At present, what are the problems in the development of China's farm ecotourism?

(1) Backward business philosophy, the product lacks brand characteristics and cultural connotation. Farm ecotourism operators generally low cultural quality, business philosophy is relatively backward. At present, the main business of farm ecotourism is farmers, because of their cultural quality is not high, coupled with the influence of small farmers thinking, making the thinking of the farmers characterized by practical rationality, only focus on their own economic benefits, but ignoring the socio-economic benefits for the development of farm ecotourism for the lack of the overall situation and the long term considerations.

Specialties and brands are key factors in attracting tourists, and the original purpose of the development of farm ecotourism is to provide a change of urban lifestyle for city dwellers, and to provide an opportunity to get to know the countryside. And in fact, now the farm ecotourism business farmers of the business philosophy of the tendency of similarity is serious, brand awareness is weak, the cultural content of tourism products is low. Provide leisure tourism product content monotonous, limited to mahjong, chess, karaoke and other entertainment products, lack of taste and personalized color; ecological culture, vernacular culture, rural folklore and other cultural connotations did not dig deep. Tourists in tourism activities lack of healthy entertainment and leisure programs and fitness participatory activities and cultural learning activities. This ignores the diversified entertainment needs of contemporary tourists and the potential need for the pursuit of healthy and elegant type of consumption, resulting in a shallow state of tourism where tourists consume in a fast-in, fast-out manner, with a low rate of revisiting, which is not able to adapt to the needs of the modern tourism market.

(2) lack of operating funds, lack of unified planning. At this stage, most of China's farm ecotourism operations are carried out as a family unit, so there is a certain degree of difficulty in capital investment. Due to the owners of the early investment is large, slow recovery of funds, and tourists taste more and more demanding, coupled with the operating projects without characteristics, and then invested in the lack of power, long time no change, part of the business shrinkage, and even difficult to maintain the operation.

Because of the lack of geographic location, their own resources, local policies, market demand, infrastructure, rural folklore research, and the assessment of the environmental carrying capacity, resulting in the operation of the farmers blindly invest in the project, the development of tourism products did not carry out scientific feasibility studies. Some places in the development and construction of the basic principles of simplicity, nature, coordination, one-sided pursuit of large-scale and modernization, not only detached from the connotation of the farm ecotourism, but also destroy the environmental harmony, thus reducing the attractiveness of tourism.

(3) The management system is not sound, and the service level is uneven. At present, the farm ecotourism has not been included in the tourism or industry and commerce departments within the scope of the official management, and not to the tax department tax, its opening, closing are more casual, some farmers to save costs, find a few "relatives" on the start of the business, and some do not have the conditions for the operation of the business is also on the ground opened. As a result, some of the farm ecotourism there is a "rip-off" phenomenon, seriously affecting the image of the farm ecotourism.

Farming eco-tourism operators are mostly local farmers, the cultural level is relatively low, they do not have specialized business training, service awareness and poor service quality, the overall reception level is low. And an important purpose of tourists traveling is to enjoy quality services while entertaining, tourists in the demand can not be well met when the farm ecotourism will inevitably be greatly discounted, which is not conducive to the long-term development of farm ecotourism. Although the number of farm ecotourism, but the small scale, mostly in an unorganized state, each farm ecotourism, each on their own, without unified service standards and service concepts, it is difficult to bigger, better, stronger.

(4) infrastructure is not perfect, the quality of environmental health is not up to standard. Farm ecotourism to carry out the area is generally suburban and rural areas, many places lagging behind in infrastructure construction, affecting the development of tourism. First, transportation problems are prominent. The roads leading to farmhouses are poor and transportation is not very convenient. Accessibility is poor because foreign tourists are unfamiliar with the local geography and there is a lack of obvious signage. Second, leisure facilities are lacking. Many farmhouse eco-tourism recreational facilities are too simple and lack facilities for tourists to stay comfortably, such as pavilions under the shade of trees, sitting chairs, tea rooms and so on. Again, supporting facilities are incomplete. Supporting facilities such as medical and healthcare stations, pharmacies, small supermarkets, barber stores, etc. are all still inadequate. In addition, insufficient water supply, power supply, poor sewage, garbage and domestic sewage discharged at will, all of which affect the sustainable development of farm ecotourism.

Because of the long-term bad hygiene habits and lack of hygienic basic conditions and other reasons, the hygienic condition of the farmhouse eco-tourism is not up to the standard phenomenon is serious. According to incomplete statistics, at present most of the farm ecotourism does not have a health permit and business license, practitioners do not have a health certificate, accommodation and food environment hygiene, safety, there are serious hidden dangers. 2004 guangxi guilin farm eco-tourism in more than 80 tourists group poisoning incident is an example.

In recent years, some places on the farmhouse ecotourism to give protection to the policy, a large number of development, especially in the contiguous places of the farmhouse ecotourism area, with the expansion of the scale of operation, brought a series of environmental problems. A few years ago a hot moment of Songhua Dam area of farm ecotourism, for example, this is located in Kunming City drinking water source area, but a lot of farm ecotourism produced by the garbage is still burned with fire, sewage is also discharged at will, become Songhua Dam water quality deterioration of an important reason. Therefore, it is imperative to carry out strict supervision and management of the hygiene and environmental protection status of farmhouse eco-tourism.

(5) Insufficient publicity, promotion awareness. Most of the farm ecotourism operators market promotion awareness is not strong, lack of initiative to publicize and participate in the collective promotion of enthusiasm. Coupled with the small scale of operation and decentralized, and travel agencies and other service agencies are not closely linked, did not form a more complete publicity and marketing network system, resulting in its resources and product visibility is difficult to expand, the brand effect is difficult to form.