1. Discuss the characteristics of the leisure tourism market
1. What do leisure agriculture and rural tourism refer to?
1. What is leisure agriculture?
What is rural tourism?
What is rural tourism?
2. Main types of rural tourism
3. The significance of developing rural tourism
2. What about rural tourism and rural tourism? Case)
Third, how to develop rural tourism
1. The meaning of leisure agriculture and rural tourism
1. What is leisure agriculture? What is rural tourism? What is rural tourism?
Traditional agriculture only has the function of supplying food and raw materials. Recreational farming is completely different.
Leisure agriculture uses agricultural landscape resources and agricultural production conditions to provide sightseeing, leisure, sightseeing, vacation and other services for urban tourists. It combines agriculture and tourism, and combines the primary industry and the tertiary industry. New industries.
Rural tourism is another name for leisure agriculture, which is intuitive, easy to understand and commonly used.
(Attention and rural tourism!)
Features:
(1) Rural tourism is a new agricultural management model of production, life and ecology;< /p>
(2) Rural tourism products are a service commodity. Its production is market-oriented, and its core value is service quality, not specific fruits and vegetables. Whether the customer is satisfied or not depends on the sum of all the feelings during the entire tourism process (completely different from previous agricultural products!);
(3) The resources of rural tourism are rich and diverse, with crops and fruit trees of various colors and shapes , vegetables, breeding, houses, ditches, roads, farm tools, traditional labor techniques, handicrafts, solar terms activities, clothing, food, housing and transportation habits, weddings and funerals, etc.
(4) Rural tourism brings farmers with families as the basic reception and operating unit;
(5) Rural tourism aims at profit.
The concept of rural tourism
Definition: Rural tourism refers to leisure, sightseeing, experience, and tourism that are attracted by rural customs, customs, rural-related scenery and farming. Study and other tourism activities.
The forms of rural tourism activities include: eating farm food, staying in farmyards, doing farm work, enjoying farmhouse entertainment, seeing farmhouse scenery, buying farmhouse goods, practicing farmhouse customs, using farmhouse furniture, etc.
What is the relationship between rural tourism and rural tourism?
Rural tourism is an industry that serves rural tourism.
2. Main types of rural tourism:
There is no unified standard for the classification of rural tourism. According to different regional locations, resource bases, investment entities, experience types and rural characteristics, they are divided into There are five types:
The first category is urban and suburban leisure and entertainment. This is the most basic, common and most common form of rural tourism. Generally in the suburbs of cities, with convenient transportation, accommodation services and complete entertainment facilities can be provided for these tourists. For example, Chengdu's Farmhouse, Tai's Fantawild and Mood for Love Hua'an, etc.
The other party randomly surveyed 300 tourists:
18% were from Tai'an, 20% from Jinan, and 32% from other counties and cities in the province, accounting for 70% in total.
Go on a road trip 53%.
67% of people are aged 20-39.
Income below 3,000 yuan accounts for 66%.
75% of people plan to stay for one day.
The second category is accommodation and reception around the scenic area.
This type is generally located around famous scenic spots. It is not attractive in itself and does not require too many tourist service facilities and landscape transformation. Relying on tourists in major scenic spots to carry out tourism activities, we provide tourists with accommodation services and local specialties. The tourist attractions of such parks and major scenic spots are complementary, serving as mutual sources of customers and developing in a coordinated manner.
There are good location conditions for the development of this kind of farmhouse around Mount Tai. The third category is tourism agriculture.
In the suburbs of the city, tours are provided for tourists to learn agricultural knowledge, experience farming culture and participate in farming activities. Visitors can engage in different agricultural activities.
For example, leisure farms, fruit picking gardens, tea gardens, leisure fishing grounds, agricultural education parks, agricultural science demonstration gardens, etc.
The fourth category is folk culture and characteristic residential types.
It refers to attracting tourists with the unique local folk customs and houses. This type is mainly folk villages and ancient villages
Attract tourists with beautiful rural scenery. Use the fields, fruits and nearby countryside to attract many city tourists. Eating farm food, tasting farm food, staying in farmhouses, having farmhouse entertainment, and buying farmhouse food satisfy the needs of citizens through folk experience.
For example, the Longji Rice Terraces in Longsheng County, Guangxi. Wuyuan in Jiangxi Province is known as the most beautiful village in China.
