Research On The Development Of Leisure Agriculture In Cheng Du

With the development of social economy, per capital income level has increased and people have more time to enjoy their lives. Meanwhile, the fast progress of urbanization and huge pressure of urban life make urban residents yearn for rural natural scenery and life. Leisure agriculture can both satisfy urban residents’needs of backing to nature and adjust rural economic structure, increase rural income. Therefore, it acquires tremendous motive force of development and springs up promptly at home and abroad.Agriculture in Chengdu Plain is flourishing and agricultural tourism resource there is abundant and multifarious. By combining with natural landscape, historical sites and its specific leisure culture, agricultural tourism resource in Chengdu will have a great development value and its exploitation scale is wide. Chengdu is the headstream of "happy farmhouse" in China and its leisure agriculture is developing rapidly. NONG KE CUN and SANSHENG FLOWER TOWN stand for some of the comparatively successful cases. However, questions like whether leisure agriculture of Chengdu satisfy current trend of tourism development, how to fulfill its sustainable development and sustained growth of economy are worth studying.This thesis adopts ASEB grid analytical approach. Tourist experience is brought into the analysis of product development and design. Consumer-oriented management tool is exclusively designed on the question triggered by consumer demand. Leisure agriculture is defined as a tourism product. Relied on attractions, transports and tourist facilities such as natural environment, agricultural resources, countryside landscape, production, urban life, agricultural commodities as well as countryside culture, travel operators provide tourists with a series of activities related to agriculture so as to satisfy all the services of the demand of leisure tourist activities. Based on product lifecycle theory, Sustainable Development of tourism, Leisure Economy and The Experience Economy, this thesis will deeply and systematically research the development of leisure development in Chengdu. There are four parts in this thesis. Part one discusses background meaning, research purpose and method of this paper. By integrating research result of leisure agriculture at home and abroad, research approach is to be put forward. Part two is to study relative theories, to define the concept of leisure agriculture, and to propose the viewpoint that leisure agriculture is a tourism product other than an industry. Product lifecycle theory, sustainable development of tourism, the experience economy and leisure economy establish the research direction of this thesis. The third part is to clarify advantages and dissect the process, state of operation and leisure agricultural resources of the development of leisure agriculture in Chengdu. By the adoption of ASEB grid analytical approach, the possible questions of leisure agricultural products will be analyzed and concluded from the perspective of tourist experience. Aiming at the status quo of leisure agriculture in Chengdu, the fourth part will put forward countermeasures and suggestions of the development of leisure agriculture, excavate cultural connotations of leisure agriculture products, build its complete lineage, break through traditional sightseeing and cultivate mid and high-end vocation products. By creating unique, specific and thematic products and forming network system of products, diversification of product promotion is to be realized. Increase the supporting service facilities, improve service levels, Giving full play to the leading role of government, to promote tourism cooperation between the operators.