Integrated Development of Agricultural Recreation and Health and Wellness Industry in the Big Health Era

Mengdie WANG

School of History, Culture & Tourism, Shaanxi Xueqian Normal University, Xi’an 710100, China

Abstract Deep integration of agricultural recreation and health and wellness industry is an inevitable choice for the development of China’s agricultural recreation and the transformation and upgrading of the agricultural industry. The development of agricultural recreation and health and wellness industry is inseparable from the four dimensions: production, living, ecology, and life. Therefore, the integration of agricultural recreation and health and wellness industry should also be promoted from the four aspects: production content, living content, ecological content, and life content. At the current stage in China, insufficient integration of the two is mainly manifested as lagging infrastructure, insufficient effective supply, shallow cultural connotations, lack of professional talents, and incomplete industry chain. The path to promote the deep integration of China’s agricultural recreation and health and wellness industry includes improving the recreation, health and wellness infrastructure and supporting facilities, developing specialty products and experience projects for recreation, health and wellness, building a brand of recreation, health and wellness culture, cultivating and introducing professional management and service talents, and planning systematic layout of the recreation, health and wellness industry.

Key words Agricultural recreation, Health and wellness industry, Industrial integration, Rural revitalization

1 Introduction

Industrial integration is an inevitable choice for industrial development. It can not only promote the upgrading of traditional industries and improve the competitiveness of the industry itself, but also form a new form of business through the crossing, penetration and reorganization of industries[1]. Agricultural recreation is a new form of agricultural production and management that integrates sightseeing, leisure and tourism on the basis of agricultural landscape resources and agricultural production conditions. It can effectively promote the integration of the primary, secondary and tertiary industries, so as to realize the rational and optimized allocation of rural resources, promote the transformation and upgrading of the agricultural industry structure. Therefore, it plays an important role in improving the agricultural environment, promoting rural economic development, and promoting rural revitalization. In the context of the global economy and life being severely affected by COVID-19, the public have a deeper understanding of the importance of health and a stronger desire for health. In the big health era, people’s demand for health care and big health is not only treatment, but also a combination of prevention, treatment, rehabilitation, and health and wellness. The health and wellness is a new life style. The era of big health promotes the development of health and wellness industry, and health consumption will become an important economic growth point. As the only industry that does not shrink in the global economy, the health and wellness industry has long been identified as an "infinite trillion industry" by the international economics community. Therefore, promoting the deep integration of agricultural recreation and health and wellness industry under the new economic situation is of great practical significance for promoting the industrial transformation and upgrading of agricultural recreation.

2 An inevitable choice for the development of agricultural recreation from recreation to health and wellness

With the advancement of science and technology and social development, people are gradually liberated from heavy physical labor. Recreation has become an important part of a better life. The concept of recreation, as a modern life value, has started to affect the economic form of a country. In addition, with the constant advance of industrialization, urbanization, informatization, and agricultural modernization, the cost of agricultural production has gradually increased. Countries are actively developing and exploring new forms of agricultural recreation to promote rural economic prosperity and improve the ecological environment.

Agricultural recreation generally refers to the combination of agriculture and recreation. It is also an agricultural operation that takes into account the activities of production and business and the compatibility of ecological environment. The development of agricultural recreation in China makes full use of the abundance of agricultural natural resources and the diversity of farming culture. Based on agricultural production, farm life, rural ecology, and farming culture, it expands the diverse functions of agriculture and rural areas, and provides sightseeing, rural travel, and picking experience,etc. According to the business nature, agricultural recreation can be classified into four categories: sightseeing farms, recreation farms, citizen farms, and citizen manors. At current stage, China’s agricultural recreation development is concentrated on expanding the supply of raw materials, health and recuperation, ecological conservation, cultural inheritance, and cultural creativity based on resources, location, cultural background and other conditions, and gradually forms a comprehensive agricultural recreation area, to realize an organic combination of greater agriculture with big tourism.

Generally, the health and wellness industry is the sum of all related industry sectors that provide health care products and services to the society[2]. According to the different needs of consumer groups and resource differences, the health and wellness industry can derive different types of industries. For example, consumer groups can be divided into three categories: healthy groups, sub-health groups, and patient groups. The needs of healthy groups are health care, the needs of sub-health groups are healing, and the needs of patient groups are medical care. Since the health and wellness industry is highly dependent on resources, it can also be classified according to resource differences, such as hot spring health and wellness, forest health and wellness and health and wellness. The development of the health and wellness industry conforms to the rules of social development. Under the condition that the material life is satisfied, health and wellness can be used as a kind of deep experience at the mental level. Compared with the improvement of life quality achieved by recreation, health and wellness reflect the improvement of life quality. From recreation to health and wellness, it is a kind of upgrade of pursuit and experience.

