产业链延伸视阈下我国乡村旅游市场营销模式建构研究——以四川省为例

THE CONSTRUCTION OF RURAL TOURISM MARKETING PATTERN IN CHINA UNDER THE PERSPECTIVE OF INDUSTRIAL CHAIN EXTENSION——A CASE STUDY OF SICHUAN

关键词:  经济结构调整 产业升级 农业资源 乡村旅游 营销发展模式

Key words:  economic restructuring  industrial upgrading  agricultural resources  rural tourism  development pattern of marketing

摘要:

［目的］以产业链延伸为视阈，开展乡村旅游营销模式研究是一种新的探索和尝试，将为乡村旅游未来发展提供一种新的方法和思路。［方法］文章通过调查分析法，针对四川地区影响乡村旅游景点吸引力的出游动机、出游时间、客户群体、交通条件、消费水平和结构、旅游项目、农林资源、综合服务、外部环境、基础设施、当地经济状况、乡村旅游综合性价比、乡村旅游目的地区位条件等指标进行统计分析，以考量产业链延伸视阈下的乡村旅游营销模式是否适应市场的需求，由此解决我国乡村旅游市场营销实际中出现的经营模式与当地实际（如地理区位、农业资源等）的不匹配问题。［结果］通过实地调查和数据分析，影响因素乡村旅游景区吸引力的因素主要以农林自然资源、综合服务能力、交通条件等方面为主。［结论］四川省产业链延伸视阈下的营销模式重点应从产业角度，构建三产协调发展的产业生态系统。

Abstract:

Under the "new normal" of China′s economy, with the deepening of China′s economic restructuring and the significant improvement of Chinese people′s living standard, rural tourism has enjoyed rapid development in China, which promoted agricultural structural transformation and industrial upgrading and brought great economic benefits to local areas. Taking Sichuan province as an example, this paper analyzed the factors affecting rural tourism attractions, such as travel motivation, travel time, customer groups, traffic condition, consumption level and structure, tourism, agriculture and forestry resources, comprehensive services, the external environment, infrastructure, the local economy, rural tourism cost-effective, and conditions of rural tourism destinations. And then it assessed the adaption of the marketing pattern to the demand of the market from the perspective of industry chain extension of rural tourism. The results showed that the main influencing factors on rural tourism were the agriculture, forestry and natural resources, comprehensive service ability, and traffic condition, etc. It concluded that the maketing model in Sichuan province should build a development syetem coordinating the three industries.