3. The significance of developing rural tourism
(1) Increase farmers’ employment. Add new jobs; low requirements for new technologies and low employment threshold.
(2) Increasing farmers’ income will help farmers become rich. Low investment threshold; low operating costs.
(3) It is conducive to the full development of agricultural resources and the adjustment and optimization of industrial structure. Extend the agricultural industry chain and promote the development of rural transportation, catering, accommodation, commerce and other service industries.
(4) It is conducive to improving the appearance of the village and promoting the improvement of rural civilization. Through the exchange of personnel, information, science and technology, and ideas between urban and rural areas, urban residents can have a deeper understanding of rural areas and agriculture, strengthen urban support for rural areas and agriculture, promote the improvement of rural civilization, and achieve coordinated development of urban and rural areas.
(5) It is conducive to the construction of a new socialist countryside.
2. What about leisure agriculture and rural tourism? (Case)
1. The development of leisure agriculture at home and abroad (Textbook P.14——)
Famous rural tourist areas:
April 2005 On the 12th, at the opening ceremony of the first China Rural Tourism Festival, Xujia Courtyard Leisure Center in Nongke Village, Youai Town, Pi County, Chengdu City was recognized by the National Tourism Administration as China’s No. 1 Farmhouse.
A rural tourist area that has developed rapidly in recent years;
Wuyuan, Jiangxi.
Longji Mountain, Longji Terraces Tourist Area, Heping Village, Heping Township, Longsheng Autonomous County, Guangxi, hiking.
2. The current situation of rural tourism development in Shandong Province.
At the beginning of reform and opening up, folk tourism in Shijiazhuang Village, Weifang was the first in the country. Since then, farm music and fishermen's music have been widely carried out in many places.
The fishermen are happy to introduce Wangjiazao Village, the most prosperous village in Rizhao, where every household engages in tourism during the fishing moratorium. The average annual income of the 106 households in the village exceeds 40,000 yuan.
Yishui County is located in the hinterland of Yimeng Mountain. Since 2002, tourism has been identified as a pillar industry. The Yishui Geological Wonders Ecotourism Zone has been developed. In 2003, the county received 2.1 million tourists and generated total tourism revenue of 760 million yuan.
Shandong’s festivals that focus on folk ecology are the earliest and most numerous in China. For example, Weifang International Kite Festival, Heze Peony Festival, Qingdao Sugar Ball Festival, Taishan International Mountaineering Festival, Rongcheng International Fisherman's Day, etc. have attracted more and more tourists. In 2004, Shandong created the first batch of 26 agricultural tourism demonstration sites, ranking first in the country. At present, Shandong has established 55 national agricultural tourism demonstration sites, continuing to lead the country.
Shandong has rich rural tourism resources.
1. Unique rural natural scenery. Qingdao, Yantai, and Weihai have charming sunshine, waves, and beaches; the vast green plains represented by Heze, Jining, and Dezhou; Tai'an, Linyi, and other mountain villages characterized by mountains and hills.
2. Colorful rural style. Mainly manifested in festivals, customs, etc. Such as Taishan Mountain Climbing Festival, Weifang Kite Festival, Jinan Qianfo Mountain Temple Fair, Heze Cockfighting and Sheepfighting Competition, Zibo Lantern Festival, etc.
3. Interesting local culture and art, cooking flavors, etc. Such as the Yangjiabu New Year paintings in Weifang, Bruhu in Jinan, Golden Deer Crafts in Juancheng, willow weaving in Lunan, clay figurines and cotton figurines in Heze, etc. Manchu and Han banquets are held at Kongfu and Qingdao Seafood.
4. Traditional rural labor force with distinctive characteristics. Ancient farming and working methods still remain in remote villages, and some areas are even in their primitive working stages. Under the influence of modern civilization, they have a new and strong attraction for tourists. Such as donkey and horse grinding, old cow grinding, wood weaving, handcart, small grinding tofu brain, catching crabs, driving ducks, driving cattle and sheep, etc.
3. There is a general lack of planning and planning. Many projects are launched blindly
4. There is a lack of tourism talents, a single management method, chaotic management, and non-standard services. There are relatively few rural tourism managers and lack of systematic and effective training. In fact, many of them are held by village cadres or local farmers. The quality of employees is generally low and management is extensive, falling into a vicious cycle of neglected management, low quality, and low income, which seriously restricts the development of rural tourism.
