Investigation report on the impact of the development of “farmhouse music” in Jiulongpo District on the adjustment of agricultural industrial structure

Investigation report on the impact of the development of “farmhouse music” in Jiulongpo District on the adjustment of agricultural industrial structure

Introduction: As a new rural economic form and lifestyle of rural and rural areas, the “farmhouse music” has developed into a large-scale development, and in fact has affected the lives of urban and rural people, and changed the economic structure of suburban farmers. Local agricultural production structure.
The farmhouse music based on “farm music” conforms to the consumption fashion of short-distance tourism and leisure vacations in the suburbs of the city, and provides a new way of life for the farmers in the suburbs who are “not leaving the country”. The comprehensive driving function of rural society is far greater than its direct Economic function.
To this end, we must recognize the trend of changes in the situation and incorporate the guidance, cultivation and management of farmhouse music into the scope of government function management. Make it a place in the agricultural production plan. Because the level of productization of farmhouses requires scientific guidance and guidance and assistance from government functional departments; specialization, standardization, and scale are the basic directions for agricultural industrialization to achieve industrialization goals.
Also, because Jiulongpo District Farmhouse Peak Day income is only one-tenth of the Nan'an District! Construction investment is only one-seventh! The number of visitors on the peak day is only one-sixth! The potential for mining at Jiulongpo Farmhouse is still quite large.
First, the description of the topic
Under the guidance and cultivation of the district committee and district government, the farmhouse music in Jiulongpo District has begun to take shape and characteristics. In particular, Baishiyu “Sanduo Bridge Egret Nature Reserve” and “Shili Hetang Scenic Area” have become famous, and they have undoubtedly played an active role in developing characteristic economy, broadening the road to prosperity, revitalizing local resources and activating the consumer market. Promote. After several years of development, the farmhouse music in Jiulongpo District has entered a period of rapid growth, and it is in need of a transition to standardization, scale, industrialization and branding. Therefore, in order to achieve the second leap in the farmhouse music in Jiulongpo District, it became the “Long live the industry” where the suburban peasants in the suburbs “live without leaving the country” survive and become rich, and occupy a place in the rural production structure of Jiulongpo District and become Jiulongpo. The new growth point of the rural economy in the district provides a scientific basis for formulating the future rural economic development strategy of our district and the tourism product pattern of the planning area. We have carried out the “Survey of Jiulongpo Farmhouse Status” and completed the “Jiulongpo Farmhouse”. Research topics on the impact of agricultural industrial restructuring.
Description of the survey method. There are more than 400 business households in Jiulongpo District receiving tourists in the form of farmhouse music, and there are 110 farmhouses approved for listing. In this survey, 62 households were surveyed in the “Sandaoqiao Egret Nature Reserve” and “Shili Hetang Scenic Area” in Baishi Town, using random sampling, standard questionnaires and closed-ended questionnaires, accounting for the total number of One third is weak. Focus on the key investigations of the district and town authorities, and strive to form objective and true conclusions and evaluations. There are 150 business operators in the “Sanduo Bridge Egret Nature Reserve” in Baishitun Town, all of which are not listed; there are 50 “10 Li Hetang Scenic Area”, of which 36 have been approved for licensing.
Second, re-recognize the farmhouse
1. The concept of farmhouse music: “Farmhouse music” is the earliest form of farmhouse music, and it is still the main force of farmhouse music. The "Nan'an District "Nongjiale" Management Trial Measures" explains: "'Nongjiale' is a business mode that is based on the suburban farmyard courtyard, featuring rural scenery and farmer's lifestyle, attracting citizens' leisure vacation, sightseeing and entertainment experience. "Although there are other concepts and expressions in the theoretical world, such as: country hotels, garden parks, etc. Among them, “farm music” is widely used because of its wide extension and wide coverage. However, the subject of our research is the form of farmhouse music, which is the main object of “farm music”. The concept of “farmhouse music” is still used in Longquanyi District of Chengdu, which is closer to the actual situation in our district.
