基于SWOT分析的临安市农家乐旅游可持续发展研究

发布时间：2018-04-28 03:55

本文选题：SWOT分析 + 可持续发展　；参考：《浙江农林大学》2014年硕士论文

【摘要】：本研究以临安市农家乐旅游为研究对象，分析临安市农家乐发展历程、特点及其成效，通过适度规模的关键信息人访谈和问卷调查，利用SWOT分析方法，分析临安市农家乐发展的内部优势和劣势，外部机遇和威胁，并提出促进临安市农家乐可持续发展的策略。主要研究结论如下：（1）临安市农家乐旅游发展经历了三个阶段：缓慢发展阶段（2003年以前）、快速增长阶段（2003年——2006年）和稳步发展阶段（2006年以后）；其特征：①从发展业态上来说，主要分为餐饮型、景区型、休闲体验型和特色型。②从发展途径上看，主要分为农民自发创办型、政府导向型。具体做法：积极营造良好发展环境、努力寻求规范经营管理、着力树创特色品牌、重点加强生态环境建设。发展成效：增加农村劳动力就业率，带动农民收入增长；促进农村分工分业，一二三产协调发展；促进农村基础设施建设，提升农民综合素质；促进城乡统筹发展，实现工商资本反哺农村。（2）临安市农家乐旅游SWOT分析：①优势：地理位置优越，区位交通便捷；生态环境优良，自然资源丰富；历史底蕴深厚，人文资源荟萃；地方特产丰富，旅游基础坚实；经济发展迅速，市场潜力巨大；扶持力度加大，知名度日益凸显。②劣势：盲目无序开发，缺乏科学合理规划；项目开发雷同，重复消费率低；本土文化挖掘不够，发展缺乏后劲；经营理念落后，人员素质不高；宣传力度不足，整体营销缺乏；管理不够到位，，产业链有待延长。③机会：发展态势良好，宏观环境喜人；居民收入不断增加，休闲度假需求上升；农村建设扎实推进，政策环境日趋良好；工商资本积极投入，市场前景被看好。④威胁：大量资本和资源涌入，同行竞争加剧；针对性政策缺失，行政审批繁琐。（3）促进临安市农家乐旅游可持续发展的对策思路：①创新营销策略，拓展旅游市场：创新销售渠道，健全立体销售网络；多方参与，实行品牌化经营。②整合生态和文化资源，创新发展模式：寻求长效机制，实现多元发展；做足乡土文章，开发特色产品；加强生态建设，强化环保意识；③加大政策扶持力度，提高农家乐组织化水平：理顺政府管理机制，不断加大扶持力度；科学规划统筹，提升农家乐品味；培养人才队伍，提高服务水平。
[Abstract]:This study takes the Ling'an rural family music tourism as the research object, analyzes the development course, the characteristics and the effect of the agricultural family music in Ling'an, through the appropriate scale of the key information interview and the questionnaire survey, using the SWOT analysis method, analyzes the internal advantages and disadvantages, external opportunities and threats of the development of Ling'an farmhouse music, and puts forward the promotion of agricultural family music in Ling'an. The main conclusions are as follows:
(1) the development of agricultural tourism in Ling'an has gone through three stages: the stage of slow development (before 2003), the rapid growth stage (2003 - 2006) and the stage of steady development (after 2006); its characteristics are: from the development format, it is mainly divided into food and beverage, scenic, leisure experience and characteristic. It should be divided into Farmers' spontaneous and government oriented. The specific practice is to create a good environment for development, strive to seek standardized management, focus on creating special brands, and strengthen the construction of the ecological environment. The results are as follows: increasing the employment rate of rural labor, promoting the growth of farmers' income, promoting the division of labor in the rural areas, and coordinating the development of the 123 production. To promote rural infrastructure construction, improve the overall quality of farmers, promote the coordinated development of urban and rural areas, and achieve the return of industrial and commercial capital to the countryside.
(2) SWOT analysis of Ling'an farm music Tourism: advantages: superior geographical location, convenient location, good ecological environment, rich natural resources, profound historical background, rich cultural resources, rich local specialties, solid tourism foundation, rapid economic development, huge market potential, increasing support and increasingly prominent popularity. Potential: blind and unordered development, lack of scientific and rational planning; development of the same project, low rate of repeated consumption; lack of local culture mining, lack of strength of development; backward management concept, low quality of personnel; lack of publicity, lack of overall marketing; inadequate management and extension of industrial chain. 3 opportunities: good development situation, macro ring The people's income is increasing, the demand for leisure and holiday is rising, the rural construction is steadily advancing, the policy environment is getting better, the industrial and commercial capital is actively invested, the market prospect is bullish. The threat of a large number of capital and resources, the competition of the peers is aggravated, the lack of policy and the complicated administrative examination and approval.
(3) the countermeasures to promote the sustainable development of rural tourism in Ling'an are: (1) innovative marketing strategies, expansion of the tourism market, innovative marketing channels, perfect three-dimensional sales network, multi participation, and brand management. Secondly, integrating ecological and cultural resources and innovative development models: seeking long-term mechanism, realizing multiple development, and doing local literature. Chapter, develop the characteristic products, strengthen the ecological construction, strengthen the awareness of environmental protection; strengthen the policy support to improve the level of the organization of peasant family music: straightening out the government management mechanism and increasing the support; scientific planning and planning, improving the taste of farmers' music, training the talent team and raising the level of service.

【学位授予单位】：浙江农林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7;F323.4

【共引文献】