Research On The Tourism Industry Development Strategy Of Jiangling Town,nanchong City Under The Background Of The Integration Of Agriculture And Tourism

With the progress of society and the development of the economy,rural tourism around cities has gradually become a new favorite way of travel.Jiangling Town is located in Jialing District,Nanchong City,Sichuan Province,China.It is backed by the Jialing River,the mother river of Nanchong,and has ten kilometers of scenic Jialing River banks.Its unique resources make the development of tourism industry a pillar industry for local economic development.Jiangling Town attracts a large number of tourists with its rich natural resources,agricultural characteristics,and cultural landscapes.However,there are still some problems in the development of its tourism industry,and the development of the local tourism industry still lags behind expectations.Firstly,This article describes the background and significance of the topic,and introduce the relevant concepts and theoretical knowledge involved in this article.Secondly,using the Porter’s Diamond model as an analytical tool,the tourism industry in Jiangling Town is analyzed in-depth from six aspects: production factors,industry strategic structure and inter-industry competition,demand conditions,related and supporting industries,opportunity analysis,and policy support.The analysis reveals that Jiangling Town has a good resource foundation and strong competitive advantages in the integration of agriculture and tourism.Therefore,Jiangling Town should take the integration of agriculture and tourism as an important lever for the development of its tourism industry and rely on its own resource and industrial advantages to pursue the path of development through the integration of agriculture and tourism.Subsequently,the current situation of the integration of agriculture and tourism in Jiangling Town is analyzed,and the problems that exist are further investigated through individual interviews and questionnaires.Data analysis of the interviews and questionnaires indicates that there are five problems in the development of the integration of agriculture and tourism in Jiangling Town,including inadequate infrastructure for agriculture and tourism,a shortage of talents in the integration of agriculture and tourism,the lack of brand benefits of the integration of agriculture and tourism,serious homogenization of the integration of agriculture and tourism products,and incomplete policies and systems related to the integration of agriculture and tourism.Finally,based on the problems identified in the previous analysis,the article proposes a "three-promotion" development strategy for the integration of agriculture and tourism in Jiangling Town and puts forward specific measures to ensure the implementation of the strategy.These measures include improving the infrastructure for agriculture and tourism,cultivating and introducing professional talents in the integration of agriculture and tourism,focusing on the brand building of the integration of agriculture and tourism,enhancing the creativity of the integration of agriculture and tourism products,and improving the policies and systems related to the integration of agriculture and tourism.This article aims to promote the upgrading of the integration of agriculture and tourism industry in Jiangling Town and provide useful reference for the sustainable development of the integration of agriculture and tourism industry in the future.At the same time,it can also provide some reference for the development of similar towns in the integration of agriculture and tourism.