平湖观光农业旅客市场分析及开发策略研究

发布时间：2019-05-31 18:27

【摘要】：观光农业是依托农业,与现代化旅游业结合而产生的新型旅游形式。观光农业具有生产、生活、生态、旅游服务等多种功能。目前,观光农业己成为平湖市旅游业发展的重要一部分。以观光农业开发为契机,可以促进平湖市旅游业、农业的进一步发展。本文在已有研究成果的基础上,以平湖市观光农业旅客市场为研究对象,对其进行了问卷调查,并积极探讨了平湖观光农业发展优势和现状,找准平湖市观光农业旅客市场的定位,并结合实际,提出平湖旅客市场开发策略。本研究立足于基层的第一手实证材料,其研究结果对平湖市观光农业的发展具有现实意义,进一步完善了平湖观光农业的研究内容,为平湖计划开发观光农业的决策者们提供了理论依据。研究发现： (1)平湖观光农业旅客主要来自于嘉兴五县两区内,周边的中心城市也是其主要的旅客市场。游客认为开发观光农业很有必要,也喜欢观光农业这一旅游形式,但对观光农业旅游这个产品缺乏了解。 (2)平湖观光农业的旅客市场可以细分为观光游览型市场、修学旅游市场,公务旅游市场、城市白领旅游市场、家庭旅游市场、“夕阳红”旅游市场,旅行社旅游市场等七个市场。平湖观光农业旅客市场定位为三个市场,主体市场为嘉兴五县两区的居民,潜力市场是长三角地区(不包括嘉兴市)市场,机会市场是我国其它地区和国外市场。 (3)建议开发平湖观光农业旅客市场可以从五个方面着手：要塑造旅游形象,提升农业观光游览品位；优化旅游产品结构,提高产品质量；树立绿色理念,建立科学营销；强化区域合作,发挥旅行社作用；开展个性营销,拉动两端市场。
[Abstract]:Sightseeing agriculture is a new form of tourism which relies on agriculture and combines with modern tourism. Sightseeing agriculture has many functions, such as production, life, ecology, tourism service and so on. At present, sightseeing agriculture has become an important part of Pinghu tourism development. Taking the development of sightseeing agriculture as an opportunity, it can promote the further development of tourism and agriculture in Pinghu City. On the basis of the existing research results, this paper takes Pinghu sightseeing agricultural tourist market as the research object, carries on the questionnaire survey to it, and actively probes into the advantages and present situation of Pinghu sightseeing agriculture development. To find out the orientation of Pinghu sightseeing agricultural tourist market, and combined with the actual situation, put forward the development strategy of Pinghu tourist market. This study is based on the firsthand empirical materials at the grass-roots level, the results of which are of practical significance to the development of tourism agriculture in Pinghu City, and further improve the research content of Pinghu sightseeing agriculture. It provides a theoretical basis for the policymakers who plan to develop sightseeing agriculture in Pinghu. It is found that: (1) Pinghu sightseeing agricultural tourists mainly come from Jiaxing five counties and two districts, and the surrounding central city is also its main passenger market. Tourists think it is necessary to develop sightseeing agriculture, but they also like tourism agriculture, but lack of understanding of sightseeing agriculture tourism products. (2) the tourist market of Pinghu sightseeing agriculture can be divided into sightseeing and tourism market, study tourism market, official tourism market, urban white-collar tourism market, family tourism market, "sunset red" tourism market. Travel agency tourism market and other seven markets. Pinghu sightseeing agricultural tourist market is positioned as three markets, the main market is the residents of Jiaxing five counties and two districts, the potential market is the Yangtze River Delta region (excluding Jiaxing City) market, and the opportunity market is other parts of China and foreign markets. (3) it is suggested that the development of Pinghu sightseeing agricultural tourist market can be carried out from five aspects: to shape the tourism image and improve the grade of agricultural sightseeing, to optimize the structure of tourism products and improve the quality of products, to establish the green concept and to establish scientific marketing. Strengthen regional cooperation, give full play to the role of travel agencies, carry out personality marketing, pull both ends of the market.
【学位授予单位】：浙江农林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7;F327

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