Farm Fun Supply Chain Research

Farm fun as an important form of rural tourism, is not only a wonderful work among the new tourism products, but also one of the important way to achieve the restructuring and development of China rural economy during the new period. However, analysis from the current development status of farm fun, there are lots of factors affect its sustainable development, such as upgrading, standard operating, product quality, service quality and so on. Paper attempts to break the traditional perspectives of farm fun in current studies, takes the tourism supply chain research as theoretical basis and the development of Zhejiang Province farm fun as actual basis, by the use of field survey method, Delphi method and empirical analysis and so on, fully analyzes the building, operating and evaluating of farm fun supply chain, particularly establishes the farm fun supply chain evaluation system which can effectively evaluate the farm fun'improvement level of an area and diagnose its own problems during development process, in order to explore the farm fun'upgrade path and promote the construction of new socialist countryside. Paper mainly contains5major sections. Firstly, paper analyzes the development status and problems of Zhejiang Province'farm fun in the view of supply chain, and pointis out4major bottleneck that is limited product supply, worse professional service, limited capacity, limited ability to market and limited ability to take risks. Secondly, paper analyzes the motivation on the formation of farm fun supply chain from external pulling power, internal driving force and catalyst strength, and building the farm fun supply chain structure model which takes operator as the core in the view of farm fun product; Thirdly, paper briefly explains the farm fun supply chain operation processes, operational factors and distinctive characteristics; fourthly, paper builds a farm fun supply chain evaluation system from the operator and tourist'perspective and logistics chain, service chain, information chain and financial chain'dimensions, taking the Da Ling country in Anji as applied research. Finally, with the basis of earlier studies, the article proposes optimization approach of farm fun in the perspective of supply chain from the farm fun operators and government and industry associations'views.