摘要
截至目前，民宿在我国大陆地区兴起已有十几年的时间，从 2006 年至2010 年底民宿业在大陆地区进入了快速发展期，2011 年至今，大陆民宿业发展更呈迅猛之势。在国家推进乡村旅游业发展的有利政策支持下，特别是在党的第十六届五中全会提出全面建设社会主义新农村以后，各地的民宿项目纷纷启动，然而，因为缺乏精准的发展模式，很多民宿群项目最终失败。
民宿产业是发展乡村旅游业的一个切入点，是实现乡村经济转型的关键点，探索出一套适合我国乡村古村落民宿村发展的模式，带动古村落乡村旅游业发展意义深远。民宿最早兴起于英国，后逐渐发展至亚洲的日本，我国台湾地区。台湾地区民宿业发展比大陆要早，成熟度比大陆要高。目前大陆地区民宿业主要集中在长江以南地区，以云南、厦门、贵州、浙江等地发展比较早、比较快。其中民宿多围绕景区或风景秀丽之处而建，比如云南丽江、厦门鼓浪屿、贵州荔枝、浙江莫干山、桐庐等，皖南山区风景秀丽，黄山、黟县古民居更是世界级旅游胜地，如何探索出一套适合自己的民宿产业发展模式值得思考。
本文首先从研究民宿本身的特质和价值着手，分析了民宿的情怀属性和商品属性，同时指出民宿的核心价值，民宿的景观环境、民宿所在的地域文化特色，民宿整体设计及软装，民宿的运营管理及软实力的体现，为了寻找出适合黟县古村落民宿村的发展模式，笔者节选了全国几个典型的民宿群发展模式加以比较分析，总结出民宿群产业融合发展模式，民宿群社区营造发展模式、民宿群主题特色提炼发展模式、民宿群景点开发发展模式、民宿群综合体发展模式，以期从中寻找到适合黟县民宿群的发展模式。在对比民宿群几种主要发展模式的基础上，结合黟县的实际情况，从旅游资源、地理区位、环境政策和市场趋势分析黟县民宿村项目的优势，同时分析可能的问题，比如黟县民宿的特色能否打造出来？民宿村发展的人才需求能否实际满足？民宿村发展所需的旅游设施和民风基础能否配套等。
在分析了项目的优势和可能存在的风险的基础上，笔者从发展前提、产业模式、管理模式三个方面论述了适合黟县古村落民宿村发展的模式，就发展前提而言，坚持民宿村发展要实现可持续发展路线；就产业模式而言，主要有两个方面，一是产业融合发展模式，将乡村的全部闲置资源发动起来，匹配到民宿发展中来，利用民宿的带动效果，实现民宿带动黟县乡村旅游产业发展，实现带动乡村经济转型的效果；另外一个是“互联网+”的民宿发展模式，利用互联网大数据平台的优势实现黟县民宿村的平台化发展模式、民宿分享经济发展模式和民宿体验经济发展模式；就经营模式上，本文提出用社区整体营造模式实现村民自组织、自管理的民宿村运营发展，本文以黟县现有的六个主要民宿自然村为例，分析了乡村居民社区营造的基础，包括居民参与民宿村管理的现状、居民参与民宿村营造的形式以及居民参与民宿村营造的意义，以此探寻适合黟县古村落民宿村发展的最佳模式。
同时，文章也指出黟县古村落民宿村发展中存在的问题以及发展策略，最主要的还是人才缺乏的问题，如何培养和吸引更多的人才进入民宿产业，这是项目成功的关键，本文从本地人才培养和外来人才吸引两个方面分析了人才获得的途径和策略。
民宿是实现乡村旅游业发展的关键，也是实现乡村经济转型的关键，民宿应该与周围的环境、人文融为一体，这样民宿才能成为乡村生活方式的一部分。同时充分挖掘民宿产业链的关联产品，最大限度发挥民宿产业的价值潜力。乡村民宿不同于城市民宿，也不同于景区民宿，乡村民宿是一种特定乡村地域环境的生活体验，只有真正融入乡村生活，成为乡村生活的一部分，才能获得真正乡村生活体验。
还需强调的一点，民宿村的发展一定要坚持可持续发展的理念，不可急功近利，乡村民宿营造的是一种慢生活的基调，遵守的是生态平衡、永续利用的精神，做民宿不可以急躁，乡村的自然环境和美景是不可复制的，不能拿环境作为发展的代价，民宿是为了让乡村变得更美，民宿发展一定要保持乡村的青山绿水。
民宿村是一种新的乡村生活方式，民宿旅游经济是民宿村的发展方向，可持续发展是发展前提，农业休闲产业是产业模式，互联网思维是升级模式，社区整体营造是管理模式，广泛吸引人才，持续保护环境，整合休闲农业产业链，打造田园综合体，最终形成乡村民宿旅游产业模式，这可能是黟县古村落民宿村发展的最佳模式之一，同时也可能是皖南古村落民宿村的最佳模式之一。
关键词：民宿村发展模式；可持续发展；产业融合；互联网+;社区参与营造；人才战略。
ABSTRACT.