3. There is a general lack of planning and planning. Many projects were launched blindly, and the human traces in the development were too obvious. The trend of urbanization was obvious, and the local folk culture was impacted, which affected the characteristics of rural tourism.
4. There is a lack of tourism talents, a single management method, chaotic management, and non-standard services. There are relatively few rural tourism managers and lack of systematic and effective training. In fact, many of them are held by village cadres or local farmers. The quality of employees is generally low and management is extensive, falling into a vicious cycle of neglected management, low quality, and low income, which seriously restricts the development of rural tourism.
Problems existing in the development of rural tourism in Shandong Province
1. I don’t have an in-depth understanding of rural tourism. Rural tourist attractions are mostly based on purely agricultural tourism, and most rural tourism products fail to truly reflect all aspects of rural tourism.
2. Rural tourism development and operation are scattered, with poor brand effect, small scale and weak brand awareness of operators. One-sided emphasis is placed on the development of rural natural resources, while the development of local culture, rural folk customs and other cultural connotations is ignored.
Weifang Yangjiabu Woodblock New Year Painting Kite Folklore
Weifang kites originated in Yangjiabu Village in the early Ming Dynasty. At that time, the villagers had the carving technology of woodcut New Year pictures. They used their free time every spring to draw various patterns and make kites with the paper and paint printed on the New Year pictures. At first it was just for self-entertainment or as a gift to relatives and friends, but later it gradually developed into a commodity. During the Qianlong period (1736-1795), kites had become an important local handicraft industry.
Weifang kites in the Ming Dynasty were mainly board kites, and later gradually formed a series of shapes, mainly hard-wing kites, with a long string of centipedes at the end (more than 360 meters long), and clever soft-wing kites. , there are strange-shaped tube kites, and stories about characters, birds, animals, fish and insects. Although its binding method is simple, with as few as three bamboo pieces and as many as seven bamboo pieces, it pays attention to the uniformity of the bamboo pieces, the symmetry of the frame, the knotting of the center of gravity, the concise image, the bright colors, and the strong contrast. It has the characteristics of smooth take-off and high flying height.
At present, there are nearly 100 kite manufacturers in Xiyangjiabu Village, with more than 300 kite varieties and an annual output of nearly one million kites. However, in recent years, due to production cost considerations, the traditional cultural connotation has been ignored, and the materials have been changed to nylon cloth and carbon steel pipes, losing the traditional skills and local characteristics of Weifang kites.
Third, how to develop rural tourism
According to the village and town development plan or rural tourism development plan.
1. Discover, understand and create rural tourism resources.
Divergent thinking exercise (brainstorming): Think about it, which aspect of rural production and life might be attractive to urban tourists?
2. Preparatory work before the development of rural tourism projects (page 27 of the textbook)
(1) Site selection for tourism projects
(2) Social environment Survey
(3) Regional Economic Survey
(4) Resource Survey
(5) Tourism Market Survey
3. Rural Tourism Project development
(1) Project positioning - project positioning, landscape feature positioning (main landscape), customer source market positioning, product function positioning, service facility positioning, key sub-project positioning, development subject positioning, management Subject positioning and development timing positioning.
(2) Design and development of rural tourism products.
The project is designed to include farmhouses, tourist villages and towns, leisure agricultural parks (fields), ecological parks, ethnic customs gardens, etc.
Tourist route design and planning
4. Rural tourism marketing
Who are our competitors (competitors)?
Why marketing?
Who will do the marketing?
Does rural tourism have a clear image?
Who are our customers? (Market segmentation)
From 2010 to 2010, the first stage is the newly opened tourism market, which is mainly about sightseeing and includes six major elements: food, accommodation, transportation, travel, shopping and entertainment. The second stage includes urban leisure, rural micro-vacation and cultural leisure experience of tourism products. The third stage is quality leisure consumption and quality tourism, focusing on unique cultural theme experiences, which is currently undergoing transformation. The fourth stage is extensive cultural tourism.
