嘉兴市农家乐现状分析和发展对策研究

发布时间：2018-11-08 13:42

【摘要】：随着我国社会经济的发展和人民生活水平的提高，以及城市居民回归自然理念的不断深化，农家乐作为一种新型农业旅游形式应运而生，业已成为我国旅游业中的一道亮丽风景。自20世纪90年代初国内农家乐开始经营以来，历经二十年的发展，已经形成较为成熟的经营模式。但是，随着农村经济体制改革不断深入，对农家乐的经营方式相应地提出了更高更广的要求，农家乐的模式也处于不断发展创新之中。本课题以嘉兴市农家乐为研究对象，通过对嘉兴农家乐的经营模式、经济效益以及对当地经济发展的影响等诸多方面的勾勒，分析了嘉兴农家乐发展中存在的制约因素以及遇到的挑战，提出了嘉兴农家乐可持续发展的对策和保障措施。本课题采取理论研究与实例分析相结合的方法，在研究嘉兴农家乐过程中，通过对嘉兴农家乐发展回顾、区位资源、农家乐产品及经营效益分析以及对客源市场、游客特征等进行市场调查分析，揭示嘉兴农家乐的种类比较齐全，，生态文化旅游品牌形象比较凸显，较充分地显示了农家特色；同时嘉兴农家乐资源优势较明显，但是管理条例还不够完备，需要建立政府主导型战略，给出适合农家乐发展的一套政策体系，并加强教育引导，制订促进农家乐发展的倾斜政策。嘉兴本地游客是嘉兴农家乐客源市场的主体，长三角地区游客是嘉兴农家乐主体客源市场的延伸，该地区居民的收入水平、旅游花费和出游频率都比较高，而且这一地区与嘉兴区位相邻，加上长三角旅游一体化发展的大趋势，所以对嘉兴农家乐来说，它们是非常具有潜力的国内旅游市场。因此嘉兴农家乐应加大开拓这部分客源市场的力度，注重品牌营销，加强媒体网络形象宣传和推广，以提升在长三角乃至全国的知名度。嘉兴农家乐游客主要集中在中青年，职业以商务人员、教育、企事业管理人员、学生为主。因此，嘉兴农家乐发展中要注意开发适合中青年市场的旅游产品，继续稳定和扩大该市场份额。并且，可以推出适于老年和青少年旅游市场的产品，挖掘其市场份额。同时，为了迎接市场的挑战，嘉兴农家乐应主动建立竞争优势战略，搞好旅游开发规划，加强旅游产品开发，有目的有秩序地开发旅游新产品，力争在五年内基本成为长江三角洲地区经济发达城市观光、休闲、时尚度假、知识科普、养生旅游的人文后花园基地。
[Abstract]:With the development of our country's social economy and the improvement of people's living standard, and the deepening of urban residents' return to nature, Nongjiayue emerged as a new form of agricultural tourism. It has become a beautiful scenery in the tourism industry of our country. After 20 years' development, Nongjiayue has formed a more mature management model since the beginning of the 90's in the 20 ~ (th) century. However, with the deepening of the reform of rural economic system, the management mode of Nongjiale has put forward higher and broader requirements accordingly, and the mode of Nongjiale is also in the process of continuous development and innovation. This topic takes Jiaxing City Nongjiale as the research object, through to Jiaxing Nongjiale's management pattern, the economic benefit and the influence to the local economic development and so on many aspects outline, This paper analyzes on the restrictive factors and challenges encountered in the development of Jiaxing Agricultural Music, and puts forward the countermeasures and guarantee measures for the sustainable development of Jiaxing Farmers. In the process of studying Jiaxing Nongjiale, this subject adopts the method of combining theoretical research with case analysis, through reviewing the development of Jiaxing Nongjiale, analyzing the location resources, the products of Nongjiale and its management benefit, and analyzing the customer market. Through market investigation and analysis of tourist characteristics, it is revealed that the variety of Jiaxing Nongjiale is quite complete, the brand image of eco-culture tourism is more prominent, and the characteristics of rural family are fully displayed. At the same time, Jiaxing has obvious advantages of Nongjiale resources, but the management regulations are not complete enough, so it is necessary to establish a government-led strategy, to provide a set of policy system suitable for the development of Nongjiale, and to strengthen the guidance of education. To formulate a preferential policy to promote the development of farmers' happiness. Jiaxing local tourists are the main body of Jiaxing Nongjiale tourist market, and the tourists in the Yangtze River Delta are the extension of Jiaxing Nongjiale main tourist market. The residents' income level, travel expenses and traveling frequency are relatively high in this area. Moreover, this area is adjacent to Jiaxing's location and the trend of tourism integration in Yangtze River Delta, so for Jiaxing Nongjiale, they are the domestic tourism market with great potential. Therefore, Jiaxing Nongjiale should increase its efforts to open up this part of the customer market, pay attention to brand marketing, strengthen the media network image publicity and promotion, in order to enhance the popularity of the Yangtze River Delta and even the whole country. Jiaxing Nongjiale tourists mainly concentrated in the young and middle-aged, the occupation to business personnel, education, enterprise management personnel, students. Therefore, in the development of Jiaxing Nongjiale, we should pay attention to the development of tourism products suitable for the young and middle-aged market, and continue to stabilize and expand the market share. Furthermore, products suitable for the elderly and youth tourism market can be introduced to tap their market share. At the same time, in order to meet the challenges of the market, Jiaxing Nongjiale should take the initiative to establish a competitive advantage strategy, do a good job in tourism development planning, strengthen the development of tourism products, and develop new tourism products in an orderly and purposeful manner. Strive to become the Yangtze River Delta economic developed cities within five years of tourism, leisure, fashion vacation, knowledge of science, health tourism humanities garden base.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7;F327

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