Start-up Goals of Nongjiale Operators in China

Based on the survey into the start-up goals of entertainment-oriented Nongjiale operators in the suburbs of Shanghai, Wuhan and Chengdu and comparative analysis of its results, conclusions about the start-up goals of Nongjiale operators in three cities were reached, that the start-up goals of Nongjiale operators in the suburbs of above three cities share the common characteristics of rural tourism in its initial stage, that is, strong favor of rural life, more concern about short-term economic and social goals, but less concern about long-term economic goals and self achievement, but there are also some differences in business format due to different developmental stages, regional economy, governmental supports and practical operation performances in three cities. This study can be of some practical and theoretical significance to the healthy development of rural tourism both in three cities and in China.