| Since 1978 China's economy has achieved great success and the economy has achieved great-leap-forward development.Report of the 19 th Congress of the Communist Party of China said that the major contradictions in China's society have become that they will surely overcome difficulties,deepen reforms,and optimize economic structure to meet people's growing needs for a better life.Characteristics of China's economic development will be three industries integration,consumption structure change,industrial upgrading.Tourism economy will become a major part of consumption for example leisure agriculture.Residents gradually increase spending on tourism services such as leisure agriculture with economic development and improvement of people's living standards.Thus leisure agriculture has a large consumer market.It is predicted that the market size of leisure agriculture in 2018 will reach 600 billion yuan,and it will exceed 700 billion yuan by 2020.The development of leisure agriculture will play a significant role in solving the three rural issues,affluent farmers,and revitalizing rural areas.Therefore,the state has successively issued a series of policy documents to encourage the development of leisure agriculture.In 2015,the Central Document No.1 called for continuing to promote the integration of the three major industries in rural areas,bring into play the various functions of agriculture,and develop the functions of rural ecology,leisure tourism,and cultural communication.Forming a pattern of leisure agriculture with optimized layout,prominent features,diverse types and complete functions.In the past 10 years,the Baoji Municipal Government has also actively developed leisure agriculture and strived to use leisure agriculture as a breakthrough to achieve the goals of affluent farmers,rural prosperity and agricultural development.The results of the preliminary results of the development of leisure agriculture in Baoji City show that the income of farmers engaged in leisure agriculture has been continuously improved,the ecological environment has been continuously improved,and rural areas have achieved relatively rapid and better development.However,in the process of development and operation of leisure agriculture in Baoji City,there have also been problems of blindly expanding the scale of development,low economic efficiency,lack of features of entertainment items,and low service levels.The operation mode is important to the long-term healthy development of leisure agriculture and to bring new impetus to the development of agricultural economy,and to help farmers to increase their income and promote the rural development.So,the study of the operation mode of leisure agriculture has important significance to the development of agriculture and tourism industry.Taking the management and tourism science as the theoretical guidance,the leisure agriculture garden in Baoji city as the research object,the paper analyses the relevant theories and concepts of leisure agriculture based on researches for leisure,leisure industry,leisure agriculture of scholars at home and abroad.Combining with survey data and network data,the paper analyses the current situation of Baoji leisure agriculture development and the existing leisure agricultural mode of operation and find the problems.Taking the Guanshan pasture as an example,the paper evaluates the operation mode from the perspective of customer satisfaction and uses the factor analysis method and IPA analysis method to analyse the tourist satisfaction of Guanshan pasture.By introducing three domestic and Foreign Leisure Agriculture Park successful cases,the paper concludes their successful experiences:adhere to the people-oriented principle,systematic principle,practical principle,the principle of sustainable development,the principle of fusion.Combined with the idea of sharing and the actual market demand,the paper mainly innovates and upgrades the Baoji leisure agriculture park operation mode from the three aspects:the main part of operating,marketing mode and management mode.The study found that Baoji city has advantages in developing leisure agriculture because it is rich in natural resources,tourism resources and has a good economic foundation.Besides,Baoji municipal government actively promote the development of leisure agriculture by formulating a series of preferential policies to encourage farmers to develop leisure agriculture,increasing financial investment and creating a good political,legal and social environment.The development of leisure agriculture in Baoji city has begun to take a shape,the scale of leisure agriculture in the province accounted for 1/4;The tourists satisfaction level of Guanshan pastures is not high,belonging to a low level of satisfaction,the pastures should change the low level of index factors,but the result also shows that the same operation mode and entertainment activities lose attraction to tourists,Baoji leisure agriculture parks should be innovated.Integrated of the idea of sharing,the leisure agriculture park operation mode has the characteristics of operation diversification,the general management mode,profit model diversification,taking into account the farmers' interests,it is not only practical in theory and feasible in practice,the shared farm in Hainan is a successful trial and provide sufficient practical experience for the new operation mode in Baoji.Finally,this study summarizes the defects and shortcomings,with the case study to compare the leisure agriculture garden in Baoji City,the level of satisfaction of tourists on which there are some errors,more empirical research also need to do with the tourist satisfaction evaluation index,and puts forward the direction for future research. |
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