Research On Rural Tourism Product Development Of Pingba Agricultural District In Dujiangyan

Since 1980s, the modern rural tourism, as a novel tourism mode, has appeared and developed rapidly in foreign countries’ rural areas. In China, the rural tourism has risen in the form of "Nongjiale" and witnessed explosive development. In 2006, the rural tourism attached a great importance as the promotion of "Chinese rural tourism’s year". There is a close relationship between the growth of country’s economy and the rural tourism development, as the increase in residents’ income, the improvement in infrastructure, and the traffic conditions created a good opportunity for the rural development. Moreover, the government report has drawn attention to the development in rural tourism. For example, in 2015, the central document No.l has proposed "a beautiful countryside", which is the goal for the rural tourism. In this context, Dujiangyan rural agricultural areas, which abound with rich tourism resources, are chosen as the research target in this paper. These areas have an obvious advantage in cultural resources, but only a low level of development has been exploited. The utilization mainly depends on the modern agricultural production areas and characteristics of living " Lin Pan" to develop rural tourism product, while has not yet discovered and took advantaged of the feature of local culture. Therefore, this paper has a significant meaning for improvement and optimism in the rural tourism product development in Pingba agricultural areas.By analyzing the related rural tourism and tourism product information, referring to both domestic and foreign research results, and using a combination of research methods (including literature review, field trip study and case study), a good basis is formed in this paper. Meanwhile, the theories of tourism products life cycle, landscape ecology, sustainable development and experience economy offer theoretical supports to this paper. Based on those work, this paper evaluate the resources such as agriculture, tourism and culture from the market’s perspective in order to explore the new mode for agricultural tourism integration of the Pingba agricultural district.In this paper, the basic situation and available resources of research object (i.e.nine towns, Pingba district, Dujiangyan) are deeply analyzed, and therefore a conclusion of feasibility analysis is drawn. By taking product quality, travel route design and infrastructure into consideration, the rural tourism productions in the research areas have been upgraded, and a feasible advanced utilization project has been proposed as well. Therefore, a collaborative development frame model of agricultural industry, leisure agriculture and rural tourism industry for this town has been established.