Study On The Efficiency And The Optimization Development Mode Of Agritourism In Yangling

Agritourism is a new form of modern agriculture and it includes sightseeing,leisure and tourism,which can make full use of agricultural landscape resources and change agricultural conditions.It can also make the adjustment of agricultural structure and improve agricultural environment to increase farmers' income.The development of agritourism shows an increasing trend in the contemporary world and more than 100 countries around the world are developing this industry.Europe,Australia are certified to be the most successful in this field.China is a traditional agricultural country where agriculture is always the basic industry of people's livelihood,while the speed of its transformation is quite slow.During the new Century,with our deepening understanding on agriculture,it is important to seek a new approach and to achieve the transformation from traditional agriculture to modern agriculture.China is developing rapidly at present,people's pace of life,work pressure is further increased at this stage,the agritourism plays more important roles such as "leisure" and "entertainment" activities.So the development of agritourism has also attracted more attention from all classes of society and the development of agritourism has brought new ideas not only to transform traditional agriculture,but to the development of our rural areas.In the meanwhile,It also shows a new idea for our government to build new countryside.In all,it is necessary to make a deeper research about agritourism.As the national agricultural demonstration zone,nowadays,Yangling has made considerable progress in the economic and social development.As the main carrier of the agritourism,the agriculture in Yangling also climbs a higher level of development.The local agritourism has entered a period of rapid development since the foundation the modern farm cluster in Yangling.The agritourism has a considerable scale and has made a series of achievements in industrial planning and layout.At the same moment,some questions such as the operating conditions and the actual level of agritourism in Yangling are needed to be researched,besides,whether there is any shortcoming in the development of agritourism is unknown.Obviously,it is necessary to evaluate the efficiency of the agriculture in Yangling.The article uses the method of data envelopment analysis(DEA)and establishes evaluation index,introducing CCR,BCC and super efficiency model to analyze the efficiency of 13 different agritourism farms which were chosen to be samples,and gives the rank of respective efficiency.the results show that agritourism farms in Yangling has a problem of low efficiency and low input-output ratio so that the scale is too small to provide more profit.So it needs to adjust the input-output structure of by expanding the scale to achieve a better developing efficiency.On the basis of empirical analysis,the advantages,disadvantages,opportunities and threats of the development of agritourism in Yangling are easily clarified.Then using SWOT analysis method to get all types of strategies to make the local agritourism more competitive.Based on these strategies,from multiple perspectives like Internet,innovation and culture,we can put forward three modes to suit the development of agritourism in Yangling,including internet plus mode,innovation mode and culture excavation mode.These modes are supposed to provide a scientific guidance to related enterprises so they can get a better development efficiency.At the same time,the government of Yangling can also acquire some advices about how to improve the agricultural structure,which can improve the efficiency of their work.