Official data shows that more than 80% of China's scenic spots are tourist attractions, and the proportion of leisure scenic spots is only about 20%. However, according to statistics from the China Tourism Academy, more than 50% of travel demand is leisure demand, which forms a very serious mismatch between supply and demand with 20% of leisure travel products. This also explains why the growth of traditional scenic spots and hotels has stagnated, and why the leisure and vacation product market such as Nianhua Bay Town and Kaiyuan Senbo has grown very rapidly, because consumer demand has changed.
:22. Summary of the development status and trends of leisure tourism
The training goal of the landscape architecture engineering major is to cultivate talents who integrate natural science, engineering technology, engineering economics, humanities, and urban and rural planning. Comprehensive professionals with cross-disciplinary knowledge, mastering knowledge and skills such as garden planning and design, garden engineering construction and management, garden plant cultivation and application, and possessing a certain sense of innovation. The four-year bachelor's degree in landscape engineering is awarded to graduates with a bachelor's degree in agriculture.
The major of garden engineering mainly studies garden dendrology, floriculture, garden dendrology, urban ecology, landscape ecology, landscape history, landscape planning and design principles, landscape planning and design, landscape garden design, landscape engineering, Courses include preliminary landscape design, landscape drawing, plant landscaping, ecological landscape planning, landscape construction and management, etc.
Employment direction of garden engineering: Graduates of this major can engage in garden architecture planning and design in real estate development units, design institutes, cost consulting, urban construction departments, garden departments, scientific research institutions, universities and other enterprises and institutions. Management, teaching and research work in garden engineering construction and management, garden plant cultivation and application and other related aspects.
1. The construction of public gardens and green spaces has a great demand for garden engineering talents:
With the improvement of the quality of municipal gardening work, people have a strong desire for excellent gardening projects. There is a strong demand, so the construction of park green spaces has a great demand for garden engineering talents.
2. Ecological restoration projects have a great demand for landscape engineering talents:
With the development of cities, new towns, beautiful villages and rural complexes, the demand for seedlings in ecological restoration areas has increased. The demand is very strong, including abandoned mining areas, suburban parks, village greening, etc. Therefore, in the fields of ecological restoration and rural greening, garden engineering talents have great potential.
3. Real estate development and villa courtyards have a great demand for landscape engineering talents:
With the improvement of people’s living standards and the trend of diversified landscape development, The existing types and ornamental characteristics of real estate seedlings can no longer meet people's growing material and cultural needs.
Many students who sell houses in school districts, energy saving, and area have switched to selling landscapes. For example, important buildings, villas, and courtyards have high requirements for landscape. Therefore, in the field of real estate development and villa courtyards, garden engineering talents have great potential.
4. The demand for landscape engineering talents due to industrial integration;
In the era of resource integration, the gardening industry is moving towards a compound development path. Judging from the transformation routes of major listed garden companies, the traditional garden industry is gradually integrating with industries such as ecological restoration, leisure tourism, culture, education, and health care. Therefore, the integration of the industry will be of great use to garden engineering talents, and there will be an unprecedented broad space.
3. Discuss the characteristics and advantages of the leisure tourism market
Xiu: Xi'an Rest: Rest.
Holiday
Leisure: and busy: leisure.
Go out for a walk.
Live leisurely.
Idle people.
Remain idle.
International Date Line
4. Discuss the characteristics of the leisure tourism market
Recreational fishery: combine the lifestyle and work style of fishermen with the tourism industry Combining and transforming fishermen allows tourists to truly get close to the life of fishermen, enjoy the natural and simple customization of fishermen, and give guests a brand new experience. Through cooperation with fishermen, tourists can cast nets in the sea, stop fishing, collect nets, catch fish, taste fresh fish, and experience the fun of fishing. In reservoir areas far away from the city, projects such as cage fish farming, boating, rowing, and fishing can be carried out. It will form a large-scale leisure and entertainment place integrating breeding, viewing, fishing, catering, tourism, accommodation and recuperation. As an emerging industry in the fishery economy, recreational fishery has developed rapidly in our country in recent years, with good benefits and great potential. Therefore, the development of recreational fisheries should be integrated into the overall pattern of economic and socialist new rural construction, and new measures for the development of recreational fisheries should be carefully studied and formulated to promote the construction of new fishing villages. According to statistics, among China's 1.3 billion population, more than 90 million people like fishing. The National Sports Commission has officially included fishing in the outline of the National Fitness Plan for promotion. As a big fishing country, if each fisherman consumes 200 yuan per year, there will be a large market of 20 billion yuan every year. Currently, recreational fishing is very popular. The total output value of recreational fisheries in the United States has exceeded that of traditional capture fisheries, accounting for 60% of the total fishery output value. The combination of recreational fishing and tourism in Southeast Asian countries has formed a rich fishery. China's inland has abundant water surface and fish resources, and many rivers, lakes and reservoirs have beautiful scenery; in addition, with 18,000 kilometers of coastline and more than 6,500 islands, the natural environment is superior and is more suitable for the development of recreational fisheries. Our country is located in the north temperate zone and subtropical zone, which is suitable for long-term leisure tourism, especially the southeastern coast, which is suitable for 8 to 9 months of leisure, entertainment, and fishing at sea. There is a broad market for developing recreational fisheries.
