产业链延伸视阈下我国乡村旅游市场营销模式建构研究——以四川省为例

发布时间：2018-01-04 00:09

本文关键词：产业链延伸视阈下我国乡村旅游市场营销模式建构研究——以四川省为例　出处：《中国农业资源与区划》2017年07期 　论文类型：期刊论文

【摘要】：[目的]以产业链延伸为视阈,开展乡村旅游营销模式研究是一种新的探索和尝试,将为乡村旅游未来发展提供一种新的方法和思路。[方法]文章通过调查分析法,针对四川地区影响乡村旅游景点吸引力的出游动机、出游时间、客户群体、交通条件、消费水平和结构、旅游项目、农林资源、综合服务、外部环境、基础设施、当地经济状况、乡村旅游综合性价比、乡村旅游目的地区位条件等指标进行统计分析,以考量产业链延伸视阈下的乡村旅游营销模式是否适应市场的需求,由此解决我国乡村旅游市场营销实际中出现的经营模式与当地实际(如地理区位、农业资源等)的不匹配问题。[结果]通过实地调查和数据分析,影响因素乡村旅游景区吸引力的因素主要以农林自然资源、综合服务能力、交通条件等方面为主。[结论]四川省产业链延伸视阈下的营销模式重点应从产业角度,构建三产协调发展的产业生态系统。
[Abstract]:[Objective] to extend the industrial chain to carry out research on the marketing mode of rural tourism is a new exploration and trial, it will provide a new method and idea. Through the investigation and analysis method for the future development of rural tourism, rural tourism attractions in Sichuan area of attraction of travel motivation, travel time. Customer groups, traffic conditions, the level and structure of consumption, tourism, agriculture and forestry resources, comprehensive services, external environment, infrastructure, local economic conditions, the comprehensive cost of rural tourism, rural tourism destination location conditions and other indicators of statistical analysis, whether the marketing mode of rural tourism from the perspective of adapt to the needs of the market to consider the extension of industrial chain thus, to solve the business model and the local actual marketing practice of China's rural tourism in the market (such as geographical location, agricultural resources etc.) does not match the results through real problem. Investigation and data analysis, influence factors of rural tourism attractions mainly agricultural natural resources, comprehensive service ability, traffic conditions etc. From the perspective of conclusion] marketing model should focus on the angle of industry in Sichuan province to extend the industrial chain, to build industry ecosystem three coordinated development.

【作者单位】：四川旅游学院;
【基金】：四川省教育厅重点项目“四川省各市州旅游产业竞争力比较研究”(16SA0104) 四川省农业厅横向项目“四川省农业生态环境问题研究”(18-6372)
【分类号】：F327;F592.7
【正文快照】： 0引言我国乡村旅游营销通过合理利用国家政策得到了迅速的发展极大的促进了农村的脱贫,并整合了多个产业资源形成一个整体发展的产业链。乡村旅游的营销模式构建是近年来国内外学者长期关注的旅游核心问题之一。在乡村旅游营销模式的研究中,很多学者从不同角度对不同省份乡村

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