Evaluation Of The Development Of Leisure Agriculture Tourism In Nanchang Based On PEST Analysis

The leisure agriculture tourism is based on the traditional agricultural,combined agricultural landscapes and rural carriers with modern tourism,is a new agricultural management form and tourism including sightseeing,tasting,experiencing and other multiple functions,is the new trend of industry transformation of China's agriculture,is the country one of the important sectors of agriculture construction and economic development,is also one of the important means of protection of rural culture development.Nanchang leisure agriculture tourism starts late in the period,development has made considerable progress in recent years,but there are leisure agriculture projects building uneven levels,low levels of management,lack of more professional,comprehensive evaluation system issues.This thesis start from Nanchang leisure agricultural tourism project evaluation research,first of all,based on the methods of literature research,field research,analytic hierarchy process and quantitative and qualitative analysis,analyzes and summarizes the relevant data and literature;then using PEST analysis method and analytic hierarchy process(AHP)from the political,economic,social and technology from four aspects of Nanchang leisure agriculture tourism industry analysis and project development,to build a relatively perfect comprehensive leisure agriculture tourism development evaluation system,provides a new train of thought and method for Nanchang leisure agriculture tourism in the early period of the project analysis and the late evaluation provides a new train of thought and method,in order to improve planning and construction level of leisure agricultural tourism project,and to provide consumers with a choice of ruler.Firstly,this thesis summarizes the related research background,development and significance,theoretical basis of leisure agriculture tourism,set up the research purpose and content,to develop research methods and the technical route;secondly,summarizes the leisure agriculture,leisure agriculture tourism,leisure agricultural tourism concept,types,characteristics,related theory,and discuss the PEST analysis on this basis,build theoretical foundation for the later evaluation system;then introduces the geographical location,transportation,tourism resources information of Nanchang,and taking Nanchang agricultural leisure tourism in 2012-2015 development process as transition,summarizes the Nanchang leisure agricultural tourism environment from the political,economic,social and technology from four aspects;next,based on the realistic environment,put forward from the political,economic,social,technology,four environmental elements,set 9 indicators as evaluation basis:political and legal system,tourism support system,economic environment,market efficiency,population environment,cultural background,resources background,information technology and infrastructure construction,constructing evaluation index system of Nanchang leisure agriculture tourism projects,quantitative and standardized treatment of each index factor,through the analytic hierarchy process(AHP)to determine the index weight,concluded the comprehensive evaluation value;finally,using Nanchang leisure agriculture tourism project evaluation system to Fenghuanggou scenic spot evaluation,through practice case to verify the rationality and feasibility of evaluation system,analyses the advantages and disadvantages of Fenghuanggou scenic spot and evaluation system,prospects the future development direction.