Are you ready for the farmers' tour near May Day?

Peasant tourism is a new force in the tourism industry, but both farmers and providers of tourism products are not fully prepared. We should not only see the practical needs of farmers in tourism and leisure, but also see the great driving force of farmers' tourism to the economy, and jointly do a good job in the articles on farmers' tourism, so that farmers can go out to play, dare to go out and have fun.

With the May Day short holiday approaching, all kinds of tourism-related news began to appear in the newspapers. However, in all kinds of reports about tourism, there is little news about peasant tourism.

Tourism is an increasingly important emerging force for China's economy: in 2014, the total revenue of the national tourism industry was 3.25 trillion yuan, compared with 63 trillion yuan of GDP. Due to the improvement of economic level and the increase of seasonal leisure time, farmers also began to put down their hoes to travel and become a growing team in the tourism group. According to the general law that regional tourism demand occurs when the per capita income of the tourism industry exceeds 1000 US dollars / year, a considerable number of farmers in China have indeed crossed the threshold of tourism.

Tourism is not only an important force to promote economic development, but also an important embodiment of individual leisure welfare. Andersen said, "Travel is a clear spring to restore youthful vitality." Traveling is enjoyable: few people are unwilling to see new things, meet new people, and change their mood during the journey. Some people say that it is better to travel ten thousand miles than to read ten thousand books. On the way of travel, it is the best opportunity to enjoy the scenery, read people and do business.

However, at present, with the continuous expansion of farmers' tourism market, both farmers and providers of tourism products are not fully prepared.

From the farmers' side, although a certain number of affluent farmers have rich travel experience. However, on the whole, the consumption level of farmers' tourism is still far lower than that of urban residents. According to the mode of tourism products provided by travel agencies, the price is on the high side, which exceeds the psychological expectation of farmers' tourism expenditure; while in the way of self-help travel, farmers are lack of experience and it is difficult to travel. Therefore, at present, farmers' tourism is still at a low level: when they have leisure, they go for a stroll in the county park; only when they have leisure and a lot of money do they go to the surrounding scenic spots; only when they have money, leisure and heart will they visit big cities or well-known scenic spots far away; traveling abroad is what many ordinary farmers dream of.

From the point of view of tourism product providers, a prominent problem in the current tourism industry is the development model of "not pro-farmers": ticket prices are on the high side, and for farmers, tickets to a scenic spot can even buy more than 10 jin of pork; travel agencies are not enthusiastic, and few travel agencies regard their enthusiasm and professional ability for farmers as an important space to improve. Tourist attractions lack of targeted arrangements, farmers are used to the natural scenery of the countryside, prefer urban prosperity and famous cultural landscapes.

We can not blame specific travel agencies for unreasonable travel routes or poor reception of scenic spots, the crux of the problem is that the domestic tourism market is not ready for the phenomenon of farmers' tourism. At present, most tourism products, with high income and strong autonomy of urban residents as the main target customers, naturally it is difficult to adapt to the low willingness to spend but a large number of peasant tourism groups. If you open Ctrip or Tuniu's website at will, you will find that the major travel agencies are most willing to make great efforts to promote outbound tours with high consumption. Obviously, high-priced tourism products alone can bring more profits to tourism companies. But in fact, domestic tourism for farmers' market, and even the development of intra-provincial tourism is extremely important. According to the 2014 China Tourism Development report, domestic tourism consumption accounted for 4/5 of domestic consumption in 2014, which is a major part of tourism consumption. To tap the tourism potential of farmers, which accounts for half of China's total population, will be an effective starting point for the further expansion of China's economic domestic demand. On the other hand, according to statistics, there are 1.6 million peasant families in about 60, 000 villages across the country. In this peasant courtyard everywhere, farmers and urban residents take what they need, talk and laugh, Yan Yan and enjoy themselves. Peasant tourism is not only a carrier to stimulate domestic demand and enhance economic vitality, but also a bridge to promote the integration of urban and rural areas.

Therefore, we should not only see the huge economic driving force of farmers' tourism and the long-term trend of potential market space, but also see the actual welfare needs of farmers in tourism and leisure. On the one hand, local governments and tourism companies can be encouraged to develop products suitable for farmers' tourism, so as to arrange farmers' favorite tourism products with higher performance-to-price ratio, so that farmers' tourism can become an active driving force for economic development. On the other hand, we should create better basic conditions for farmers' tourism, further increase farmers' income, establish and improve a sound social security mechanism, guide the development of tourism with reasonable and scientific tourism principles, and cultivate a positive and healthy tourism civilization. let farmers have money, leisure and will, can go out to play, dare to go out to play, but also have fun.