基于旅游地生命周期的江苏省乡村旅游适应性管理策略研究

THE ADAPTABILITY MANAGEMENT STRATEGY OF RURAL TOURISM BASED ON THE TOURIST DESTINATION LIFE CYCLE——TAKING JIANGSU PROVINCE AS AN EXAMPLE

关键词:  旅游地 生命周期 乡村旅游业 适应性管理 江苏省

Key words:  tourism destination  life cycle  rural tourism  adaptive management  Jiangsu province

摘要:

自20世纪80年代初，在江苏省政府的大力引导下，江苏省依托当地的古村落、古文化及自然资源，发展起一批深受大众喜爱的乡村旅游项目。1995～2010年，江苏省乡村旅游迎来了发展的黄金时期，乡村旅游的规模不断扩大，乡村旅游收入已经成为江苏省旅游业的重要支柱，部分地区的收入已经超越传统旅游行业。经过近40年的发展历程，目前江苏省部分乡村旅游项目仍然存在因项目老旧、环境代价巨大等问题而出现旅游地生命周期缩短情况。如何能够延长江苏省旅游地生命周期，提升乡村旅游适应性，是目前需要研究的课题。鉴于此，文章基于江苏省乡村旅游发展现状，针对游客与项目适应性较低、项目与环境适应性较低的问题进行分析，参考国内外的发展模式与管理经验，从提升乡村旅游项目的游客接受度和提升乡村旅游项目的环境接受度等方面构建江苏省乡村旅游适应性管理策略，以有效延长其乡村旅游目的地的生命周期，充分挖掘当地旅游资源，打造特色旅游产业。

Abstract:

Since the early 1980s, under the strong support of local government, Jiangsu province had developed a number of popular rural tourism projects based on local ancient villages, ancient culture and natural resources. From 1995 to 2010, the rural tourism in Jiangsu province had entered the golden period of development, for example, the size of rural tourism was expanding, the income of rural tourism had become an important pillar of the tourism industry, part of the income had surpassed the traditional tourism industry. After nearly 40 years of development, however, the current rural tourism projects in Jiangsu were stillold and resultedin a huge environmental cost and a shortage of the life cycle of the tourist destination. How to prolong the life cycle of the tourist destination and enhance the adapt ability of rural tourism is currently the subject of study. Based on the development status of rural tourism in Jiangsu province, this paper analyzed the problems of low adaptability of tourists, projects, and the environment, discussed the domestic and foreign development mode and management experience, and put forward some management strategies from promoting the acceptance of the tourists and environment in rural tourismof Jiangsu province. Moreover, in order to effectively extend the life cycle of the rural tourism destination, it should fully excavate the local tourism resources and build the characteristic tourism industry.