The emergence of the health and wellness industry presents a new perspective for people to understand the rural areas. People no longer use the perspective of industrial civilization and urbanization standards to measure the value of rural areas and their production and consumption, but re-examine the rural areas from the perspective of ecological civilization, and accordingly will discover the unique value of the rural areas in modern society. Under this new perspective, the agricultural production, farm life, rural ecology, and farming culture in the rural areas all reflect respect and awe for nature. Such kind of harmonious coexistence between man and the environment, man and nature also reflects the state that modern people are pursuing the state that is conducive to life, ecology, and health. Besides, the rural unique natural resources such as healthy food, healthy air, green farm, and forest vegetation also provide natural basic conditions for the development of the health and wellness industry. Based on this, the "agriculture+health and wellness" model enters into people’s eyes, and industry professionals have begun to bring health and wellness to the rural areas, giving new functions to agricultural recreation and expanding the development paths and channels of agricultural recreation.

3 Four dimensions of integration of agricultural recreation and health and wellness industry

Agricultural recreation provides resources and platforms for the development of health and wellness industry, and health and wellness industry provides power and ideas for the development of agricultural recreation. By comparing the characteristics of agricultural recreation and health and wellness industry, it can be seen that the development of both is inseparable from the four dimensions of production, living, ecology and life, and there is a high degree of overlap and complementarity in the content layout framework, which has laid a solid foundation for the integration and development of the two major industries[3].

3.1 Integration of production contentThe core function of agricultural recreation is recreation, but the function of recreation must be established on the basis of modern agricultural production functions, and its development is inseparable from the use of fine modern agricultural production facilities. The integrated development of agricultural recreation and health and wellness industry firstly lies in the integration of the production content layout. In response to the needs of modern urban residents for health and wellness, it is required to stress the planning the production layout of safe, high-quality, nutritious, and green agricultural and sideline products. Taking the production function of agriculture as the basis, it is expected to continue to provide high-quality and healthy products to the health and wellness industry to realize organic integration of the agricultural recreation and health and wellness industry.

(i) In terms of the production selection of agricultural and sideline products, under the premise of respecting the natural resources and conditions of the rural areas, we should choose crops that meet the green consumption concept of modern urban residents for planting, focusing on cultivating local natural growth and distinctive crops, and raising livestock according to local conditions, breed cattle and sheep to develop dairy products, and breed chickens and ducks to provide eggs. The production layout of agricultural and sideline products should accord with the nutritional diet guidelines and the balanced food pagoda. (ii) In terms of the production methods of agricultural and sideline products, it is required to follow the principles of sustainable development, use modern production technology and management, and produce in accordance with the prescribed production methods, and implement full-process quality control, do not use chemically synthesized food additives, fertilizers, pesticides, veterinary drugs, feed additives and other substances harmful to the environment and human health in the process of production. Under the "recreation+health and wellness" industrial model, the production of agricultural and sideline products does not pursue yield and output value, but is based on whether it can provide green and organic high-quality agricultural and sideline products that can meet the health needs of the public as an indicator. (iii) From the perspective of the utilization of the production process of agricultural and sideline products, in agricultural recreation, tourists participate in the production process of agricultural and sideline products through picking activities which can be taken as short-term leisure experience, and establish a connection with users through the adoption of agricultural and sideline products, field leasing,etc., to realize a deeper production participation. In terms of online, it is able to broadcast live the process of farming, growing, and production of agricultural and sideline products to users. At the same time, it integrates science popularization of concepts such as green and organic, and organizes offline experience and sightseeing activities in conjunction with related nodes of growth and production. In addition, it can also open up the supply chain and logistics network, form an O2O closed loop, and realize the customization of health and wellness recipes and the delivery of health and wellness foods.

