句容市乡村旅游资源整合模式研究

发布时间：2018-06-03 13:17

本文选题：乡村旅游 + 发展模式　；参考：《南京农业大学》2014年硕士论文

【摘要】：当今,随着生活水平提高和健康生活越来越受到重视,乡村旅游作为于健康、休闲、生态为一体的旅游产业,受到越来越多人青睐,使得乡村旅游发展迅速,从单一形式逐步发展到多元化、多模式整合乡村旅游模式,成为旅游产业发展新的增长极。本文以句容乡村旅游为依据,在总结乡村旅游发展的历程和各种模式的基础上,探讨句容市乡村旅游市场前景,通过比较句容的旅游资源禀赋,包括自然资源和人文资源等等分析出句容发展乡村旅游的影响因子,通过对旅游目的地的供给和游客市场的需求分析,得出发展乡村旅游要更多的引进体验式、互动式、休闲式等时代潮流的因子。在分析的基础上,本文通过SWOT分析模式就句容乡村旅游优势、劣势、机遇和挑战进行了系统的分析,并指出了句容乡村旅游存在的问题和原因,在此基础上,对句容乡村旅游未来的发展战略提供了整体的思路、目标定位和理念。从而提出了句容乡村旅游市场的定位、品牌的打出、以及服务营销模式。在充分分析和发展策略的基础上,提出本文对句容市乡村旅游发展的整体思路,通过资源整合,以及组织模式和开发模式相结合,提出了发展句容乡村旅游的四种模式：突出“特”字,打造宗教民俗文化乡村旅游基地,突出“闲”字,打造句容乡村休闲度假旅游,突出“绿”字,打造乡村绿色生态旅游集基地,突出“农”字,打造乡村农家美食城等模式。在模式探讨中,注重传承文化、乡风民俗和农家休闲结合,体验式农庄、互动式采摘和农业科普结合,休闲度假和现代商务结合,农家产品和农家特色小吃组合。在此基础上,进一步分析了如何通过市场营销促进乡村旅游的发展,提高句容乡村旅游的知名度和吸引力,也为乡村旅游成为句容重要产业提供保障,同时,从政府支持层面分析了,政府在乡村旅游发展中的作用和给予的支持,为乡村旅游自身做强做大做精提供坚强的后盾。总体来说,本文研究的重点是通过把握乡村旅游现阶段发展的整体特征和游客的消费水平,结合句容发展现状,从资源整合理论和动力机制理论等角度来促进句容乡村旅游进一步发展。
[Abstract]:Nowadays, with the improvement of living standards and the increasing attention to healthy living, rural tourism, as a tourism industry integrating health, leisure and ecology, is favored by more and more people, which makes rural tourism develop rapidly. From a single form to a diversified, multi-mode integration of rural tourism model, the tourism industry has become a new growth pole. Based on the development of rural tourism in Jurong, this paper discusses the prospects of rural tourism market in Jurong city, and compares the natural endowment of tourism resources in Jurong city, on the basis of summing up the development process and various models of rural tourism. Including natural resources and human resources and so on, this paper analyzes the factors that influence the development of rural tourism. Through the analysis of the supply of tourism destinations and the demand of tourist markets, it is concluded that the development of rural tourism should be more experiential and interactive. Leisure style and other factors of the trend of the times. On the basis of the analysis, this paper makes a systematic analysis of the advantages, disadvantages, opportunities and challenges of Jurong rural tourism through the SWOT analysis model, and points out the problems and causes of Jurong rural tourism. It provides the whole train of thought, the target orientation and the idea to the future development strategy of Jurong rural tourism. And then put forward the positioning of rural tourism market, brand, as well as service marketing model. On the basis of full analysis and development strategy, this paper puts forward the overall thinking of the development of rural tourism in Jurong, through the integration of resources, as well as the combination of organizational model and development model. This paper puts forward four modes of developing rural tourism: highlighting the character of "special", creating the base of rural tourism of religious folklore culture, stressing the word "leisure", creating the rural leisure and vacation tourism, and highlighting the word "green". Build rural green ecological tourism collection base, highlight the word "agriculture", create rural farmers food city and other models. In the discussion of the mode, we should pay attention to the combination of heritage culture, folk custom and family leisure, experiential farm, interactive picking and agricultural science popularization, leisure vacation and modern business, and combination of farm products and special snacks. On this basis, it further analyzes how to promote the development of rural tourism through marketing, improve the popularity and attractiveness of rural tourism, and provide protection for rural tourism to become an important industry, at the same time, From the level of government support, the role and support of the government in the development of rural tourism provides a strong backing for the development of rural tourism. In general, the focus of this study is to grasp the overall characteristics of rural tourism development at the present stage and the consumption level of tourists, combined with the current situation of the development of Jurong. To promote the further development of Jurong rural tourism from the angle of resources integration theory and dynamic mechanism theory.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

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