西安楼观台观光农业示范区农业旅游产品开发研究

发布时间：2018-03-10 19:07

本文选题：楼观台观光农业示范区　切入点：农业旅游产品开发体系　出处：《西北大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着游客消费结构的改变,以农业旅游为龙头的旅游产品则会满足民众对生活化体验的要求。农业旅游是“以旅促农”,“以农带旅”的典型代表,它的发展为第一产业和第三产业注入了生机与活力。与此同时,农业旅游也带动了相关行业的发展,并提供了相应的就业岗位,拉动了市场内需并加快当地生产方式的转变。但是,大量的雷同产品逐渐降低了游客对农业旅游产品的感知度,综合服务功能不完备,加之营销手段不科学,推广力度不够,使旅游效应低下,农业资源的旅游性并没有充分呈现。本文首先以旅游产品开发、旅游市场营销和旅游消费者行为学作为整篇文章的理论构架,根据以前的研究界定了农业旅游及农业旅游产品的概念。其次在对国内外农业旅游产品开发现状分析的基础上,以楼观台观光农业示范区为研究对象,对其农业旅游产品开发、营销现状及客源市场进行调查分析后,构建了楼观台观光农业示范区的农业旅游产品体系、农业旅游产品可持续开发要素、农业旅游产品可持续开发的概念模型和农业旅游产品营销要素四种概念型框架。再以本示范区产品开发的“五化原则”即“原真化”、“生态化”、“休闲化”、“标准化”、“便利化”为基准加之网络营销、绿色营销、整合营销、口碑营销四种营销手法为出发点,提出了楼观台观光农业示范区农业旅游产品开发方式的建议,最后还构想了提升本示范区农业旅游产品品牌价值的途径。本文通过对楼观台观光农业示范区的实证研究,分析了本示范区农业旅游产品与营销情况。希望为丰富西安市农业旅游产品结构,促进西安市农业旅游产品的升级、转型提供借鉴意义与实践参考。
[Abstract]:With the change of tourist consumption structure, the tourism products, which take agricultural tourism as the leading part, will meet the people's demand for the living experience. Agricultural tourism is a typical representative of "promoting agriculture by traveling" and "traveling with agriculture". Its development has injected vitality and vitality into the primary and tertiary industries. At the same time, agricultural tourism has also led to the development of related industries and provided corresponding employment posts. However, a large number of similar products have gradually reduced the tourists' perception of agricultural tourism products, the comprehensive service function is not complete, and the marketing means are not scientific, and the promotion efforts are not enough. So that the tourism effect is low, the tourism of agricultural resources is not fully presented. Firstly, this paper takes tourism product development, tourism marketing and tourism consumer behavior as the theoretical framework of the whole article. According to the previous studies, the concepts of agricultural tourism and agricultural tourism products are defined. Secondly, based on the analysis of the current situation of agricultural tourism product development at home and abroad, the agricultural tourism product development of Lou Guantai sightseeing agricultural demonstration area is taken as the research object. After the investigation and analysis of the marketing situation and the tourist market, the agricultural tourism product system and the sustainable development elements of the agricultural tourism product in the demonstration area of sightseeing agriculture of Lou Guantai are constructed. The concept model of sustainable development of agricultural tourism products and the four conceptual frameworks of marketing elements of agricultural tourism products. Then the "five principles" of product development in this demonstration area are "true", "ecological", "leisure", "standardization". Facilitation "as a benchmark and network marketing, Green marketing, integrated marketing and word-of-mouth marketing as the starting point, this paper puts forward suggestions on the development of agricultural tourism products in the demonstration area of sightseeing agriculture in Lou Guantai. In the end, the way to improve the brand value of agricultural tourism products in this demonstration area is also proposed. This paper analyzes the agricultural tourism products and marketing situation of this demonstration area through the empirical study on the demonstration area of Ru Guantai sightseeing agriculture, hoping to enrich the structure of agricultural tourism products in Xi'an and promote the upgrading of agricultural tourism products in Xi'an. The transformation provides the reference meaning and the practice reference.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F323.4;F592.7

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