3.2 Integration of living contentBoth recreation and health and wellness are the embodiment of modern lifestyles, and their integration cannot be separated from the consideration of the layout of living content. Compared with the fast pace of urban life and the pressure of urban life, the recreation and tranquility of the rural areas just provides a platform away from the hustle and bustle, a leisurely and comfortable platform, returning to nature, close to the green mountains and clear waters of the countryside, and breathing fresh air will be helpful for healthy physical and mental development and immersed in the life of a rural farm, people’s demands for leisure and health and wellness can be met at the same time. From the perspective of industrial integration, the development of the "recreation+health and wellness" model requires the rural areas to focus the development on experience projects that integrate "recreation, health, and health care" to create a life atmosphere of leisure and health.

In the long-term development, agricultural recreation has formed four main models: pastoral agricultural tourism, folk custom tourism, science education tourism, and nature-returning tourism. On this basis, integrating the development goals of health and wellness can start from the following aspects. (i) develop medium and long-term rural recreation and health projects and improve supporting facilities. One-day rural life experience based on farming, fruit and vegetable picking, and eating farmhouse meals is currently the most common mode of agricultural recreation, but to truly experience rural life’s regular work and rest, regular meals, proper work and other healthy lifestyle, it objectively requires a longer time and cycle. (ii) Combine crop growth, production cycle of agricultural and sideline products, rural folk culture, season and solar terms,etc. to carry out special recreation and health activities. The unique cultural customs of the rural areas affect people’s mood in a subtle manner, while the immersive experience activities can deepen this influence. For example, helping the farmers during the autumn harvest can not only solve the farming culture, exercise, but also experience the joy of harvesting; through picking wild vegetables at the spring equinox to cook and eat, tourists not only feel the spring, personally enjoy the nature, but also enjoy healthy food. (iii) Build a new social media platform based on the theme of rural recreation, health and wellness, forming a close "relation" with tourists, to realize the continuous output of regular recreation and health care content and culture. Such "cloud experience" not only plays a role in marketing, but also allows the attitude and concept of recreation, health and wellness to take root in the hearts of the people.

3.3 Integration of ecology contentAgricultural recreation has a very close relationship with the ecological environment. The unique natural resources of the farm are the necessary conditions for expanding the functions of rural health care, wellness and ecological conservation. As the concept of ecological civilization gradually penetrates into the hearts of the people, modern people’s perspective on the rural areas has also changed from the original industrial civilization to the ecological civilization, thus becoming more aware of the irreplaceable value of the rural ecological environment. Adhering to the philosophical idea of "unity of heaven and man" in Chinese traditional culture, the countryside, characterized by nature, self-sufficiency, self-support, and self-happiness, is an excellent place for health care, nourishment, and elderly care.

Excellent ecological environment is a precious resource for agricultural recreation and health and wellness industry, and the concept of ecological civilization guides the development of the rural "recreation+ health and wellness" model. Based on this, the integrated development of agricultural recreation and health and wellness industry needs to grasp three key points. (i) The protection of rural ecological environment resources. Such as coastal, riverside, lakeside, woodland, valley, wetland, flower sea, plantation,etc., to ensure that their recreation and ecological health values can be played continuously without causing damage to them. (ii) Comprehensive and three-dimensional development of rural ecological resources. Making full use of recreation and health resources, carry out a planned and reasonable layout, optimize resource allocation, and provide related infrastructure facilities when necessary. (iii) Proper transformation of ecological environment resources. For example, natural resources with recreation and health functions can be transformed into human resources that spread the idea of "unity of heaven and man" and promote the concept of self-cultivation; it can also be transformed into recreation and health education resources, and carry out practical activities such as science popularization, training, and research trips with the theme of health care and nourishment.

3.4 Integration of life contentFrom the perspective of values, both agricultural recreation and health and wellness industries take life as their core, while respecting and awing nature. This value recognition is also an important foundation for their integrated development. The essence of their integrated development is how to infiltrate this core value of life into the industry and be perceived by the public.

In recent years, the global aging problem is deteriorating, and sub-health conditions have continued to spread among young and middle-aged people. According to the World Bank’s survey data on chronic diseases in China, the number of chronic diseases among people over 40 years old will increase by three times in the next 20 years. Coupled with the global impact of the COVID-19, people are more deeply aware of the preciousness of life and health, and the self health care awareness has greatly increased. The consumer behavior of all age groups for health care products and services has become characteristics of China’s health and wellness market. Different from the key health and wellness needs of the elderly for the elderly treatment and care, the young and middle-aged groups demand full, comprehensive, and all-element care for their lives, pursuing not only individual physical health, but also mental and spiritual health. Based on this, agricultural recreation integrated with the health and wellness industry should focus on the integration, cultivation and guidance of the values of "cherish life" "cherish health," and "respect nature" in project development, event design, and resource utilization, and actively promote the concept of health preservation, making people believe that the recreation and health goals of relieving stress, strengthening the body, nourishing the mind and nourishing nature can be effectively achieved in the rural areas.