2. The theoretical basis for the existence of farmhouse music. Wang Yuncai said in his essay "From the practice of the Pearl River Delta to the development of China's rural parks": "The intrinsic changes in the supply and demand system of "regional cities" represented by urban and rural economic circles have promoted the transformation of China's tourism development pattern. Distance leisure vacation has become an important travel behavior feature in the urban circle structure, and this behavioral characteristics determine the limitations of traditional tourist attractions and urban parks in the regional urban system, and cannot meet the new market demand. The conclusion of scholars' research is that short-term holidays around the city will be the fashion of urban residents' tourism and leisure for a long period of time. Moreover, this method has small flexibility, high revisit rate, and relatively stable market. The rise of the farmhouse is to transfer the urban residents' weekend vacation from the urban area to the suburbs. Most of them choose the form of two-day tour, which is called “5+2” by the academic circles. The farmhouse has other forms besides "farmhouse".
3. Farmhouse music is an important part of the tourism industry planning of our district. According to the “City Planning Plan for the Northwest Five Towns in Jiulongpo District of Chongqing”, the suburban eco-tourism agriculture and characteristic farmhouses are the comprehensive tourism service base of Jiulongpo “Chongqing Back Garden”; the farmhouse music is “a form of holiday accommodation with different consumption levels” and characteristics. Important content and components of dining, sightseeing and entertainment.
4. The implementation of the urban agriculture strategy has laid a good foundation for the development of farmhouse music. For example, 10 projects under construction in 2001: Majiagou Reservoir Project; Songjiagou Reservoir Project; Jiadun Xianggui Rapid Propagation Base; Xi Peng Agricultural Comprehensive Development Park, “Jinma” Green Corridor, Songjiagou Aquaculture The experimental base, the copper cans, the modern agricultural park, the Baishi carp garden, and the high-quality citrus demonstration garden can all be used as favorable conditions for the development of farmhouse music.
5. The development of farmhouses is an important part of agricultural development in Jiulongpo District. Jiulongpo District is located in the urban-rural junction of Chongqing's main urban area. It has good natural conditions, obvious location advantages, flat terrain and convenient transportation. It has become one of the most attractive and dynamic areas for Chongqing's modern agricultural development. In August 2001, the Agriculture Bureau of Jiulongpo District stated in the report titled “Increased increase in farmers’ income, structural adjustment as the main line, and efforts to create a new situation in urban agriculture development”: “One is to recognize the function of modern cities. The increasingly diversified and modern agricultural functions have made the concept of suburban agriculture and its functions and functions more and more limited. In theory and practice, we must explore new ways of development. Second, urban agriculture emphasizes The overall development of economic, social and ecological functions is conducive to the realization of high-tech agricultural content, high value content, high environmental benefits, and will greatly promote the integration of urban and rural areas, the harmony between man and nature. Third, urban agriculture is the urban economy. The inevitable result of social development, the urban people's yearning for nature, ecological benignization and green pastoralism, and the growing demand for material culture are the internal driving force for urban agricultural development. Therefore, integrating production, ecology, life science and technology, culture, education, Urban agriculture with sightseeing and leisure has broad development prospects and strong vitality. Agriculture is an advanced stage of suburban agricultural development and an important part of modern agriculture. The development of urban agriculture is an inevitable choice for the transformation of suburban agriculture to modern agriculture in our district.” Therefore, the report proposes “to strive to plan the construction of the five northern towns and the whole district. It is a multi-industry and integrated green industrial park integrating production, tourism, sightseeing, flower viewing, fruit viewing and leisure multi-services, thus accelerating the production-guarantee suburban agriculture in our district, to the production guarantee, ecological construction, Leisure tourism, cultural education, export earning, and demonstration of urban agriculture transformation."
3. The current situation of farmhouse music in Jiulongpo District and the conclusion of the investigation
The district committees and districts attached great importance to it, and clearly proposed to build the strategic conception and deployment of the urban back garden in Chongqing to the west of Zhongliang Mountain. According to the overall planning of the development of the city and the actual situation of the whole district, the district committees and districts have positioned the agriculture of the whole district in the development direction of urban agriculture, and clearly proposed the strategic concept of building the west of Zhongliang Mountain into the back garden of Chongqing. The “farmhouse music” based on farmhouse music is also an important part of adjusting the agricultural industrial structure and building the urban back garden. It has been highly valued by governments at all levels.
