Abstract:

Taking leisure agriculture in Jiangsu Province as an example, we analyzed the development environment of leisure agriculture and the formulation of development strategy. The research results are expected to provide theoretical support and scientific basis for the development of leisure agriculture in Jiangsu Province and the whole country. In this study, we used the SWOT-PEST method to analyze the advantages, disadvantages, opportunities and challenges of leisure agriculture in Jiangsu Province from four aspects of politics, economy, society and technology. In 2019, the leisure agriculture of Jiangsu Province received more than 230 million tourists, the comprehensive income was over 68 billion yuan, and the total number of leisure agriculture brands ranks in the forefront of the country. These results show that diverse agricultural resources, obvious geographical advantages, strong economic strength, increased leisure time, and extensive application of information technology are the advantages and opportunities. However, there are some problems such as uneven regional development, lack of science planning, and shortage of professionals. The development of leisure agriculture in Jiangsu Province is also facing the threat of intensified market competition, ecological environment threat, lack of innovation and creativity and so on. In view of the problems existing in the development of leisure agriculture in Jiangsu Province, the SWOT-PEST analysis matrix is constructed in this study, and we put forward four sustainable development strategies: development strategy, reverse strategy, diversification strategy and defensive strategy.

Key words: Jiangsu Province, leisure agriculture, SWOT-PEST analysis, sustainable development