5. A brief analysis of the development of my country’s leisure tourism market
Cycling, traveling, shopping, dinner, and camping.
As long as you like it, it's a great way to have fun.
I like traveling very much. I feel relaxed when I go to nature and breathe fresh air. I look forward to every trip I take. China has so many great rivers and mountains, I'm afraid I won. I can't see them. I'm afraid I'll miss these beautiful scenery, so I have to travel early.
6. Describe the current status of leisure tourism product development in my country
(1) Ancient tourism
In primitive society, human migration was for the purpose of making a living, or Being forced to leave your usual place of residence due to natural causes and settle in a new place (such a struggle for help).
Human conscious travel activities originated at the end of primitive society. It was created with the rise of commercial activities. With the production and demand for goods, the geographical area of ??exchange in other areas continues to expand, and people need to know that other areas have the need to travel and do business or go out to exchange products. This kind of travel developed rapidly in slave society.
During this period, various non-economic tourism activities were carried out one after another, such as the parades of emperors and generals, the wanderings of literati, the study of noble children, the pilgrimages of religious believers, scientific inspections, etc. However, due to the small number of participants, it has no general social significance.
7. Basic characteristics of the tourism market
1. Concept: various natural and cultural items or other factors that can attract tourists to generate travel motivation and may be used to carry out tourism activities. All can be called tourism resources.
Two. Category: 1. reason. It refers to the basic reasons and processes for the formation of tourism resources. For example, humanistic tourism resources are formed by human factors; natural tourism resources exist in nature and are formed by natural reasons. 2. Attributes. Attributes refer to the characteristics of an object, including status, actions, relationships, etc. The attributes of tourism resources refer to the nature, characteristics, existence form and status of tourism resources. Such as historical relics, ancient buildings, tombs, gardens, religious culture, towns, social customs, literature and art, etc. Humanistic tourism resources can be divided into different categories due to their different attributes. 3. Function. The function of tourism resources refers to the functions and utility of tourism resources that can meet the needs of tourism activities, such as sightseeing functions, leisure functions, vacation functions, etc. Some tourism resources can meet the needs of various tourism activities and therefore have various tourism functions. According to the different functions of tourism resources, tourism resources can be divided into different categories such as sightseeing, health care, shopping, and participation.
4. Time. Tourism resources can be divided into different categories based on the time of their formation. For example, architectural tourism resources can be divided into ancient buildings and modern buildings according to the time of their formation. 5. Others. According to the different purposes and requirements of classification, there may be other different classification basis, such as development and utilization status, management level, tourism resource quality, etc. 6. "Tourism Resource Classification, Survey and Evaluation" A was issued by the General Administration of Quality Supervision, Inspection and Quarantine in 2003. According to the different nature of tourism resources, they are divided into 8 categories. They are the main categories of landscapes, waterscapes, biological landscapes, astronomical and climatic landscapes, sites, buildings and facilities, tourist goods and human activities. B2. According to the nature, form, functional characteristics and cultural connotation of tourism resources, 31 subcategories and 155 major categories are further divided. For example, the landscape category can be divided into five subcategories: comprehensive natural tourism destinations, sedimentation and structure, geological and geomorphological processes, natural change relics, and islands and reefs. Geological and geomorphological process subcategories can be divided into convex peaks, single mountains, peak clusters, stone (soil) forests, strange rocks and pictographic stones, rock walls and stone crevices, canyon sections, gullies, Danxia, ??Yadan and stone caves, etc. 14 basic types.
