2016 Volume 98 Issue 6 Pages 295-300
In China, farmhouse tourism is attracting attention today as part of a solution to the so-called three agricultural issues of low agricultural productivity, deterioration of rural villages, and impoverishment of farmers. However, our previous research suggests that even in places where the level of urbanization is high, there is in fact little consciousness in regards to the pleasures of nature and the unspoiled scenery of rural areas. In order to clarify this point, an opinion survey of college students on rural villages and farmhouse tourism in ZheJiang Province China was conducted. The results of our survey showed that while many Chinese young people in ZheJiang Province had a positive general image of farm villages and farmhouse tourism, they did not think much in terms of actually going out to remote rural areas and enjoying farm life for themselves. Furthermore, we found that even students specializing in tourism had only a rudimentary awareness of "green tourism." Finally, it became clear that potential "farm tourists" to remote areas are seeking experiences to get in touch with nature, as well as looking for long-term stays with low prices.
