宿州市乡村旅游产业发展战略选择研究

发布时间：2018-02-13 23:38

本文关键词： 乡村旅游产业发展战略　出处：《安徽农业大学》2016年硕士论文　论文类型：学位论文

【摘要】：近些年来,随着我国城市化进程的加快,居民居住环境有了较大变化。与此同时随着中国改革开放的不断推进与市场经济体系的不断完善,农业与农村的经济正经历着深刻的变革,发展乡村旅游的呼声持续高涨。乡村旅游作为连接城市和乡村的重要纽带,促进了社会资源和文明成果在城乡之间的共享以及财富重新分配的实现,并为地域经济发展差异和城乡差别的逐步缩小、产业结构优化等做出了实际贡献,推动了欠发达、发展不足的乡村经济、社会、环境和文化的可持续发展,并对加快实现社会主义新乡村建设,以及小城镇建设具有重要的现实意义。发展宿州市乡村旅游可以带动宿州市城乡居民就业,可以促进宿州市的新农村建设,提升宿州市的区域形象以及增强广大市民热爱宿州市、建设宿州市的凝聚力和向心力,也能提升城市形象、扩大宿州市的知名度和影响力。本文是在综述了国内外的乡村旅游研究进展,宿州市乡村旅游产业研究进展以及SWOT分析法在乡村旅游产业战略分析中的应用情况等文献的基础上,以企业战略理论为依据开展对宿州市乡村旅游产业发展战略的分析研究。首先,对宿州市乡村旅游产业的发展的现状以及宿州市乡村旅游产业的内部环境因素进行了分析。其次,从政治法律环境、社会文化环境、人口经济环境和科技自然环境等四个方面阐述了宿州市乡村旅游产业发展的外部环境。第三,对宿州市乡村旅游产业发展作了SWOT分析。对宿州市乡村旅游内部能力因素分析不难发现:宿州市乡村旅游有其自然生态环境优越,历史悠久和民俗文化内涵丰富的优势,也存在着政府扶持力度不够,旅游资源开发模式简单,品牌意识不强,旅游产品定价模糊以及民俗文化挖掘不足的劣势。最后在综合了上述调查研究的基础上,针对宿州市乡村旅游发展中存在的主要问题,提出了宿州市乡村旅游的发展战略选择:第一,SO战略。随着政府的逐渐重视,在资金和政策上的扶持,凭借宿州市旅游文化底蕴丰厚的优势,进行旅游产品开发;推动宿州市生态农庄园开发、发展宿州市“闵贤孝文化”旅游观光。第二,ST战略。以自身优越的自然环境为依托,顺应市场需求,合理配置宿州市旅游资源,发展绿色生态乡村旅游农产品。第三,WO战略。与高校、科研单位合作,提升乡村旅游产业发展水平;多方协力规范乡村旅游市场;改善宿州市乡村旅游销售渠道不畅;开展广告和营业推广等旅游促销活动,提高宿州市乡村旅游品牌的知名度和美誉度。第四,WT战略。外有徐州淮北等乡村旅游点的强力竞争,内部又存在品牌意识不强等现状。因此提高产销组织化程度,提高“宿州市乡村旅游”系列品牌的知名度势在必行。本文将宿州市区域范围内宿州市乡村旅游产业的发展作为一个整体研究对象。期望相关建议对于宿州市乡村旅游产业的发展有一定的指导意义。
[Abstract]:In recent years, with the acceleration of urbanization in China, the living environment of residents has changed greatly. At the same time, with the continuous promotion of China's reform and opening up and the continuous improvement of the market economy system, Agriculture and rural economy are undergoing profound changes, and the voice of developing rural tourism continues to rise. Rural tourism is an important link between cities and villages. It has promoted the sharing of social resources and civilized achievements between urban and rural areas and the realization of wealth redistribution, and has made practical contributions to the gradual narrowing of regional economic development differences and differences between urban and rural areas, the optimization of industrial structure, and has promoted underdevelopment. The sustainable development of underdeveloped rural economy, society, environment and culture, and the acceleration of socialist new rural construction, And the construction of small towns has important practical significance. The development of rural tourism in Suzhou can promote the employment of urban and rural residents in Suzhou, and promote the construction of new rural areas in Suzhou. To enhance the regional image of Suzhou and to enhance the people's love for Suzhou, and to build the cohesion and centripetal force of Suzhou, can also enhance the image of the city. This paper reviews the research progress of rural tourism both at home and abroad. Based on the research progress of rural tourism industry in Suzhou and the application of SWOT analysis method in rural tourism industry strategy analysis, Based on the theory of enterprise strategy, this paper analyzes the development strategy of rural tourism industry in Suzhou. This paper analyzes the present situation of the development of Suzhou's rural tourism industry and the internal environmental factors of Suzhou's rural tourism industry. Secondly, it analyzes the political and legal environment, social and cultural environment. This paper expounds the external environment for the development of rural tourism industry in Suzhou from four aspects: population, economic environment and natural environment of science and technology. Third, This paper makes a SWOT analysis on the development of rural tourism industry in Suzhou. It is not difficult to find out that rural tourism in Suzhou has the advantages of superior natural ecological environment, long history and rich connotation of folk culture. There are also disadvantages such as insufficient government support, simple development model of tourism resources, weak brand awareness, vague pricing of tourism products and insufficient mining of folk culture. In view of the main problems existing in the development of rural tourism in Suzhou, this paper puts forward the development strategy choice of rural tourism in Suzhou. Depending on the advantages of Suzhou's rich tourism culture, we should develop tourism products; promote the development of Suzhou's ecological farm gardens; and develop Suzhou's "Min Xianxiao culture" tourism. Second, St strategy. Relying on its own superior natural environment, Comply with the market demand, reasonably allocate tourism resources of Suzhou, develop green ecological rural tourism agricultural products. Third, WO strategy. Cooperate with universities and scientific research institutions to promote the development level of rural tourism industry, and make concerted efforts to regulate the rural tourism market. To improve the poor marketing channels of rural tourism in Suzhou, to carry out tourism promotion activities such as advertising and business promotion, and to increase the popularity and reputation of rural tourism brands in Suzhou. 4th WT strategy. Besides, there is strong competition among rural tourist spots such as Xuzhou Huaibei, etc. Internal brand awareness is not strong and so on. Therefore, improve the degree of production and marketing organization, It is imperative to improve the popularity of the "Suzhou Rural Tourism" series. This paper regards the development of Suzhou rural tourism industry as a whole research object, and looks forward to the relevant suggestions for Suzhou Township. The development of village tourism industry has certain guiding significance.
【学位授予单位】：安徽农业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592.7;F327

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