4 Weak integration of agricultural recreation and health and wellness industry in China

Facing the opportunities and challenges in the new economic situation, the vigorous development of agricultural recreation has opened the road of industrial transformation and upgrading that integrates development with the health and wellness industry. However, there are still a series of problems in the development of agricultural recreation. The health and wellness industry is still a new thing in China, and its development is still in the exploratory stage. In the process of the integration of the two major industries, due to differences in regional culture and environment, lack of theoretical understanding, inadequate implementation, and weak standardization, there are still certain shortcomings in the in-depth integration of agricultural recreation and health and wellness industry, which are manifested in the following aspects.

4.1 Weak and backward infrastructureThe superior natural environment is an advantageous resource for the agricultural recreation and health and wellness industry. However, the weak and backward supporting infrastructure has greatly reduced its advantages. The lag in infrastructure will not only affect the transformation of superior recreation and health and wellness resources into product advantages, but also hinder their transformation into economic advantages. On the one hand, the lag in infrastructure is manifested in the insufficient supply of necessary basic resources such as water, electricity, gas, and the Internet. Even if the natural environment is good, it is difficult to retain users for a long time in such recreation and health and wellness area; on the other hand, the lag in infrastructure construction is also reflected in unsmooth traffic. Being far away from the downtown is a common feature of most agricultural recreation and health and wellness industries. From the perspective of being away from the hustle and bustle of the city and seeking spiritual tranquility and peace, this coincides with the demands of urban people for recreation, and health and wellness. Nevertheless, far away from the downtown does not mean inconvenient traffic, and people still will consider the time cost and economic cost for travel. In those areas where the highway network is underdeveloped, the highway tolls are expensive, the flights are few and expensive, and the train tickets are difficult to buy, the internal transportation system is also lagging behind, and the entire transportation infrastructure system is imperfect, these cause great difficulty for users in travel and recreation, and objectively create obstacles to the development of the local recreation, and health and wellness industry.

4.2 Insufficient effective supplyModern people’s demand for "leisure" is mainly aimed at relieving work pressure and improving the quality of life. "Health and wellness", which combines the three dimensions of life length, life thickness, and life freedom, is a more inclusive concept. The health and wellness industry covers a wide range, and the corresponding health and wellness behaviors are much richer, and are sustainable and systematic. The old concept that the population of health and wellness services are concentrated in the elderly and sub-healthy groups has changed. The fact is that people of all ages, from pregnancy to adolescents to middle-aged and elderly people, have different levels and types of health and wellness needs. From healthy, to sub-healthy, to patients and even groups in need of hospice care, all groups in society can be included into the scope of health and wellness. Under such huge market needs of "recreation+health and wellness", the effective supply available for realizing such needs is greatly insufficient. From the perspective of integrated development of agricultural recreation and health and wellness industry, facing a large and segmented user market, products, projects, and services that can specifically meet the individual and diverse needs of different users for recreation, wellness, health care, and elderly care are the main points of industrial development that needs urgent attention and development.

4.3 Simple cultural connotationCompared with the single type and serious homogeneity of recreational products and projects, after the development of agricultural recreation to a certain stage and the beginning of integration with the health and wellness industry, the main problem of the current recreation and health products and projects in China is insufficient connotation and lack of the cultural heritage supported by the core of the tertiary industry. Take agricultural recreation as an example, it should be composed of recreation and agriculture, but the fact is that it relies on agriculture but neglects the development of recreation function, and agricultural sightseeing and agricultural product picking projects have become the main force of agricultural recreation[4]. From the perspective of users, the rural areas far from the city has a unique cultural charm. The agricultural production, farm life, rural ecology, and farming culture in the rural areas also contain modern people’s respect and awe of nature, life, ecology, and health, and the desire and pursuit of harmonious coexistence between man and the environment, and between man and nature. In fact, the excavation of the excellent traditional cultural connotation and heritage of the rural areas can bring added value to the agricultural recreation and health and wellness industry[5]. Despite the development of agricultural recreation and health and wellness industry to the present, there is still a lack of excavation of related traditional culture. From souvenirs to local specialties, activities and projects, it can be seen that many existing recreation and health products reflect the awareness of borrowing culture. How-ever, the results of product development, design and implementation are not satisfactory. The cultural integration and cultural expression of most products and projects are still at a simple level. The cultural connotation of products is insufficient, and its appeal to users is limited, which weakens the possibility of sustainable development.

