瑞安市湖岭镇乡村旅游发展研究

发布时间：2018-01-20 03:59

本文关键词： 湖岭镇乡村旅游旅游资源可持续发展 SWOT　出处：《广西师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,我国旅游业蓬勃发展,特别是在小城镇化急速发展的江浙一带,“短途”、“短时”的乡村休闲游深受诸多城镇居民的欢迎。日益发达乡村旅游给乡村居民带来经济效益的同时,推动乡村的可持续发展。温州市地处浙南沿海地带,民营经济发达,城镇居民可支配收入高,快节奏生活条件下,渴望短途旅游,特别是在城镇化急聚化背景下,渴望回归乡村自然,放松身心。湖岭镇位于瑞安市西部山区,凭借其自身得天独厚的自然旅游资源和区位优势,以及独特的风土人情,吸引着广大游客。今年来,湖岭镇以旅游强镇为战略,大力推进乡村旅游产品建设,在短时间内有了较好的发展。本文结合湖岭镇目前乡村旅游发展的现状,通过运用SWWOT分析法分析当前湖岭镇乡村旅游发展的优势、劣势、机遇和挑战。同时,开展问卷调查,通过对旅游市场的调查,进一步掌握了解游客结构和行为,为准确市场定位打下基础。根据分析出存在的问题,最后对湖岭镇的乡村旅游提出建议和对策。本文中,通过SWOT分析,湖岭镇在区位交通、生态资源、人文资源、客源等方面优势明显,但也存在开发单一,特色挖掘不够;缺乏政府指导,规划不合理:旅游基础设施有待提高;管理低下,从业者素质不高;宣传不够,营销缺乏等劣势和问题。存在着发展前景广阔、居民消费需求旺盛等机遇,也存在周边同类乡村旅游和环境污染问题等挑战。通过问卷调查,结合湖岭实际情况,在找准定位的基础上,推进湖岭镇乡村旅游发展要加大政府政策扶持和资金投入,通过政策和资金的优惠举措推进旅游产业发展;要着眼长远,合理科学设计规划,突出湖岭镇本地的区域特色,提升竞争力;要进一步规范市场管理,提升从业人员素质,从而提升整体服务质量;要注重发掘本地文化内涵,以核心品牌项目引领,深入打造体验式乡村旅游新路子;要统筹发展,坚持发展旅游和保护生态资源相协调,走可持续发展战略道路;要加大宣传力度,提高经营者网络化程度,提升品牌推广的力度。希望对湖岭镇乡村旅游的发展能有所借鉴作用。
[Abstract]:In recent years, China's tourism industry is booming, especially in the rapid development of small urbanization in Jiangsu and Zhejiang, "short distance". "Short-time" rural leisure tourism is popular with many urban residents. Increasingly developed rural tourism brings economic benefits to rural residents, while promoting the sustainable development of rural areas. Wenzhou City is located in the coastal area of southern Zhejiang Province. Private economy developed, urban residents have a high disposable income, fast-paced living conditions, longing for short-distance tourism, especially in the context of urbanization, eager to return to rural nature. Relax body and mind. Huling Town is located in the western mountainous area of Ruian City. It has attracted tourists this year by virtue of its unique natural tourism resources and location advantages as well as unique local customs. Huling town to tourism strong town as a strategy, vigorously promote the construction of rural tourism products, in a short period of time has a better development. This paper analyzes the advantages, disadvantages, opportunities and challenges of the development of rural tourism in Huling Town by using the SWWOT analysis method. At the same time, the author carries out a questionnaire survey and makes a survey on the tourism market. Further grasp and understand the structure and behavior of tourists to lay a foundation for accurate market positioning. According to the analysis of the existing problems, and finally put forward suggestions and countermeasures to the rural tourism of Huling Town. In this paper, through SWOT analysis. Huling Town has obvious advantages in regional transportation, ecological resources, human resources, tourist resources and so on, but it also has a single development, which is not enough to excavate its characteristics. Lack of government guidance, unreasonable planning: tourism infrastructure needs to be improved; Low management and low quality of practitioners; Insufficient publicity, lack of marketing and other weaknesses and problems. There are broad prospects for development, strong consumer demand and other opportunities, but also the surrounding similar rural tourism and environmental pollution challenges. According to the actual situation of Huling, on the basis of locating correctly, it is necessary to increase government policy support and capital input to promote the development of rural tourism in Huling town, and to promote the development of tourism industry through preferential measures of policies and funds. We should focus on the long-term, rational and scientific design planning, highlight the local characteristics of the town of Huling, enhance competitiveness; To further standardize market management, improve the quality of employees, thereby improving the overall quality of service; We should pay attention to excavating the connotation of local culture, lead by the core brand project, and create a new way of rural tourism experience. We should coordinate the development of tourism and the protection of ecological resources and follow the strategic road of sustainable development; It is necessary to strengthen propaganda, improve the network level of operators, and promote brand promotion. It is hoped that it can be used as a reference for the development of rural tourism in Huling Town.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7;F327

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