Strategy Of Development Of Ecological Agriculture Tourist Attractions

The scenic area development and development has been the focus of domestic tourism industry investment, in the development of the main, over a period of time has been to government departments or state-owned enterprises, nearly one paragraph of period, has a large tourism enterprise groups, private enterprises as the main form of management. Due to the investment cycle is longer, especially as ecological agriculture tourism, investment is large, too many restrictions, funds on the development of the main requirements are relatively high. Meanwhile, as the ecological agricultural tourism scenic area, there is fierce competition between the external and the old cultural scenic spots, natural scenic spots and similar area, the degree of resource disadvantages, visibility and influence, there is attraction optimization, service upgrade, improvement of facilities, a lot of work to do. Therefore, for the ecological agriculture tourist areas, choose the right development strategy is particularly important.On the basis of Lunan (Yi) pomegranate garden as an example, carries on the thorough discussion on the tourism development strategy of ecological agriculture. Lunan (Yi) pomegranate garden located in the south of Shandong, adjacent to the south of downtown Zaozhuang, the Yang, thing long20kilometers.2kilometers wide north-south, with an area of about150000acres, a pomegranate trees more than560lines, nearly50varieties, according to legend was built in the Western Han Dynasty years, have elapsed since the2000history. Pomegranate garden has a long history, large area, full color, fruit quality and is famous both at home and abroad, is currently China’s largest pomegranate garden, it is known as the world crown liuyuan.Pomegranate garden of government management, government guidance, enterprise dominant, market operation mode of operation, then in order to meet the market development, decided to put the pomegranate garden run by transfer of Fuxing Group management. Fuxing Group subordinate industry with coal, cement and other traditional industries, and star hotels, tourism and other emerging industries, effect of facing the national policy adjustment and the local tourism policy, the company in recent years the development focus gradually shifted to the tertiary industry. In2009, with the support of local governments, the group set up in Lunan (Yi) pomegranate garden Tourism Development Company Limited, after the restructuring of the scenic spot in2012the amount of tourists more than100people, the economic income of700yuan, has won the "hospitality Shandong scenic spot gold brand","Shandong top ten good industrial and agricultural tourism demonstration sites","2010China tourism brand overall standings of Shandong tourism is the most popular ZiJiaYou scenic spots","Shandong province self-driving tour model" title, in2011May passed the ISO9001:2008quality management system certification, in20117at the end of the "the ten forest ecological landscape" and "Shandong top ten tourist destination forest" double ten title. At the same time, we should see the mode of management and other factors, the company’s concept, ideas still need further change.The development strategy theory, carries on the analysis to the development environment of pomegranate garden, through the comparative analysis of Huaiyuan and Anhui, Sichuan will be operating conditions such as pomegranate, formulate their own development strategy, it will provide useful ideas on the development of Yicheng pomegranate garden, providing reference for similar domestic agricultural tourism park. This paper is divided into six parts, the introduction part explains the significance of the topic, research background, ideas and research methods; then, carries on the analysis to the present research situation, the external clear the influence of enterprise development strategy, all kinds of environment and competition with other external factors; internal conducted a detailed analysis of the scenic spot of tangible, intangible resources and service resources, advantages, disadvantages, opportunities and threats of pomegranate garden and the establishment of SWOT matrix using the SWOT analysis method in this paper; finally, according to the needs of area development strategy, guarantee measures for implementation of the strategy, the establishment of enterprise strategy to adapt to the trend of industrial development, through the expansion of tourism development, pomegranate, festival activities, products the upgrade project, enlarge, make the enterprise develop...