4.4 Shortage professional talentsCompared with the demand for talents in the integrated development of the agricultural recreation and health and wellness industry, there is currently a shortage of professional talents in both the medical and tourism fields. To meet the needs of users for health and wellness, professional health care and medical personnel and even teams are indispensable. However, at present, the total number of health care medical personnel is insufficient, academic leaders are scarce, high-end talents are scarce, and mid-to-high-end talents are insufficient, which are problems to be urgently solved for the development of agricultural recreation and health and wellness industry. Although the supply of personnel in the tourism field is sufficient, there are also common problems such as low quality of practitioners and low service quality, and there is still a shortage of high-level and compound tourism operation, management, and service personnel. At present, most of the agricultural recreation and health and wellness industry are located in rural areas. From the perspective of accessibility and policy, most of the practitioners are local farmers. They are familiar with the local situation, but they have low cultural quality and lack of service experience, and most practitioners have not even undergone formal pre-job training, thus it is difficult for them to provide professional services to users in the practice of service and management. In addition, from the perspective of industrial management, since the current agricultural recreation and health and wellness industry is mostly small-scale spontaneous, its management personnel lack professional quality and ability, and many problems will also arise in the pre-industry planning, management, and operation.

4.5 Incomplete industry chainThe domestic actual situation of integrated development of agricultural recreation and health and wellness industry indicates that the industrial market has the problem of inadequate industrial structure and incomplete industry chain. As an industry, the agricultural recreation and health and wellness industry will naturally promote the development of upstream, downstream and surrounding areas at the same time of promoting the development of related industries such as recreation and entertainment, food therapy, nursing and elderly care, and medical rehabilitation. Some of the agricultural recreation and health and wellness industry projects under construction have huge investment, large-scale area, and complete facilities, but they have no core products or industries to support, and they have not formed a complete industry chain. They simply rely on recreation and entertainment, holiday health projects in the traditional sense, or unplanned development of entertainment, catering, accommodation, shopping, vacations, commerce and other services are difficult to operate for a long time, so there will be no strong vitality to achieve sustainable and value-added development. Throughout the agricultural recreation and health and wellness industry chain, the entire market is mainly concentrated in the middle-stream industries such as agricultural recreation, health and health-related products, and catering, while the upstream and downstream markets of the industry chain have not yet formed a scale and system, and the degree of resource integration and utilization is low. As a result, the incomplete development of the chain directly affects the development and growth of the entire industry.

5 Path for deep integration of agricultural recreation and health and wellness industry in China

The global COVID-19 epidemic has caused severe damage to many industries, including tourism and catering. Some recreational farms that mainly focus on tourism and agricultural product picking experience have also suspended operations and encountered a downturn period. However, the COVID-19 has also made more people aware of the importance of life and health. The consumption demand of "recreation+health and wellness" will become a new consumption growth point after the epidemic is over. For agriculture recreation operators, this period of rest is both a challenge and an opportunity. They should actively plan the ways and methods for the integrated development of agricultural recreation and health and wellness industry to promote the industrial transformation and upgrading of agricultural recreation, so as to form a new business form and promote the development of rural economy and realize the rural revitalization strategy. Considering natural resources, cultural resources, infrastructure and other factors, combined with the development and management of agricultural recreation and health and wellness industry in various countries and regions around the world, to promote the deep integration of agricultural recreation and health and wellness industry, it is recommended to make breakthrough from the following aspects.

