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1、我國鄉(xiāng)村旅游的發(fā)展概況及創(chuàng)新性發(fā)展策略研究安徽農(nóng)業(yè)科學(xué).JournalofAnhuiA.Sci.2011,39(29):18060—18062責(zé)任編輯徐寧責(zé)任校對李巖我國鄉(xiāng)村旅游的發(fā)展概況及創(chuàng)新性發(fā)展策略研究荊,梅紅(吉林農(nóng)業(yè)大學(xué)經(jīng)濟管理學(xué)院,吉林長春130118)摘要從鄉(xiāng)村旅游的發(fā)展概況入手,簡要介紹了鄉(xiāng)村旅游的發(fā)展歷程,發(fā)展規(guī)模,地理分布區(qū)域,開發(fā)形式,并從旅游業(yè)結(jié)構(gòu)調(diào)整,農(nóng)業(yè)結(jié)構(gòu)調(diào)整,經(jīng)濟基礎(chǔ),時間基礎(chǔ),精神需求方面解析了鄉(xiāng)村旅游的發(fā)展動因.分析了鄉(xiāng)村旅游現(xiàn)存的普遍問題.重點在于環(huán)境污染加劇,產(chǎn)品層次初級化且
2、體驗性不足,缺乏有效的市場營銷手段,缺乏鄉(xiāng)村旅游人才.在此基礎(chǔ)上就鄉(xiāng)村旅游的創(chuàng)新性發(fā)展策略展開研究.強調(diào)應(yīng)從開發(fā)者,經(jīng)營者,游客,政府層面加強對環(huán)境污染的監(jiān)管;開發(fā)諸如公益性角色體驗類,鄉(xiāng)村大學(xué)堂學(xué)習(xí)類,開心農(nóng)場租賃類,婚紗攝影外景基地等多樣化旅游產(chǎn)品;在營銷策略上注意采用多樣化的推廣手段,加強品牌建設(shè);強調(diào)以多種方式培養(yǎng)鄉(xiāng)村旅游人才.關(guān)鍵詞鄉(xiāng)村旅游;環(huán)境;旅游產(chǎn)品;營銷策略;人才中圖分類號F592文獻標識碼A文章編號0517—6611(2011)29—18060—03StudyORRuralDevelopment
3、ofChinaandItsInnovativeDevelopmentStrategiesSUNMei-hong(CollegeofEconomicManagement,JilinAgriculturalUniversity,Changchun,Jilin130118)AbstractThroughreviewingdevelopmentofChina'Sruraltourismindustry,itshistory,scale,geographicaldistributionanddevelopmentformwa
4、sintroducedbriefly,andthenmotivesofruraltourismdevelopmentwereanalyzedfromtheperspectivesofrestructuringoftourismindustry,agriculturalrestructuring,economicfoundation,timefoundationandspiritualneeds.Commonproblemsinthepresentruraltourismdevelop-meritwerepropos
5、edas:aggravatedenvironmentpollution,low-gradeproductandinsufficientparticipatorycontents,ineffectivemarketingmeans,andshortageoftalents.Inviewoftheseproblems,innovativedevelopmentstrategiesofruraltourismindustrywerestudied,anditwasproposedthatenvironmentalpoll
6、utionsupervisionshouldbeenhancedfromallaspectsofdeveloper,manager,touristandgovernment;diversi?fledtouristproductsshouldbedeveloped,suchasparticipatoryproductsfortouristexperiencingpublic—spiritedcharacters,obtainingknow?ledgeofruralareas,renting"HappyFarm",an
7、dtakingweddingphotos;variouspropagationmeanscanbeappliedinmarketingtoenhancethebrandbuilding;trainingtalen~forruraltourismdevelopmentinvariousmeans.KeywordsRuraltourism;Enviroment;Touristproduct;Marketingstrategy;Talent鄉(xiāng)村旅游于19世紀30年代起源于歐洲,1865年,意大利"農(nóng)業(yè)與全國旅游協(xié)會"的成
8、立標志著鄉(xiāng)村旅游的誕生….鄉(xiāng)村旅游以鄉(xiāng)村為載體,鄉(xiāng)村自然生態(tài)景觀,鄉(xiāng)村產(chǎn)業(yè)和鄉(xiāng)村文化為媒介,鄉(xiāng)村地區(qū)的一系列旅游活動為手段,以實現(xiàn)旅游者對鄉(xiāng)村自然和人文的感知和體驗,從而使其得到精神上的一種升華.l發(fā)展概況1.1發(fā)展歷程我國從20世紀70年代初期開始就采用定點方式開展了一些具有鄉(xiāng)村旅游性質(zhì)的政治性接待活動.譬如北京近郊的四季青人民公社,山西昔陽縣大寨大隊,天
