Research Series on the Industry Development of International Tourism Island——The Problem and Suggestion on Agritainment in Hainan

Due to the establishment of Hainan international tourism island and the fulcrum position of the maritime silk road, the tourism industry of Hainan has made a leaping development, and especially the “agritainment”--rural tourism, is ushered in new opportunities and challenges. Starting from the problems existing in “agritainment”--rural tourism, the paper proposes some corresponding methods and measures appropriately, to promote the healthy and standardized development of “agritainment” rural tourism in Hainan. Key words-Hainan; Agritainment; Problem; Suggestion In March 5, 2008, the State Council approved Hainan “to further play the advantages of the special economic zone, actively explore the opening up and reform of institutional mechanisms in the tourism industry, and test first”. On this basis, Hainan comprehensively accelerate the construction plan of “international tourism island”, which means focus on the opening of the tourism industry and implement the opening policy to the foreigners mainly characterized by "visa free, zero tariff, traffic rights" in the particular island region, to promote the international process of Hainan’s tourism services, and make it become a unique and influential international tourism resort. In the industrial system of the construction of Hainan international tourism island, agritainment is undoubtedly a bright spot. As a new form of tourism leisure, agritainment is a kind of leisure travel mode that the farmers provide to the city people to return the nature to relax and cheer themselves. Usually, the farmers use agricultural products with local and national characteristics to meet the needs of the guests. Since the cost is low, the consumption is not high. Besides, for always being surrounded by beautiful natural or pastoral scenery, it can meet and the spirit need of modern people and is highly welcomed by many people in the city. In recent years, under the strong support of Hainan provincial and municipal government and the relevant departments, and relying on the local beautiful natural environment and rich natural resources, many rural areas in Hainan actively develop the agritainment, which not only enables the tourists to relax in the experience of "living in the farm house, eating the farm meal, doing the farm work, learning the farm art, and enjoying the farm entertainment", but also has a good effect on promoting the adjustment of rural industrial structure, increasing the income of farmers, promoting the construction of rural spiritual civilization and the construction of basic facilities. Though the vigorous development of agritainment in our province has promoted the construction of new countryside, we should clearly recognize the shortcomings and disadvantages during its development. Due to the restriction of subjective and objective factors, agritainment in our province is faced with many problems: such as single type and lack of new ideas and repeated low level developing in tourism products; backward management idea and weak brand awareness; unreasonable layout; poor infrastructure and sanitation and lack of safety protection; indifferent environmental awareness and serious environmental pollution; lack of employees training and low service level. Moreover, less prominent features and lack of participatory and experiential activities and many other issues, affect and restrict the healthy and rapid development of Hainan's agritainment. I. EXISTING PROBLEMS A. Tourism products---lack of new ideas, single type, and low-level repeat developing. At present, the main body of the agritainment is farmers, whose heavy imitation and less innovation leads to the serious tendency of running the same product. For example, Volcano Spring leisure farm near the intersection of Nanhai Avenue and green corridor in Haikou City, Lvfeng village in Kang’an village, Xiuying District, Haikou City, Nanhai Leisure Farm in Nanhai Avenue in the direction of Xiuying Road to Laocheng town, Dongpo farm in Jiazi town, Qiongshan District, Haikou City, Hainan Fengsheng vanilla park in the town of Sanjiang---30 km from Haikou, and Zongwangyuan leisure farm in Chengmai County, are all the places that provide recreational sightseeing, fishing, picking, chess, mountain climbing, working in farmland and enjoying green food etc. For the lack of new ideas, low level repeated developing exist in these projects commonly. B. Backward management idea and weak brand