湖北麻城杏花村旅游资源开发策划

发布时间：2018-09-18 13:32

【摘要】：近年来,乡村旅游越来越深受广大消费者的欢迎。这种新的旅游业态对于传承历史文化、刺激消费需求、加快农民增收、优化产业结构、推进城乡发展等方面都发挥着积极的作用。本文以湖北麻城杏花村为研究对象,运用SWOT法全面深入分析杏花村旅游资源开发现状,有针对性提出杏花村旅游开发的基本构想和解决方案。本文通过文献资料查阅分析、实地走访调查研究、定性定量分析评价等方式,对杏花村旅游资源开发情况进行研究,从当地杏花村资源条件入手,参考杏花村旅游开发相关资料,查阅国家、省市现阶段对促进乡村旅游的政策和措施,探索提出杏花村旅游开发的初步策划方案,为促进当地旅游资源开发的提档升级提供一定参考。研究结果如下：首先,梳理和分析麻城杏花村资源的基本情况。杏花村是2014年公布的第六批“中国历史文化名村”,先后被评为“湖北省旅游名村”、“湖北最美乡村”、国家AAA级景区。该村地处山地丘陵,内有湖泊、果林、绿地,旅游资源十分丰富,具有以下特征：生态良好、山水秀丽、民俗多彩、人文厚重。同时,从开发的程度而言,杏花村属于刚起步开发建设的旅游新区；从旅游资源的分析评价及实地调查看,杏花村山水秀丽、入文荟萃、田园风情,适合打造成乡村观光休闲游为特色的旅游区。其次,以麻城杏花村发展现状为基础,运用SWOT分析法对其旅游资源开发的可行性作出基本判断。发现杏花村旅游的优势有：地理区位优越、交通条件便利、旅游资源丰富；劣势是景观基础薄弱、配套设施不全、品牌营销陈旧、管理方式滞后、市场定位模糊；机会有大众旅游时代的到来、假日旅游的兴起、带薪休假的实施、休闲度假的热潮、方针政策利好；威胁有市场竞争激励、产业升级压力、后续投入乏力等问题。最后,针对杏花村旅游资源实际分别从旅游产品开发、形象营销策划、可持续发展等方面提出杏花村旅游资源开发的策划见解,具体方案为：科学规划,合理布局旅游空间；突出特色,着力开发旅游产品；打响品牌,营销推广旅游形象；绿色开发,保护良好生态环境；和谐发展,积极促进社区参与；政府主导,优化旅游政策环境。
[Abstract]:In recent years, rural tourism is more and more popular with consumers. This new form of tourism plays a positive role in inheriting history and culture, stimulating consumption demand, accelerating farmers' income, optimizing industrial structure, and promoting the development of urban and rural areas. This paper takes Maicheng Xinghua Village in Hubei Province as the research object, analyzes the present situation of Xinghua Village's tourism resources development by using SWOT method, and puts forward the basic conception and solution of Xinghua Village's tourism development. Based on literature review, field investigation, qualitative and quantitative evaluation, this paper studies the development of tourism resources in Xinghua Village, starting with the resource conditions of local Xinghua Village. Referring to the relevant information on the tourism development of Xinghua Village, consulting the policies and measures of the state, provinces and cities to promote rural tourism at the present stage, exploring and putting forward the preliminary planning plan for the tourism development of Xinghua Village, In order to promote the development of local tourism resources file upgrade to provide a certain reference. The results are as follows: first, combing and analyzing the basic situation of maicheng apricot flower village. Xinghua Village is the sixth batch of "famous Village of Chinese History and Culture" announced in 2014. It has been appraised as "famous Village of Tourism in Hubei Province", "the most Beautiful Village in Hubei Province" and "National AAA level Scenic spot". The village is located in the hilly mountains, with lakes, fruit forests, green space, tourism resources are very rich, with the following characteristics: good ecology, beautiful mountains and rivers, colorful folklore, heavy humanities. At the same time, as far as the degree of development is concerned, Xinghua Village is a new tourist district that has just started to develop and build. From the analysis and evaluation of tourism resources and field investigation, it is found that Xinghua Village is beautiful in landscape, gathering in literature, and pastoral style. Suitable for rural tourism and leisure tourism as the characteristics of the tourist area. Secondly, based on the present situation of Maicheng apricot village, the feasibility of tourism resources development is judged by SWOT method. It is found that the advantages of Xinghua Village are: superior geographical location, convenient transportation conditions, rich tourism resources, weak landscape foundation, incomplete supporting facilities, obsolete brand marketing, lagging management mode and vague market positioning. Opportunities include the arrival of the era of mass tourism, the rise of holiday tourism, the implementation of paid vacation, the upsurge of leisure vacation, the favorable policies and guidelines, the threat of market competition, the pressure of industrial upgrading, and the weakness of subsequent investment. Finally, aiming at the actual situation of Xinghua Village's tourism resources, the author puts forward the planning opinions of Xinghua Village's tourism resources from the aspects of tourism product development, image marketing planning, sustainable development and so on. The specific schemes are: scientific planning, rational distribution of tourism space; Highlight characteristics, focus on the development of tourism products; brand, marketing and promotion of tourism image; green development, protect a good ecological environment; harmonious development, actively promote community participation; government led, optimize the tourism policy environment.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592.7

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