浙江省新昌县乡村旅游产业发展战略

RURAL TOURISM INDUSTRY DEVELOPMENT STRATEGY IN XINCHANG ZHEJIANG

关键词:  乡村旅游 SWOT矩阵分析 3H发展思想 发展战略

Key words:  rural tourism  industry  SWOT analysis matrix  3H development thought  development strategy

摘要:

长期以来，我国乡村旅游产业受各种条件制约一直处于一种落后且资源利用率低下的状态。为摆脱这种长期受制局面，乡村旅游业的3H（Health、Happiness、High）发展思想将发挥重要作用。文章以浙江省新昌县为例，在深入了解新昌县乡村旅游现状的基础上，对其发展中存在的问题进行深度剖析，并利用SWOT矩阵分析法评价新昌县发展乡村旅游的优势、劣势、机遇及挑战，继而提倡健康、快乐及深度体验的3H发展思想，提出新昌县发展乡村旅游的3H发展战略，以期为促进新昌县乡村旅游产业链的稳固发展提供理论参考，为政府决策部门提供可靠的决策数据。

Abstract:

For a long time, China′s rural tourism industry has been subject to the constraints in an underdeveloped and underutilized resources. This paper analyzed the status and problems of the development of rural tourism in Zhejiang province, evaluated the strengths, weaknesses opportunities and challenges of the tourism development in Xinchang using SWOT matrix analysis method, and then proposed a development idea and strategy of 3H, i.e., health, happiness and high. This article could provide a theoretical reference for promoting the stable development of rural tourism industry chain, and some reliable data for government decision-making.