陕北黄土高原乡村旅游资源及其营销策略比较优势 

STUDY ON COMPARATIVE ADVANTAGES OF RURAL TOURISM RESOURCES AND MARKETING STRATEGY IN THE LOESS PLATEAU OF NORTHERN SHANXI

关键词:  黄土高原 乡村旅游 旅游资源 营销策略 比较优势

Key words:  Loess Plateau  rural tourism  tourism resources  marketing strategy  comparative advantage

摘要:

近年来，随着生活节奏的不断加快，人们休闲娱乐的时间变短，可以享受自然与人文风光的乡村 旅游逐渐成为游客首选的旅游形式之一。为了满足游客多样化的需求，如何开发并合理利用乡村旅游资源 成为乡村旅游发展的重要问题。陕北黄土高原拥有丰富的乡村旅游资源，其乡村旅游发展具有很大潜力。 文章通过梳理乡村旅游的概念、乡村旅游资源的内涵与分类方式，从自然旅游资源与人文旅游资源等2个 方面分析了陕北黄土高原乡村旅游资源现状，总结出该地区的乡村旅游资源拥有资源数量较多、类型多 样，分布较为集中、利于组合开发等比较优势，提出陕北黄土高原乡村旅游应采取打造陕北黄土高原乡村 旅游品牌、利用科技手段建立先进营销模式及开发个性化的旅游服务营销产品等营销策略，从而推动陕北 黄土高原旅游产业的快速发展。

Abstract:

In recent years， with the accelerating pace of life， people's leisure time is short.Rural tourism has grad- ually become one of tourism forms that the tourists preferred，because it can make people enjoy natural and cultural landscape. In order to meet the diverse needs of tourists， how to develop and make use of rural tourism resources becomes an important issue of rural tourism development. The Loess Plateau of Northern Shanxi has rich rural tourism resources and great potential in rural tourism development. Through combing rural tourism concept and con- notation of rural tourism resources and classification， this paper analyzed the current situation in Loess Plateau of Northern Shanxi Province rural tourism resources from two aspects， i.e.， natural tourism resources and cultural tourism resources， summed up the comparative advantages of rural tourism resources which had a large number of resources and diverse types， more concentrateddistribution， and combination development and so on. Finally， it put forward some countermeasures for the development of rural tourism in Loess Plateau of Northern Shanxi Prov- ince， including making rural tourism brand，establishingadvanced marketing model based on scientific and techno- logical means，and developing personalized travel service marketing products.