休闲农业体系构建与实证研究

发布时间：2018-01-13 22:13

本文关键词：休闲农业体系构建与实证研究　出处：《沈阳农业大学》2012年博士论文　论文类型：学位论文

【摘要】：休闲农业做为一种新型的农业形态，正开始在祖国的大地上蓬勃兴起。休闲农业是利用农村设备和空间、农业生产场地、农业产品、农业经营活动、自然生态、农业自然环境、农村人文资源等，经过规划设计，以发挥农业和农村休闲旅游功能，增进民众对农村和农业的体验，提升旅游品质，并以提高农民收益、促进农村发展为目标的一种新型农业。休闲农业是现代农业发展至今形成的“三级农业”的一个有机组成部分，也是“三生农业”的具体体现。虽然休闲农业的活动内容和乡村旅游十分相似，但本文站在农业生产的角度来研究休闲农业，视角有所不同。因此，本文将参与休闲农业经营的个体农户直接称为农民，将休闲农业经营者（单位）称为经营者（企业），将参与休闲农业活动的客户称为消费者。随着社会主义新农村建设的全面推进，，以及休闲农业在全国范围内的广泛推广和发展，有很多学者、专家开始对休闲农业进行细致的研究。这些研究通常是从旅游的角度，以传统旅游的研究方法对休闲农业进行研究。本文从农业的角度，以推动农业生产发展为目的对休闲农业进行了体系的构建，期望从理论体系和方法体系进行深入和系统的探讨，为休闲农业的全面发展提出一些建议。休闲农业发展的理论基础是可持续发展理论、参与式发展理论和体验经济理论。而传统休闲农业在发展的过程中出现了一些误区，如以经济增长为中心的误区、以牺牲农业生产为代价的误区、忽视农民意愿的误区、忽视传统农耕文化保护和传承的误区等等。正视发展过程中的误区是为了使我国休闲农业的发展走上一条目标正确的、健康的发展道路，避免在发展过程中对农村社会和生态环境带来损害，影响农业生产的正常发展。休闲农业作为农业的新形态，其主要目的是为了促进农村全面发展和满足消费者休闲的需求。要达到这两个主要目的就要求休闲农业经营者或当地政府做好规划，通过有效的营销手段向消费者提供具有吸引力的休闲农业产品。休闲农业的规划一般由政府部门牵头，专业规划团队以休闲农业资源与评价做为规划的基础进行具体编写。目前我国休闲农业资源评价尚未形成统一的标准。笔者参考了相关资料，设计了一套休闲农业资源评价体系。这一体系通过对休闲农业自然资源和农业社会经济资源进行全面调查，将休闲资源分为三个层次进行评价。通过模型树的建立，将17个小项资源状况（第三层）归纳为10个类别（第二层），再将这10个类别归纳到资源类型、资源功能、与传统农业的关系和区位条件（第一层）4个大项中。将每个层次的每项资源编写代码，通过对专家、学者发放调查问卷对资源项设计权重。最后设定出休闲农业资源优劣的等级划分。做好资源的评价工作，是为休闲农业规划打好基础。本文探讨了我国休闲农业规划的内容、功能、原则和程序，并对规划中较为重要的线路设计进行了进一步的探讨。通过休闲农业规划的制定，可以将各种资源有效整合，在不影响农业生产的基础上，更好地为消费者服务。要研究消费者的需求更好地为消费者服务就要先了解消费者的行为和人格特征。消费者在外部环境和信息的刺激下产生意识，意识和内在需求结合产生动机，动机在外部条件成熟时产生决定，最后决定转变为行动。研究行为和人格特征的目的就是对人产生行动的过程进行影响和干预，通过一系列的营销手段和方法影响人的决策过程，激励消费者参与到休闲农业实践中。同时不同的人格特征又对休闲农业场所生命周期产生影响或反映其当前所属的阶段。休闲农业产品是包含了商品、线路和服务的整体。休闲农业产品的设计要有针对性，要通过对市场进行细分，在细分市场中确定目标市场来决定其特色和风格。笔者以消费者的心理特征为依据对休闲农业市场进行细分，并对细分市场设计了不同的休闲农业产品。笔者在丹东市五龙背镇进行了较长时间的调查、走访，根据本文建立的理论体系和方法体系对五龙背休闲农业状况进行了分析。实证分析是对理论分析的佐证，也是期望通过实践和理论相结合的方式探索休闲农业的体系构建模式，力争摸索出一条适合休闲农业发展的可行之路。
[Abstract]:Leisure agriculture is a new agriculture form, is beginning to flourish in the land of the motherland. Leisure agriculture is the use of rural space and equipment, agricultural production sites, agricultural products, agricultural operations, natural ecology, agricultural natural environment, rural human resources, through planning and design, in order to give full play to the agricultural and rural leisure tourism function, improve people's experience on rural and agricultural, improve the quality of tourism, and to increase the income of the farmers, a new type of agriculture and promote rural development as the goal. Leisure agriculture is a modern agricultural development since the formation of the "three agriculture" is an organic part, is also the embodiment of the "three agriculture". Although leisure agricultural activities and rural tourism is very similar, but this stood in the perspective of agricultural production to study from the perspective of leisure agriculture, are different. Therefore, this paper will participate in leisure agriculture Individual farmers are directly referred to as farmers, and leisure agricultural operators (units) are called operators (enterprises), and customers who participate in leisure agricultural activities are called consumers.
With the all-round construction of the new socialist countryside, and leisure agriculture in the nationwide popularization and development, many scholars and experts to conduct a detailed study of leisure agriculture. These studies are from the perspective of tourism, research on leisure agriculture tourism with traditional research methods. This paper from the perspective of agriculture, to to promote the development of agricultural production for the purpose of the system construction of leisure agriculture, expect a thorough and systematic study from the theory system and method system, and puts forward some suggestions for the overall development of leisure agriculture.
The theoretical basis of leisure agriculture development is the sustainable development theory, participatory development theory and the theory of experience economy. But the traditional leisure agriculture in the process of development, some problems, such as central to economic growth at the expense of misunderstanding, misunderstanding the cost of agricultural production, farmers' willingness to ignore errors, ignore the misunderstanding of traditional farming culture the protection of heritage and so on. In the process of development is facing misunderstanding in order to make the development of leisure agriculture in China to a correct goal, and healthy development of the road, to avoid damage to the rural social and ecological environment in the development process, affecting the normal development of agricultural production.