8. Discuss the characteristics of the leisure tourism market
What are the trends in leisure tourism in beautiful countryside:
Introduction
Rural tourism is It refers to all tourism, leisure and vacation activities that take place in the countryside based on the attraction of rural landscape, culture, industry and elements, and against the background of natural ecology. In recent years, China's rural tourism economy has been operating generally stably, with strong consumer demand, continued investment growth, relatively prosperous industrial operations, and accelerated changes in development methods.
In recent years, my country's rural tourism has developed vigorously, the industrial scale has steadily expanded, the types of development entities have diversified, the industrial layout has been gradually optimized, and the development mechanism has been constantly innovated. At present, rural tourism has transformed from sporadic distribution to cluster distribution, and the spatial layout has expanded from urban suburbs and scenic spots to more areas suitable for development. The number of people receiving leisure agriculture and rural tourism in China increased from 800 million in 2012 to 3 billion in 2018, an average annual growth rate of 30%; operating income increased from 240 billion yuan in 2012 to 800 billion yuan in 2018, with an average annual growth rate of 30%. An increase of 27%. In the first half of 2019, the total number of rural tourism tourists nationwide reached 1.51 billion, a year-on-year increase of 10.2%; the total revenue was 0.86 trillion yuan, a year-on-year increase of 11.7%; as of the end of June 2019, the total number of rural tourism employees nationwide was 8.86 million, a year-on-year increase of 10.2%. An increase of 7.6%. It can be seen that the status and role of rural tourism in rural economic development has gradually strengthened, and the role of rural tourism in stimulating the leisure agricultural economy, promoting social employment, and promoting culture and the environment has become increasingly apparent.
On June 6, 2019, the General Office of the Ministry of Culture and Tourism and the General Office of the National Development and Reform Commission jointly issued the "Notice on Carrying out the Construction of the National Rural Tourism Key Village List", aiming to implement the rural revitalization strategy , vigorously promote the high-quality development of rural tourism, optimize the supply of rural tourism, select a group of villages (including administrative villages and natural villages) that are in line with the direction of cultural and tourism development, have high levels of resource development and product construction, and have a typical demonstration and leading role, and establish national List of key rural tourism villages. On July 26, 2019, the Ministry of Culture and Tourism and the Agricultural Bank of China jointly issued the "Notice on Financial Support for the Construction of National Rural Tourism Key Villages" around the implementation of the rural revitalization strategy and the construction of key rural tourism villages across the country. High-quality development of rural tourism in the new era. On August 23, 2019, the General Office of the State Council issued the "Opinions of the General Office of the State Council on Further Stimulating the Potential of Cultural and Tourism Consumption", which pointed out that it is necessary to actively develop leisure agriculture, vigorously develop rural tourism, implement leisure agriculture and rural tourism quality projects, and cultivate a We will develop beautiful leisure villages and launch a number of leisure agriculture demonstration counties and key rural tourism villages.
At the same time, driven by strong market demand, the scale of investment in rural tourism is also expanding. Investment has developed from relatively single products such as tourism agriculture to comprehensive business formats, and investment in leisure farms, characteristic towns, rural folk customs, boutique hotels, etc. has grown rapidly. This fully demonstrates the strong vitality and broad development prospects of rural tourism.
The "2019-2023 China Rural Tourism Industry In-depth Research and Investment Prospects Forecast Report" released by CIC has fourteen chapters. First, the basic concepts, development forms and planning principles of the rural tourism industry are introduced, and then the development environment and current situation of rural tourism at home and abroad are analyzed. Subsequently, the report analyzes rural tourism in key areas of China. Finally, a scientific analysis and forecast was conducted on the investment status and prospect trends of my country's rural tourism industry.
The data in this research report mainly comes from the National Bureau of Statistics, the Ministry of Culture and Tourism, the China Tourism Academy, the China Investment Industry Research Institute, the China Investment Industry Research Institute Market Research Center, domestic and foreign tourism industry associations and Key publications, etc. The data is authoritative, detailed and rich. At the same time, through professional analysis and prediction models, we scientifically predict the core development indicators of the industry. Or if your company wants to have a systematic and in-depth understanding of the rural tourism industry, or wants to invest in rural tourism-related industries, this report will be an indispensable and important reference tool for you.