committee drafted the Work Plan for Promoting the Development of Ecological (Agricultural) Tourism in Shanghai Suburbs in the Next Three Years, and many contents were incorporated into the Three-year Action Plan for the Development of Tourism in Shanghai drafted by the Municipal Planning Commission. The relevant opinions put forward by our Committee are as follows:
(1) Make use of the unique natural resources in the suburbs to speed up the construction of Qingpu Sheshan National Tourism Resort and Dianshan Lake area, Nanhui coastal area and Fengxian Bay area.
(two) actively promote the planning and construction of Chongming Forest Park, hengsha island, Jiading Liuhe Island, Jinshan Qinwang and other mountainous areas.
(3) Accelerate the construction of suburban ecological forest. Conscientiously implement the strategic layout thought of Shanghai's agricultural "three three" structural adjustment put forward by the municipal party Committee and the municipal government, and carefully plan and build "five suburban forests".
(four) actively promote the development of special tourism festivals and "farmhouse music" and other projects. 1. On the basis of continuing to run the Peach Blossom Festival, Kite Festival and Citrus Festival well, actively develop new suburban characteristic agricultural leisure sightseeing tours, such as flower viewing tour in Jinshan District, peach and melon tour in Nanhui District, forest tour and crab culture tour in Chongming County, strawberry and spirit tour in Qingpu District, etc. At the same time, actively develop agricultural products with tourism characteristics. 2. Promote the successful experience of Qianwei Village and Chenjia Town in Chongming County in developing "farmhouse music" tourism projects (that is, tourism projects featuring "letting tourists eat farmhouse food, live in farmhouse music, learn farmhouse music and enjoy farmhouse music"), and strive to redevelop and build 24 different types of "farmhouse music" tourism spots in the suburbs. At the same time, formulate measures for the management of "farmhouse music" tourism projects in this city.
(five) to further improve the suburban ecological leisure sightseeing routes. For example, the modern agricultural tour in Pudong, the "Flower Tour" in Nanhui and Donghai Farms, the agricultural popular science tour in the Municipal Academy of Agricultural Sciences, the "Meteorological Popular Science Tour" in Shanghai Meteorological Bureau, the forest tour in Chongming and Songjiang Overseas Chinese Villages, and the island ecological tour in Jinshan.
Recent work priorities:
(1) Strengthen publicity and fully understand the significance of developing agricultural eco-tourism in Shanghai. In Shanghai, a metropolis, developing agricultural tourism can not only enrich and improve the quality of life of urban people, but also actively promote the adjustment of agricultural structure and the multifunctional development of agriculture in Shanghai suburbs, thus increasing the added value of agriculture and increasing farmers' income.
(two) based on the last three years, focusing on long-term planning. Developing agricultural tourism is a complex systematic project, which must be planned first. To develop eco-tourism in all suburbs, districts and counties, it is necessary to have both a master plan and some specific project operation plans. Planning and planning should be scientific. At present, all suburbs, districts and counties should first do a good job of existing resources, systematically integrate existing scenic spots and landscapes, enrich functions, enrich connotations, rationally allocate and strengthen supporting facilities. At the same time, we should correctly handle and combine the relationship between various special tourism and comprehensive tourism, seasonal tourism and perennial tourism, local tourism and surrounding tourism, and comprehensively improve the reception capacity and quality of various tourism resources in the suburbs.
(three) to formulate clear organizational measures and policy measures. To develop suburban eco-tourism, we must implement three aspects: organization, policy and project.
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