Research On Performance Evaluation Of Zhejiang Agri-tourism And Rural Tourism Demonstration Counties Construction

Agri-tourism,as a new form of agricultural operation integrating the development of agricultural tourism,has transformed the way of agricultural development,lengthened the agricultural industry chain,and fulfilled the multi-functional development of agriculture while satisfying the urban residents' rural leisure consumption needs.In 2010,the Ministry of Agriculture and Rural Affairs and the National Tourism Administration accelerated the development of agri-tourism and rural tourism,adjusted the agricultural industry,promoted the construction of new countryside,launched a national demonstration project for agri-tourism and rural tourism demonstration counties,and explored the development of agri-tourism and rural tourism.It has played a leading role in the development of agri-tourism throughout the country.At present,36 county-level units in Zhejiang have been included in the list of national and provincial-level agri-tourism and rural tourism demonstration counties.This paper takes Zhejiang agri-tourism and rural tourism demonstration counties as the research object,and builds an evaluation system for the construction performance.Put forward a construction performance improvement strategy through comparative analysis.Research conclusion:(1)Arrange the related evaluation index system of agri-tourism,preliminary select the related evaluation index,and establish the evaluation system.The Delphi method was used,and the evaluation system was optimized to determine the performance evaluation system for the construction of agri-tourism and rural tourism demonstration counties.The evaluation system includes 1 target layer,4 criterion layers,and 24 indicator layers.(2)Construct a judgment matrix,calculate the weight value and consistency check of the evaluation index.Construct the performance evaluation standards and evaluation levels for the demonstration counties.(3)A case study on the construction performance of 36 agri-tourism and rural tourism demonstration counties in Zhejiang Province.The results show that Longquan City,Jiangshan City,Chun'an County,Jiande City,Changxing County,Suichang County and Kaihua County have high construction performance level;Changshan County,Shangyu District,Ninghai County,Songyang County,Anji County,Taishun County,Sanmen County,Wuyi County,Deqing County,Xianju County,Tonglu County,Yongjia County,Jinyun County,Xiangshan County,Jindong District,Liandu District,Kecheng District,Tiantai County and Wuxing District are of generally high construction performance level;Fenghua District,Yuyao City,Xinchang County,Tongxiang City,Wenling City,Lanxi City,Pujiang County and Jiashan County are of medium construction performance level;Beilun District and Jiangbei District are of generally low construction performance level.(4)Based on the evaluation results,five strategies were proposed to strengthen the construction of the ecological environment,enhance the level of agricultural modernization,strengthen the building of tourism brands,cultivate new types of business entities,and promote innovation in institutional mechanisms.