5.1 Improving the basic supporting infrastructure for agricultural recreation and health and wellness industryThe level of infrastructure construction directly affects the level of rural economic development. Transportation, water, electricity, gas, heating, and the network constitute the basic conditions for the development of the rural recreation and health and wellness industry. Well-established transportation not only provides convenience for the life and production of local operators, and the transportation of products, but also facilitates the travel of numerous consumers. For tourists who come with the pursuit of "recreation" and "health and wellness", the complete infrastructure in rural areas can greatly increase the stay time and revisit rate of tourists in the area, while those areas that can make tourists comfortable and willing to come to spend again are high-quality recreational resorts, which can efficiently meet the needs of tourists for relaxation, rest, and health and wellness. This is a virtuous cycle. Besides, the heating, power supply, and water supply systems in rural areas can also protect the local natural environment and realize the sustainable development of the industry from a long-term perspective. The supporting network system is to meet the living habits of modern people. Recreation and health and wellness do not mean complete separation from modern life. Rehabilitation does not mean isolation from the world. Without Internet, it is difficult to retain tourists, and the effect of local and external promotion and publicity will be greatly reduced, and it will lose a lot of dividends based on the realization of online traffic formed by the Internet. In this situation, the development of rural recreation and health and wellness industry should firstly make proper plan of infrastructure, which needs support and participation of local government. The government should provide capital investment for the development of the recreation and health and wellness industry, implement tax and fee reductions for the construction of transportation, water, electricity, gas, and networks, implement relevant supporting policies and provide guidance. At the same time, the government should supervise the use and regular maintenance of infrastructure to create basic conditions for the integrated development of agricultural recreation and health and wellness industry.

5.2 Developing characteristic products and experience activities for recreation and health and wellnessThe upgrading of the rural "recreation+health and wellness" industrial model should consider consumer demand for products and services. According to the special recreation and health needs of different groups of people, it can be combined with the four dimensions "production, living, ecology, and life", to develop characteristic products and experience activities from "eating, housing, transportation, entertainment, and shopping". For example, in terms of eating, natural and healthy ingredients, health foods and packages that embody the concept of health and wellness can all become the key development and packaging objects; in terms of housing, the natural atmosphere should be emphasized to create a healthy living place in which man and nature live in harmony; in terms of transportation, it is necessary to consider the setting of walking facilities and routes in the rural areas, combined with natural resource conditions such as forest vegetation, flowers and gardens, hot springs and lakes, to create healthy and health-preserving walkway; in terms of recreation, for children, adolescents, middle-aged, and elderly consumers, differentiated development of recreation and wellness experience activities of different exercise levels can be carried out, and the introduction of health and wellness content can be integrated into the experience activities, to spread the concept of health and wellness during the enjoyable experience of consumers; in terms of shopping, it starts with the sale of natural agricultural products and health-related derivatives. On the one hand, it takes advantage of this to promote the concept of ecological agriculture to consumers, and at the same time, it conveys the healthy lifestyle and attitude to consumers through the introduction of product efficacy and usage methods. On this basis, it is also feasible to develop related special recreation and health products and experience activities according to different seasons, traditional festivals and local cultural activities. For example, in the health preserving experience activities on days like the Summer Solstice and Grain Rain, apart from participating related recreation activities, consumers can also taste seasonal fruits and vegetables and experience the well-developed health preserving package. On the Dragon Boat Festival, it is feasible to develop and design products and experience activities from "eating, housing, transportation, entertainment, and shopping" combined with traditional festival customs such as Dragon Boat Race, Flying a Kite, and Hanging Ay Tsao,etc. Only through abandoning stereotyped products and projects, can we realize sustainable development. It is necessary to use the unique agricultural, natural and cultural resources of the rural area as a platform, integrate the concept of health and wellness, and combine new things such as "big data", "Internet+", and "culture+" to develop new products and experience activities, and realize the integrated development of multiple businesses under the new model of "recreation+health and wellness".

5.3 Building a cultural brand of recreation, health and wellnessWith the improvement of people’s consumption level, when choosing products and services for consumption, people will not only pay attention to the use of functions, but also take the brand and cultural added value as the measurement standard. Under the fierce market competition, products with cultural connotations and brand added value tend to have stronger competitiveness and are more likely to be favored by consumers. Agricultural recreation itself is based on rural areas with distinctive natural and cultural resources. The construction of recreation and health and wellness projects with local characteristics can not only highlight rural culture, display rural products, reflect rural life, and enrich rural image, but also can promote the deep integration of rural economy, culture, technology, ecology,etc., and extend the industrial chain. Therefore, a key to the development of agricultural recreation and health and wellness industry is to explore local characteristic culture, deeply integrate agriculture and cultural creativity, and combine the theme of health preservation to build a recreation and health and wellness culture brand with local characteristics. (i) It is recommended to explore characteristic culture, take advantage of local natural and cultural resources, take local characteristic agricultural and sideline products as the carrier, and combine the theme elements of "production, living, ecology, and life" common to agriculture and health and wellness industries for in-depth processing to maximize the combination of characteristic cultural creativity with agricultural products and related activities in each production link, relying on physical products to express cultural connotation. At the same time, according to the form and function of creative and innovative products of cultural elements, it is able to derive a variety of agricultural and sideline products and services, and develop new format of business, expand the depth and breadth of the integration of agricultural recreation and health and wellness industry. (ii) It is recommended to integrate brand awareness into the design of brand image visual system, and promote regional image shaping and publicity through visual expression, and enhance the commercial value of recreation and health and wellness cultural brands. Based on the positioning of the image design, it is also necessary to learn to tell stories, combining local agricultural products and agricultural cultural activities for storytelling. (iii) The continuous update and progress of information technology and computer technology in the Internet era provide strong support for brand promotion. It is necessary to make a digital process of the brand image, add sound effects and images, integrate multiple sensory manifestations, and combine big data analysis methods through different medium channels and platforms for marketing promotion.