The vast rural areas have convenient transportation, obvious location advantages, and relatively abundant natural resources to develop superior conditions for farmhouse music and “farmhouse music”. The Chengdu-Chongqing Expressway and the Baipeng First Class Highway run through the whole area in a T-shape, and the two exits of the Baishiyu and the Horses on the Chengdu-Chongqing Expressway make the traffic in the whole area very convenient. It takes about half an hour from the main city to each town. By car. The whole area has built a 10,000-acre low-season fruit production and sightseeing base, which is mainly composed of Baishiyu Town Sanduoqiao Bailu Nature Reserve and Shili Hetang Tourist Area. Production bases, as well as various agro-ecological parks. The district has successfully held a number of sessions of the Peach Blossom Culture Festival, the White City Lotus Flower Festival and the Copper Cans. The towns are actively organizing cultural and sightseeing festivals with distinctive features and local characteristics. For example, Jinfeng Town is preparing to hold the Pepper Culture Festival in 2002.
The development of farmhouse music in the whole district has been speeding up and has been scaled up. Under the leadership of governments at all levels, the farmhouse music in the region has developed rapidly in recent years. There are 413 farmhouses in the district with a total investment of 37.76 million yuan and a total reception capacity of 16,570 person/day.
The farmhouse has played a role in promoting the adjustment of the agricultural industry structure.
The impact of farmhouse music on the adjustment of agricultural industrial structure is manifested on the one hand, and on the farmer's business households, up to 74% of the business households have added special vegetable cultivation, and there are more than five varieties. The newly added special breeding industry not only satisfies the needs of self-sufficiency and management, but also provides some agricultural and sideline products to the market to save expenses, reduce costs and increase profits. More importantly, the special breeding industry can also improve the environment, increase the participation, enjoyment and fun of the farmhouse, and attract tourists more. On the other hand, the rise of farmhouses has also had an important impact on the breeding industry in the surrounding areas. For example, the planting area of ​​lotus roots in Gaotian Village, Shili Hetang, Baishi Town, has been expanding year by year, and has developed into an important lotus root production in the whole city. base. The peach tree planting in the town has promoted the rapid development of the town's “farmhouse music”, and the development of “farmhouse music” has promoted the continuous expansion of the peach planting area, and has now developed into an important low-season fruit production base in the suburbs.
The farmhouse provides a new way of life for the farmers in the suburbs who are “not leaving the country”.
Of the 62 business households surveyed, 100% were local farmers. Meet the above characteristics. Among the surveyed households, there are 22 households, accounting for 35%, of farmer's income accounting for more than 50% of the total annual household income. Only 3 households accounted for 100%, accounting for 5%. In other words, among the 40% of farmhouse operators, farmhouse music is the main source of production and living. This shows that the development of farmhouse music is indeed a new way of life for the farmers in the suburbs who are “not leaving the country”. This is not only the wishes of the local people, but also the original intention of the local government to actively advocate and cultivate.
Among the 62 business households, there were 2,512 people on the peak day; the average household received 41 people. According to this calculation, there were 200 business households in the two places surveyed, and 8,200 people were received on the peak day. The construction of this batch of farmhouses invested a total of 5.62 million yuan, 91,000 yuan; households mainly rely on self-raised funds, accounting for 94%, accounting for 94%; 2 loans, accounting for 3%; 4 households, accounting for 6% . It shows that the investment is based on the self-raised funds of local farmers, which is in line with the basic characteristics of farmhouse music, and also reflects the relatively solid economic foundation and development potential of rural areas in the suburbs of our district.
Of course, compared with the farmhouse music in the Nan'an District, which is developing faster than Jiulongpo, the gap is still quite large. But it just shows that we have a long way to develop farmhouses and a lot of space. The following data can explain the economic status and industrial scale of the farmhouses in the two places. In terms of investment behavior, the forecast of output and benefit is directly proportional to the scale of input.
Jiulongpo District Farmhouse Peak Day income is only one-tenth of the Nan'an District! Construction investment is only one-seventh! The number of visitors on the peak day is only one-sixth! Conversely, the achievements of the Nan'an District Farmhouse today are our goal not far from the future. Jiulongpo Development Farmhouse has considerable potential and stamina.
The comprehensive driving function of farmhouse music in rural society is far greater than the direct economic benefits it creates. This is something the government department should pay special attention to and pay attention to.