Leisure agriculture as a new form of agriculture, its main purpose is to promote the all-round development of rural leisure and meet consumer needs. To achieve this objective requires two main leisure agriculture operators or the local government to do the planning, provide attractive leisure agriculture products to consumers through effective marketing. Leisure agriculture planning by the general the government departments, professional planning team to the leisure agriculture resources as the basis of planning and evaluation of specific preparation. The resources of leisure agriculture in China has not yet formed a unified evaluation standard. The author consults the related data, design a set of leisure agriculture resources evaluation system. This system through a comprehensive investigation on the leisure agriculture and natural resources agricultural economic and social resources, the leisure resources are divided into three levels of evaluation. By establishing the model of the tree, the 17 small resources. Condition (third) is classified into 10 categories (second), then the 10 category induction to the type of resources, resources, and traditional agriculture and the relationship between the location (the first layer) 4 categories. Each level code for each resource, according to experts, scholars on investigation the questionnaire on resource design weights. Finally set up hierarchy of leisure agriculture resources quality. Good resource evaluation, is to lay the foundation for the planning of leisure agriculture. This paper discusses the planning of leisure agriculture in China the content, function, principles and procedures, and further study is more important in the planning of the line design. Through the development of leisure agriculture planning, can effectively integrate various resources, without affecting the agricultural production on the basis of better service to consumers. To study consumer demand better service to consumers must first understand consumers The behavior and personality characteristics. The consumer awareness in the external environment and information stimulation, consciousness and internal demand combination produces motivation, motivation decides in the external conditions are ripe, the final decision into action. The behavior and personality characteristics of the goal is to produce influence and intervention action of the process, influence decision process by means of marketing and a series of methods, encourage consumers to participate in leisure agriculture practice. Meanwhile, different personality characteristics and life cycle of leisure agriculture places influence or reflect its current stage. The leisure agriculture products include goods and services. The whole circuit design must have the leisure agriculture products targeted, through market segmentation, the market segments in the target market to determine their characteristics and style. According to the psychological characteristics of consumers on the basis of Hugh The leisure agricultural market is subdivided and different products of leisure agriculture are designed for the subdivided market.
The author in wulongbei town in Dandong city were investigated, a longer period of time to visit, according to the system theory and method in this paper has carried on the analysis to the status of leisure agriculture. Wulongbei empirical analysis is to prove the theory analysis, model construction is expected to explore the leisure agriculture through the combination of theory and practice of the system, and strive to explore a for the development of leisure agriculture in a feasible way.

【学位授予单位】：沈阳农业大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：F592;F320

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