5.4 Cultivating and introducing professional management and service talents(i) The deep integration of agricultural recreation and health and wellness industry needs professional management and service talents. It is necessary to cultivate talents locally, but also to introduce talents from other places. The low education level of practitioners restricts the development of agricultural recreation. The local government should actively promote the training of local practitioners. Whether the attitude and service quality of the practitioners meet the requirements and expectations of tourists directly affects the development of the agricultural recreation and health and wellness industry, and is an important basis for reputation evaluation in the region. In the Internet era of open information, a good reputation can bring extremely high benefits, so it is necessary to put the promotion of service awareness and skills of practitioners in the first place. (ii) It is necessary to provide management and business training courses for practitioners who do not have professional management skills and business awareness. On this basis, it is also necessary to focus on training the ecological, life and other health-preserving knowledge involved in agriculture under the "recreation+health and wellness" model, and integrate it into agricultural production and life. During the rest period affected by COVID-19, practitioners can be trained on large-scale special courses through online courses, and local villagers with a certain education level or special skills can be selected for key training, and outstanding students can be selected to go out to study, encourage practitioners to obtain a nationally certified health nutritionist qualification certificate to serve the future development of rural areas. (iii) It is necessary to vigorously attract foreign health care experts and excellent management, service, and technical talents. Considering that the requirements of their working environment or production conditions cannot be fully met in the short term, the use of talents from other places can be more flexible, except for full-time, part-time work methods are also allowed, and online guidance and work can also be carried out through technical means such as new media. (iv) It is necessary to provide training for practitioners in product development, new media operations, and marketing and promotion related capabilities. For the development of emerging industries in the new era, it is required to make good use of Internet resources, arm minds with the new thinking of "Internet+agricultural recreation+health preservation", to guide practice and develop new business.

5.5 Planning a systematic layout for agricultural recreation and health and wellness industryA complete industrial chain system can effectively improve the development level of the industry. The development from agricultural recreation to integrated agricultural recreation and health and wellness industry needs to solve the current situation of the scattered distribution of agricultural products and natural resources. In fact, the "recreation+health and wellness" model is not just the integration of agricultural recreation and health and wellness industry, but naturally gathers multiple related industries such as recreation, tourism, health care, culture, experience, entertainment,etc., to build a large, highly dense and integrated modern industrial cluster, and cultivate an industrial scale of trillions or more. Therefore, on the basis of the current development level, it is required to adhere to the concept of "whole industry chain" and accelerate the integration of related industries. This requires planning a systematic recreation and health and wellness industry layout and optimizing the industrial structure. The rural "recreation+health and wellness" industry development model should take recreation, health, and health care as the fundamental starting point, take natural resources and agriculture as the carrier, and find ways to combine and reorganize with various industries on this basis, and in the integration and utilization of resources, create diversified products and new business forms, thereby realizing the upgrading of industrial structure and industrial chain, and enhancing the value of the industry. In this situation, it is particularly important to create an effective and sound industrial chain link mechanism, organizational form, and operation system, which requires joint efforts of the local government and various parties to clarify the rights and obligations through the introduction of policies and signing agreements, so as to create a good environment for subsequent sustainable development and joint value increase.

Industrial integration is an important way to upgrade and rebuild the industrial system under the trend of continuous economic model innovation. Agricultural recreation and health and wellness industries, which focus on tourism, are two industries that play a key role in people’s lives and the overall economic development in the future development. As an organic integration of both industries, the health and wellness and recreation can revitalize rural economy, and also is helpful for popularizing healthy lifestyle, optimizing health services, and transforming the traditional high-cost medical care model that focuses on treatment and neglects prevention.