| The thesis begins from the introduction of basic conception, types, characteristics, functions of agro-tourism and then analyzes the current situation, advantages and disadvantages of China agro-tourism followed by the summarizing the main problems in China agro-tourism development basing on former domestic development practice.Aiming at solving the above-mentioned problems, I have several proposals in the thesis. Firstly, in macroscopic aspect, the polices and measures to promote agro-tourism are proposed, including increasing investment, developing different financing channels, setting up poverty alleviation fund and attracting home and abroad people to join in tourism development through kinds of preferential policies. At the same time, local government shall convert own thoughts, set up new tourism and new agriculture conception to encourage investment. In microcosmic aspect, introducing marketing strategy to solve the existent problems of domestic agro-tourism and work out the product strategy, price strategy, channel strategy and promotion strategy of agro-tourism accordingly. Among which, product strategy mainly analyzes types, characteristics and function of agro-tourism to find the fittest one to agro-tourism development. Price strategy emphasizes on the reasonable pricing and differentiating of the off-season and midseason to maximize the utility and increase the long-term efficiency of agro-tourism projects. Channel strategy stresses that agro-tourism shall take full use of modern information technology in retail and at the same time, the farm produce in agro-tourism shall be sold with scientific marketing manner. At last, promotion strategy stresses that we shall increase the reputation of agro-tourism through unified plan and promotion and consolidates its position in consumers' mind through pollution-free guideline. |
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