乡村旅游转型发展的ASEB/ANP评价*——以鸭绿江风景名胜区为例

ASEB/ANP EVALUATION OF RURAL TOURISM TRANSFORMATION*——A CASE STUDY OF YALU RIVER SCENIC ZONE

关键词:  乡村旅游转型振兴战略目标ASEB分析网络层次分析法（ANP）鸭绿江风景名胜区

Key words:  rural tourism transformation  revitalizing strategic objectives  ASEB analysis framework  analytic network process  Yalu river scenic zone

摘要:

［目的］乡村旅游转型发展不仅与旅游产品供需侧的结构有关，而且也与乡村振兴战略五大目标协调一致，对其综合评价有助于促进乡村旅游与乡村振兴的协调发展。［方法］以鸭绿江风景名胜区的6个边境滨水乡村为例，建立了乡村振兴战略五大目标与ASEB分析框架相结合的要素评价体系。采用ASEB分析框架与网络层次分析法（ANP）相结合的方式对乡村旅游转型发展的供需侧结构进行综合评价。［结果］传统的产业及空间要素仍然是供需侧背景、活动、体验及利益4个维度中得分值最高的要素； 空间体验综合评价的顺序是：獐岛村﹥河口村﹥大鹿岛村﹥绿江村﹥浑江村﹥古楼子乡； 背景与活动（AS）均高于体验与利益（EB），旅游供给侧的输入大于需求侧的输出。［结论］乡村旅游转型升级与乡村振兴是一种耦合共生的发展过程，是一种复杂的目标型网络化过程； 由第一、第二及第三产业融合形成的产业链构建了产业型休闲体验空间，以第六产业的方式促进了乡村旅游转型发展； 案例地区的乡村旅游发展分别处于转型发展的4个阶段； 采用“产业融合+旅游体验”的方式营造乡村产业型体验空间，拓展乡村旅游转型发展的内涵，提升乡村振兴发展的综合水平。

Abstract:

The transformation of rural tourism is not only related to the structure of supply and demand side of tourism products, but also coordinated with the five goals of rural revitalization strategy.The research intends to comprehensively evaluate the transformation of rural tourism, which is helpful to promote the coordinated development of rural tourism and rural revitalization. Taking the six border waterfront villages in Yalu river scenic zone as an example, this research established a key element evaluation system by combining the five goals of the rural revitalization strategy and the ASEB analysis framework and carried out a comprehensive evaluation of the supply and demand side of rural tourism transformation through combining the ASEB analysis framework with the analytic network process (ANP).Traditional industrial and spatial elements are still the highest score in the four dimensions of setting, activity, experience and benefit on the supply demand side. The score of comprehensive evaluation is from high to low, Zhangdao island village>Hekou village>Dalu island village>Lvjiang village>Hunjiang village > Gulouzi village. The setting and activity are higher than the experience and benefits, and the tourism supply side input is greater than the demand side output.The transformation and upgrading of rural tourism and rural revitalization is a coupled and symbiotic development process, which is a goal oriented complex networking process; The industrial chain formed by the fusion of the first, the second and the third industries constructs the industrial type leisure experience space and promotes the transformation and development of rural tourism in the way of the sixth industry. The development of rural tourism in the case area is in the four stages of transformation and development, which are the starting stage, the transition stage, the upgrading stage and the mature stage. Through enriching experience space of rural industry, expanding the development system of rural comprehensive experience to improve the comprehensive level of rural revitalization and development.