First of all, the development of farmhouse music has made the rural environmental sanitation rectification become the conscious behavior of business households. In the survey of business concept evaluation, the special emphasis on sanitary conditions of business households accounted for 50%. Explain that the development of farmhouse music can promote the health habits of the management of farmers, beautify the environment, attach importance to the construction of the ecological environment, promote rural civilized communities, and promote the construction of rural spiritual civilization.

Second, it can stimulate farmers' enthusiasm for consciously learning cultural knowledge. According to the survey, the business owners have a high school education and above, accounting for only 19% of the total number of surveys; 33 households in the country, accounting for 53%; and 17 households under the national level and below, accounting for 27%. The reception staff accounted for 8% of the high school and above cultural level; 58% of the national middle schools and 18% of the national minimum and below. Business owners and receptionists occupy the main body of the national and Chinese culture level, and it is difficult to meet the needs of the modern leisure industry, and it is easy to limit their low level and low level. In view of this, in the requirements of government work, the “training personnel” and “instruction improvement” options accounted for 38% each, totaling 76%. In the on-site investigation, the business owners also said that they would rather pay for the professionals to train the class. This has a positive effect on improving the cultural knowledge of farmers.

Third, it is an effective way to solve the idle labor force in rural areas. The 62 business households surveyed had a total of 268 households with 4 households per household. There were 187 laborers aged 18-60 years old. There were 187 people involved in the management and management of farmhouses, and 3 households per household. 38 people, an average of 0.6 people per household.

Due to the late start of the Jiulongpo farmhouse, the standardization and the low degree of scale, the effect of solving the idle labor in rural areas is not outstanding. Compared with the Nan'an District, the outsiders of Jiulongpo have a lower investment ratio for “farmhouse”. It shows that the farmhouse music in Jiulongpo is still in the primary stage of spontaneous and self-sufficiency. Its scale, grade, brand and regional influence have yet to be cultivated, and its status and proportion in the agricultural industrial structure need to be improved. In addition, the number of external workers is too different. Its impact on the function of the "employment project" and the society is very different, and it can also explain the lack of its industrial status. If our scale reaches the current level of the Nan'an District, 8 people will be employed by Huping, and only 1600 jobs will be provided by only 200 farmhouses in Sanduoqiao and Shilihetang.

The level of productization of farmhouses requires scientific guidance and guidance and assistance from government functions.

As a new and special form of tourism economy, farmhouse has its own special growth law and management operation program. It is easy for the peasants to explore the cost of the operation in the practice. For the local government, the spontaneous, decentralized and extensive small-scale private business forms have little industrial significance. For the masses of tourists, there is no attraction, scale, and management of unregulated tourist destinations. Therefore, the characteristics, standardization and scale are the basic directions for the realization of the industrialization goal of farmhouse music. It is impossible to realize this by a single-family business farmer. It requires the guidance and assistance of the government functional departments and scientific guidance. The Nan'an District has put forward the management idea of ​​"government set up, economic singing, social operation, mountain-wide linkage, and overall packaging", which is an effective method for the government.

Through the investigation of the management concept of the farmhouse, it reflects that the business owners have misunderstood or lack of understanding of the tourism reception and business concept.

Special emphasis on the quality, taste and price of dishes is a typical feature of traditional business ideas. Some factors that are crucial for tourists to attract tourists are: attracting characteristics, environment and services are ranked after the fourth place. And the sum of the latter three factors is only 69% of the sum of the first three. It shows that the business guiding ideology of the farmhouse business owners still stays in the traditional concept. We can also see the problem from the statistical analysis of the promotion methods of the farmhouse operators.

