瑞安市高楼镇发展乡村旅游的资源分析与营销策略研究

发布时间：2018-10-10 15:50

【摘要】：我国的乡村旅游发展开始于20世纪80年代,与欧美等发达国家相比,我国的乡村旅游业发展时间短。对乡村旅游发展的研究可以因地制宜探索乡村旅游发展道路,对增强乡村经济活力、加快转变乡村生产方式和新时代背景下的新农村建设问题,具有十分重要的指导意义。论文在国内外乡村旅游发展历史与现状进行综述的基础上,采取实地调研、资料查阅等方法,对浙江省瑞安市高楼镇乡村旅游的资源保护与开发进行调查与整理,认为乡村旅游是该镇最重要的支柱产业；该镇旅游资源丰富,有种类繁多的动植物资源、风光绮丽的地理资源、纵横交错的水文资源以及田园诗画一般的滩林资源共同组成了高楼镇独树一帜的自然旅游资源,丰厚的名人文化、悠久的民俗文化、传统的红色文化、独特的侨乡文化、珍贵的历史遗存构成了高楼镇文化底蕴深厚的人文旅游资源,高楼杨梅、宁益金银花、营前早茶等集采摘、品尝、休闲、观光、购物于一身的观光农业已经成为高楼镇乡村旅游业不可或缺的观光农业旅游资源。通过问卷调查、数据整理与分析,对该镇乡村旅游的目标客源进行调查与分析,以明确该镇乡村旅游的市场定位。该镇的旅游客源主要有以下几个特点,一是游客旅游信息主要来源于亲朋好友间的口耳相传；二是出游的主要目的是观光、休闲度假；三是游客主要是以散客为主,也有一部分由单位组织,但由旅行社组织的很少；四是游客停留时间不长,消费水平较低,但重游率较高。因此其市场定位为以中间阶层的大众旅游者为基础；以中上阶层、富裕阶层的休闲度假旅游者为核心；以消费能力具有较大增长潜力的青年和消费水平较低,但出游频率较高、人口基数较大的学生市场为补充。在上述研究的基础上,分析了目前现有的旅游产品,并针对性提出了该镇旅游产品开发与营销策略,认为必须坚持产品差异化营销、价格分档次营销、促销多样化、营销渠道多样化、增加体验性营销等营销方式。同时,必须落实各项保障措施提高认识,建立健全发展管理机构；保护生态资源,改善生态环境；编制乡村旅游资源开发规划；加强科学管理,制定法律法规,；着力打造富有文化特色的乡村旅游；完善配套设施,提高服务水平；提高经营者和从业人员的素质；加大生态补偿力度；提高经营者网络化程度。只有这样高楼镇的乡村旅游才能走上可持续发展的道路。
[Abstract]:The development of rural tourism in China began in the 1980s. Compared with the developed countries such as Europe and America, the development of rural tourism in China is short. The research on the development of rural tourism can explore the development road of rural tourism according to local conditions, which is of great significance to strengthen the vitality of rural economy and accelerate the transformation of rural production mode and the construction of new countryside under the background of the new era. On the basis of summarizing the history and present situation of rural tourism development at home and abroad, the paper investigates and arranges the protection and development of rural tourism resources in Gaolu Town, Ruian City, Zhejiang Province by means of field investigation and data reference. It is believed that rural tourism is the most important pillar industry of the town, which is rich in tourism resources, has a wide variety of animal and plant resources, and has beautiful scenery and geographical resources. The interlaced hydrological resources and idyllic general beach and forest resources make up the unique natural tourism resources, rich celebrity culture, long folk culture, traditional red culture and unique overseas Chinese culture in Gaolu Town. Precious historical relics constitute the cultural heritage of Gaolou Town with profound cultural resources of human tourism. High-rise bayberry, Ningyi honeysuckle, pre-camp morning tea and other collection, taste, leisure, sightseeing, etc. Shopping tourism agriculture has become an indispensable tourism resources in the rural tourism of Gaolu Town. Through questionnaire investigation, data collation and analysis, this paper investigates and analyzes the target tourist source of rural tourism in this town, in order to clarify the market orientation of rural tourism in this town. The tourist source of the town mainly has the following characteristics: first, tourist information mainly comes from the word of mouth between relatives and friends; second, the main purpose of traveling is sightseeing, leisure and vacation; and third, tourists mainly focus on individual tourists. Some of them are organized by units, but very few by travel agencies; fourth, tourists stay for a short time, the level of consumption is low, but the rate of retour is higher. Therefore, its market position is based on the mass tourists of the middle class, the leisure and vacation tourists of the upper middle class and the rich class as the core, the youth and the consumption level with great potential for consumption growth are lower, but the traveling frequency is higher. The student market with a larger population base is complementary. On the basis of the above research, this paper analyzes the existing tourism products, and puts forward the development and marketing strategies of tourism products in this town, and thinks that we must insist on product differentiation marketing, price grade marketing and promotion diversification. Diversification of marketing channels to increase experiential marketing and other marketing methods. At the same time, we must carry out all kinds of safeguard measures to raise awareness, establish and perfect development and management institutions, protect ecological resources, improve ecological environment, draw up rural tourism resources development plans, strengthen scientific management, formulate laws and regulations; Efforts should be made to create rural tourism with cultural characteristics; to improve supporting facilities and improve service level; to improve the quality of operators and practitioners; to increase ecological compensation; to improve the network level of operators. Only in this way can the rural tourism of high-rise towns take the road of sustainable development.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7;F274

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