基于游客满意度调查的北京郊区市民农园发展研究

发布时间：2018-08-07 08:29

【摘要】：随着北京市社会经济的快速发展和城镇居民人均收入的不断提高,消费观念、消费结构正在发生显著变化,市民对体验农耕文化、回归大自然的需求更加强烈。在需求的刺激下,市民农园呈现出快速的增长趋势,涌现出一批规模较大、管理较为规范、市民反应较好的园区。本研究通过文献研究、电话访谈、实地考察、问卷调查等方式,分析了国内外市民农园的发展现状、模式、经验与趋势,摸清了北京市民农园的数量、分布、类型和主要发展模式,通过对社区、超市附近居民的意愿调查,了解市民对市民农园的了解程度和需求意愿；通过对小毛驴农园、三元都市小菜园、意大利农场等15家规模较大的市民农园租户进行现场考察,对北京地区市民农园市场需求的规模和结构,不同细分市场的消费行为、消费特征和满意度进行了深入分析。研究表明,2014年北京市具有一定规模、运营较为成熟的市民农园有105家,全市用于农耕体验的市民农园农用地总规模超过7000亩,年参与人数超过200多万人次。市民农园经营主体有企业、村集体、学校、合作社、国有农场、个人等；提供的服务主要包括农耕体验、安全食品供应、休闲游憩、科普教育等。目前,北京市主要的市民农园经营状况良好,社会认知度不断提高,市民的参与意愿强烈,带动当地农民增收作用明显,涌现出了一批如小毛驴市民农园、三元“都市小菜园”、意大利农场、蟹岛农耕体验园等在全国都具有知名度的市民农园。北京市民农园的发展还存在着缺乏规范引导、经营内容相对单一、技术支撑不足、服务质量有待提升等问题。进一步加快北京市民农园的发展,需加强行业规范,完善配套娱乐设施、丰富经营内容、强化技术支撑,提升服务质量等。
[Abstract]:With the rapid development of Beijing's social economy and the continuous improvement of urban residents' per capita income, the consumption concept and consumption structure are changing significantly, and the people's demand for experiencing farming culture and returning to nature is more intense. Under the stimulation of the demand, the citizen farm garden presents the fast growth trend, emerges a batch of large scale, the management is more standard, the citizen response is better. By means of literature research, telephone interview, field investigation, questionnaire investigation and so on, this study analyzes the current situation, mode, experience and trend of the development of the Chinese and foreign citizens' agricultural gardens, and finds out the quantity and distribution of the Beijing citizen's agricultural gardens. Types and main development models, through a survey of the wishes of residents near the community and supermarket, to understand the public's understanding of the farmers' garden and their desire to demand it; through the investigation of the small donkey farm garden, the Sancheng small vegetable garden, In this paper, the scale and structure of the market demand, the consumption behavior, the consumption characteristics and the satisfaction degree of the public farm garden market in Beijing are analyzed. The research shows that Beijing has a certain scale in 2014, and there are 105 citizen farms with mature operation. The total scale of the land used for the farming experience in Beijing is more than 7000 mu, and the annual number of participants is more than 2 million. There are enterprises, village collectives, schools, cooperatives, state-owned farms, individuals and so on, and the services provided mainly include farming experience, safe food supply, leisure and recreation, popular science education and so on. At present, the main urban farmers in Beijing are in a good state of operation, their social awareness is constantly improving, and the people's willingness to participate is strong. This has led to a significant increase in the income of local farmers, resulting in the emergence of a number of farmers' gardens, such as small donkeys. Ternary "urban vegetable garden", Italian farm, crab island farming experience garden and so on in the country has the well-known citizen farm garden. There are still some problems in the development of Beijing citizen farm garden, such as lack of standard guidance, relatively single management content, insufficient technical support, and service quality to be improved. To further speed up the development of Beijing citizen farm garden, it is necessary to strengthen the industry standard, perfect the supporting entertainment facilities, enrich the management content, strengthen the technical support, and improve the service quality, etc.
【学位授予单位】：北京农学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F327

【参考文献】