The superstition of "returning customers" and word-of-mouth communication is the most typical expression of traditional marketing concepts. The dependence on the relationship of friends also shows that the awareness of publicity and promotion of business households remains at the original, passive understanding. The use of the most publicity and promotion means - the distribution of leaflets, is also limited to the scope of the interpersonal and more primitive means. The awareness and requirements for active promotion and participation in collective promotion are not strong. It is difficult to adapt to the needs of tourism and leisure consumption, and requires professional training, guidance and government guidance.

The requirements of business households for government work are also concentrated on business practices, development scale and personnel training. The needs of the people are the unshirkable responsibility of the government.

The role of the government in the development of farmhouse music has been able to explain the gap between the two places through the comparison and comparison between Jiulongpo and Nan'an. If the government work is "very helpful," the Nan'an District is 18% higher; while the "not helpful", the South Bank is zero, and the Jiulongpo is 15%.

Fourth, the existing problems

Jiulongpo farmhouse management is weak

The development of the farmhouse in Jiulongpo has a certain scale and popularity. However, the lack of standardized systems and specific measures has led to the phenomenon of blind development, chaotic management and disorderly competition. There are more than 150 farmhouses in the “San Duo Bridge Egret Nature Reserve” projectile. None of them was approved by the tourism department and lost effective management and supervision. Because supply exceeds demand, competition is disorderly. Or kill each other, or damage the quality and protect the cost, damage the interests of consumers, and corrupt the image of the tourist destination. Short-sighted behavior of business. Operators are willing to spend money on the main building, rather than working hard to manage and beautify the environment. I am willing to invest in quantity rather than spending money on business characteristics and service quality. Advocate less investment, more output; purchase foods with low quality and low price to deceive customers, even deducting two.

Jiulongpo Farmhouse lacks unified planning

There is a lack of unified planning for farmhouse music in Jiulongpo District. Specifically in:

1. The scenic area is small in size and attracts less people. In the Sanduoqiao area, there are no other tourist attractions except the egrets; the ten-mile lotus pond, in addition to the lotus, there is no other to see and swim. The lotus variety is small and seasonal. The “Lotus World” in Sanshui City, Guangdong Province, with the theme of lotus flowers, integrates architecture, sculpture and lotus culture. It covers an area of ​​more than 110 hectares and has more than 300 lotus varieties. It has a rich theme culture and rich recreational content. Weaken the seasonal limitations and visitors are woven.

2. Lack of cultural heritage and packaging. Farmers have just tasted the sweetness of operating farmhouses and are prone to urbanization during the development and construction process. This is a kind of "encirclement phenomenon." Urban people hope to enjoy the original rural life content in the countryside, while rural people yearn for urban life. Operators often regard urbanization as the goal of the development of farmhouse music. “There are things in your city that we don’t lack” are often the mantra of their pride. I often love to transform things with local characteristics and their own characteristics into ordinary generalized things. For example, the country lane is changed to a cement road; the vegetable garden field is changed to a parking lot. The flower farmers who mainly manage garden flowers and trees have gradually given up their own expertise, and the Huamu Garden will be used as an open-air dining hall or karaoke hall to pursue quick success. For example, the lotus itself has a very deep cultural connotation, and no one is going to dig. The egret is a migratory bird, why it becomes a resident bird. This kind of heaven and man is one, and no one is going to pack the beauty of the birds and birds.

3. While developing tourism, the landscape was destroyed. The construction of the farmhouse should have been in harmony with the surrounding environment. But now we are seeing a matchbox villa that is not overlooking the ocean. Most of the walls are covered with white tiles, just like the ones used in the toilets of the city, which are totally inconsistent with the environment. In the construction of “Quan Shui Chicken Street” in Nan'an District, the Construction Committee has designed four different styles of architectural styles for farmers to choose, but their appearance styles are in line with the requirements of unified planning, avoiding the adverse consequences of disorderly construction.

4. There is no unified planning. The management households do not have the unified image of the scenic spot. They have more individual wars and less solidarity and cooperation. They are more eager for quick success and less long-term planning, and it is difficult to converge into a synergy with others.

