休闲农业旅游产品开发模式创新研究

LEISURE AGRICULTURE TOURISM PRODUCT DEVELOPMENT MODEL ——SUGGESTIONS ON PRODUCT BEVELOPMENT FOR LUOYANG CHINESE GINKGO CARNIVAL TOURISM SPOT

关键词:  农业旅游 旅游业 产品开发 洛阳 模式

Key words:  agriculture tourism  tourism  product development  Luoyang  model

摘要:

探索科学产品开发模式对于我国休闲农业旅游低碳、循环和绿色发展具有重要意义。产品开发得是否合适最终要靠市场来衡量和检验，文章尝试基于市场导向的研究视角，寻求休闲农业旅游产品开发模式，最终提出了休闲农业旅游产品M-FARIC三大层面开发模式。该模式设计了一种较为新颖的产品开发思维过程和逻辑程序，即以市场需求为导向，通过明确市场定位、策划园区特色、原真展示特色、设计游憩产品、包装整体旅游体验、组合连贯旅游活动等6个步骤，依次进行宏观、中观和微观三大层面的设计与开发。该研究还采用实证研究方法，以洛阳中国银杏嘉年华为研究对象，阐述了该模式的实际运用方式，从宏观、中观和微观三大层面产品开发优化提出了具体的策略建议。最后总结了该模式在为休闲农业旅游产品开发提供新思路和制定休闲农业旅游产品开发评价指标体系方面的实际应用价值。

Abstract:

Industry developing model is different from the product developing model. There are so many researches on developing model of leisure agriculture tourism but little attentions on product developing model of leisure agriculture tourism. To explore scientific product developing model of leisure agriculture tourism, it is especially important to promote the low carbon, recycle and green development of Chinese leisure agriculture tourism. Market is the key factor to measure and evaluate whether the product developing is successful. This paper attemptedto explore the product developing model of leisure agriculture tourism in the perspective of market orientation and put forward the M-FARIC t developing model which provided a creative thinking way and logic developing processes. It included six processes,i.e., to insist on market demand orientation, to plan feature of leisure farm, to exhibit exactly authenticity of leisure farm, to design recreation products, to package tourist tourism experience, to compose products for tourists traveling. Taking the Luoyang Chinese ginkgo carnival tourism spot as the empirical research case,this paper showed the use of the new model, put forward some suggestions on optimizing product development from macro, micro and middle level. At last, it concluded that the new model was useful for not only providing new thinking and new lessons for reference of developing leisure agriculture tourism product, but also making evaluation index system of leisure agriculture tourism product development.