Research On The Sustainable Development Of Lin’an Happy Farmhouse Based On SWOT Analysis

Farm tourism in Lin’an city as the research object,this study analyzes the development process, characteristics and achievements of it. This study through the moderate scale of key information interviews and questionnaire survey, using the SWOT analysis method, analysisof linan city rural development of internal strengths and weaknesses, external opportunitiesand threats, and promoting the sustainable development of city of linan farmhouse strategy is put forward. Here are the main conclusions:Tourism development of Lin’an City farm has experienced three stages: slow development stage (before2003), rapid growth stage (2003--2006) and steady development stage(after2006); its characteristics:①format from the development, mainly divided into catering, tourism, leisure experience and characteristic. From the development point of view, itmainly divided into the farmers set type, government oriented. Specific approach: to createa good development environment actively, standardize the management, focus on the treeof a characteristic brand, focus on strengthening the construction of ecological environment. Effects of development: increase the rate of employment of rural labor, farmers income growth; promote the rural division of work and industry, one two three industry coordinateddevelopment; promote the rural infrastructure construction, improve the overall quality of the farmers; to promote urban and rural development, implementation of industrial and commercial capital to support the countryside.The Analysis of Lin’an Nongjiale SWOT:①Advantages:superior geographical position and convenient transportation; excellent ecological environment, rich in natural resources; the deep historical heritage, human resource meta; local rich products, tourism foundation; rapid economic development, huge market potential; to support efforts to increase visibility, increasingly prominent.②Disadvantages: the blind development, lack of scientific and rational planning; project development is similar, repeated consumption rate is low; thenative culture mining is not enough, lack of development potential; the management idea backwardness, personnel quality is not high; lack of publicity, the lack of overall marketing;management is not in place, to extend the industrial chain.③Opportunities: a good development trend, the macro environment is satisfactory; rising income, increased leisure demand; rural construction solid progress, policy environment is good; industrial and commercialcapital actively, are optimistic about market prospects.④Threat: the large capital and resources into, peer competition; the policy deficiency, complicated administrative examination and approval.Measures to promote Lin’an Nongjiale tourism sustainable development:①The innovation of marketing strategy, expand the tourism market: Innovation of sales channels, setup a solid sales network; multi participation, implementation of brand management.②Theintegration of ecological and cultural resources, innovation and development mode: seek long-term mechanism, achieve all-round development; Ago Tomoonzhang, the developmentcharacteristics of products; to strengthen the ecological construction, strengthen the consciousness of environmental protection;③To intensify policy support, increase the level of farm organization: rationalize the management mechanism, increasing the support strength; scientific planning, enhance Nongjiale taste; personnel training, improve service levels.