There is no safeguard in the ecological environment

The farmhouse in Jiulongpo is based on eco-tourism agriculture or as a carrier. It is especially important for the protection of the ecological environment. It is the basis of our survival. A large amount of sewage and garbage are disposed of freely, and it is spread over Qingxi Tianyu. It won't take long for the farmhouse to attract tourists – air and green will be polluted and lose their charm. The Nan'an District has taken measures to concentrate on garbage disposal twice a week, with obvious effects. It is reported that they are working hard to install underground pipe network sewage and build garbage stations in areas where farmhouses are concentrated. These measures require government regulation and unified management to achieve this.

V. Our suggestion:

Unified planning, highlighting features, forming scale, and enhancing competitiveness

The farmhouse should take the road of industrialization, achieve sustainable development, and enlarge the existing cake. It must be planned under the unified plan. It is recommended that:

1. The Jiulongpo District or related towns should plan the farmhouse area as soon as possible. In the planning, farmers should be guided to adhere to the garden landscape, relying on mountains to eat mountains, and relying on forests to build gardens, gardens and manors. There are customers and businesses, no customers to farm, and avoid risks. It is necessary to pay attention to the scale of the scenic spot and increase the tourist attraction. For example, the Sanduoqiao area should pay attention to the development of ecological agriculture, such as various types of fruit trees and crops, and increase the participation of tourists. Shili Hetang, increasing the planting area and variety of lotus flowers, it is best to develop in pieces, to enable people to swim between lotus ponds, and even rowing and fishing in lotus ponds. Operating characteristics to avoid urbanization of buildings, entertainment vulgarization, accommodation and hotel.

2. Strengthen the cultural excavation and packaging of scenic spots. Such as: Shili Hetang, you can design the Lotus Culture Square, which will be engraved in the articles and poems of the lotus and lotus lotus for thousands of years; you can design the lotus viewing area, introduce a variety of lotus flowers, divide into different areas, write instructions, for people Watch. The fish market manor of Baishiyu insists on providing visitors with a personal labor field, so that they can truly experience the life of farmers.

Standardize management, list management, improve taste, and maintain the image of the scenic spot

1. Control the number of development and guarantee the quality of service. Farmhouses cultivated as an industrial goal cannot be developed blindly and let it do. It is necessary to develop steadily on the premise of guaranteeing the quality of business services.

2. Implement listing business. The purpose of listing business: First, to guide tourists on the choice of farmhouse music. The second is to facilitate management and facilitate visitors to supervise the quality of service. Farmers applying for the operation of farmhouses must pass the inspection under uniform standards, and those who pass the examination can be allowed to operate;

3. Establish a sound and effective management system. The functional departments at all levels of the government must clarify their responsibilities and establish a sound and effective management system for the tourists and farmers, for the overall interests of the tourist destinations, and for the long-term development goals of the government. The Nan'an District has successively issued the "Trial Measures for the Management of Farmhouse Music in the Nan'an District" and the "Measures for Awarding the Awards for Star Farms"; the Tourism Bureau of Longquanyi District of Chengdu has also promulgated the "Guidelines for the Management Fees of Farmhouse Music" and "The Realization of the Price of Farmhouse Catering and Entertainment Stores" The notification of the rate management, etc., to regulate the business behavior of the farmhouse. It is necessary to formulate the “Management Measures for Farmhouses in Jiulongpo District” as soon as possible, and propose clear management measures and policies for the management, planning approval, management norms, safety management and legal responsibilities of farmhouse music.

4. Unified promotion and promotion to create the brand of Jiulongpo Farmhouse. At present, all districts in the suburbs of Chongqing are making great efforts to develop farmhouse music, and the competition for competition for customers is increasingly fierce. It is difficult to sustain development by relying on the word-of-mouth effect and distributing leaflets only by the small family of households. Jiulongpo should focus on a part of the funds through some policy channels to unify the promotion and establish the brand of Jiulongpo Farmhouse.

5. Implement a “government-led” strategy for the development of farmhouses. All departments at all levels in the district should further unify their thinking, raise awareness, and establish the industrial status of farmhouse music. Incorporate farmhouse music into the national economic and social development plan and manage it in a unified manner.