Qianwan (Jiapi) Rural Tourism Resort Project of Tonghua City(6)

1. Introduction to the Project

1.1 Project background

1.1.1 Introduction to the Project

Rural tourism is a form of rural tourism with the purpose of tourism and vacation, the rural field as the space, human characteristics without disturbance, traveling and wild behavior.

Modern rural tourism is a new type of tourism mode which appeared in rural areas in 1980s. Especially after 1990s, it has developed rapidly. The tourism motivation of tourists is obviously different from that of traditional tourists back home.

The characteristics of modern rural tourism are as follows: the time of tourism is not limited to holidays; modern rural tourists make full use of beautiful landscape, natural environment, architecture, culture and other resources in rural areas; the contribution of modern rural tourism to rural economy is not only to increase local financial revenue, but also to create local employment opportunities, and to return to the local area The weak traditional economy has injected new vitality.

The project is located in Jiapigou, Qianwan Village, Taiwang Town, Ji’an City. The project highlights the characteristics of local fruit resources, integrates the concept of health into it, and creates a rural tourism with real estate fruit as the theme, integrating fresh fruit experience, featured accommodation, leisure and vacation.

1.1.2 Market prospect

(1) Overview of development of foreign rural tourism

Foreign rural tourism originated in France in 1885, and began to develop on a large scale in 1880s. Rural tourism has a considerable scale in Germany, Austria, Britain, France, Spain, the United States, Japan and other developed countries, and has embarked on the track of standardized development. Rural tourism plays a very important role in promoting the development of rural areas where the economy is in a recession. The contribution and significance of rural tourism to local economy has been fully proved. In many countries, rural tourism is regarded as an effective means to prevent the decline of agriculture and increase rural income. In the United States, there are 30 states with specific tourism policies for rural areas, 14 of which include rural tourism in their overall tourism development plan. In Israel, rural tourism development is an effective supplement to the decline of rural income, and the number of rural tourism enterprises is increasing year by year. Many countries, including Canada, Australia, New Zealand, former Eastern Europe and the Pacific, believe that rural tourism is the driving force for economic development and diversification in rural areas.

(2) Market prospect of domestic rural tourism

According to the latest calculation of the National Tourism Administration, the annual number of tourists received by rural tourism in China has reached 300 million, and the tourism revenue has exceeded 40 billion yuan, accounting for nearly one third of the total amount of tourism in China. According to reports, there are 359 agricultural tourism demonstration sites in China, covering 31 provinces, regions and cities in the mainland, covering all kinds of agricultural forms. In the three golden weeks every year, 70% of the country's urban residents choose rural tourism. Each golden week forms a rural tourism market of about 60 million people. Rural tourism has become a new growth point of tourism.

By the end of 2012, there were 90000 villages in China carrying out leisure agriculture and rural tourism activities, with 1.8 million leisure agriculture and rural tourism business units, including more than 1.5 million farmhouses, more than 33000 parks above designated size, nearly 800 million tourists annually, and more than 240 billion yuan of operating revenue annually. From 2009 to 2013, the income of leisure agriculture and rural tourism increased at an average annual rate of 43%. In 2011 alone, the rural tourism industry brought 86 billion yuan of operating income, which led to the employment of nearly 2 million urban and rural people, including 1.59 million farmers, 25.7 billion yuan of increase in farmers’ income, and 35.2 billion yuan of sales revenue of agricultural products.

Rural tourism, as a branch of tourism, not only integrates three industries, but also closely connects agricultural production, agricultural product processing industry and rural service industry. It is a new type of industrial form and consumption industry. Rural tourism has the unique advantage of adapting to the growing consumption demand of the surrounding short-distance leisure and vacation of urban residents, showing a vigorous vitality beyond the general tourism industry, playing an increasingly important role in improving the quality of life of urban and rural residents, and promoting poverty alleviation in poor areas. On the other hand, with the development of new rural construction and urban-rural integration, leisure agriculture and rural tourism market are growing rapidly.