So far, B&B has been arisen for more than ten years in the mainland ofChina. From 2006 to 2010, B &B entered a rapid development period in themainland. With the support of national policies which about pushing ruraltourism development, The CPC broached building a New Socialist Countrysideon the Fifth Session of the sixteenth Central Committee of the Party especially.
B&B projects are launched allover the country. However, because of lacking ofgood development model. A lot of B&B project finally failed. The B&B industryis a starting point for the development of rural tourism, It is the key point torealize the transformation of the rural economy. Explore a set of patterns whichsuitable for China's rural village to development the B&B industry. Thus, it is ofprofound significance to promote the development of the village tourism in theancient villages.B&B industry first rose in the UK, Then gradual development to Japan andTaiwan,China. Taiwan B&B industry developed earlier than the mainland.
Maturity was also higher than the mainland. The mainland B&B industry aremainly concentrated in the south of the Yangtze River, The B&B business inYunnan, Xiamen, Guizhou, Zhejiang developed earlier and faster than otherareas. Many of them were built around the scenic spots. For example, YunnanLijiang, Xiamen Gulangyu, Guizhou Lizhi, Hangzhou Mogan Mountain,Zhejiang Tonglu and so on. The mountains of Southern Anhui have beautifulscenery, The Mount of Huangshan and the Ancient dwellings in Yixian are themost popular Scenic spots in the world. To explore a suitable developmentpattern of their B&B industry is worth pondering. To realization B&B industrypromote the development of rural tourism industry in Yixian County.
This paper research on the characteristics and value of B&B, Analysis ofthe B&B's feeling attribute and commercial attribute, At the same time pointedout that the core value of pension, Landscape environment of the B&B, Theregional culture and the characteristics of the B&B, The whole design and softdecoration of the B&B, The operation management of pension and the softpower of pension, In order to find out the suitable development model for YixianCounty ancient village homestay, The author selects several typical nationalB&B group's development model comparative analysis, Summing up the B&Bgroup industry's development model, Such as industrial integration, Communitydevelopment model of B&B group, B&B group theme refining developmentmodel, The mode of development which about scenic spot's development, Thedevelopment model of the complex, With the hope to find suitable developmentmode of Yixian County B&B group.
Based on the comparison of several major development modes of B&Bgroup, Combination of the actual situation in Yixian County, From tourismresources, geographical location and environmental policy and the market trendanalysis of Yixian County village homestay advantage. For example, WhetherYixian can build out the characteristics of Yixian's B&B? The B&Bdevelopment talent demand can meet the actual? Whether the development ofB&B tourism facilities and foundation of civil style can support etc.
On the basis of the analysis of the advantages and possible risks of theproject, This paper discusses for the ancient village of Yixian County B&B'sdevelopment mode from three aspects, the development precondition, industrymodel and management model, As far as the premise of development isconcerned, B&B's development needs to achieve sustainable development; Asfar as the industrial model is concerned, There are two main aspects. One is thedevelopment model of industrial integration. To stimulate all the idle resourcesin the country, Matched with the development of B&B, Use the drive effect of B&B to achieve the effect of driving the transformation of rural economy; Toachieve the effect of driving the transformation of rural economy; Another is a“Internet plus” B&B development mode, Using the large data platform'sadvantage of the Internet to realization B&B's platform development model, Torealization B&B's share economic development model, To realization B&B'sexperience economic development model, As far as the business model isconcerned, This paper puts forward the model of building a community as awhole to realize the B&B's operation development with self-organization andself development of residents. This paper takes Yixian County existing six majornatural villages for example, Analyzed the foundation of rural residents'community construction. Include the present situation of residents' participationin rural management, The form of village residents participate in B&B'sbuilding, And the significance of village residents participate in B&B's building,In order to explore the best mode for the development of Yixian County ancientvillage's B&B.
At the same time, the article also pointed out that the ancient villages inyixian B&B's development problems and development strategies, The mainthing is the problem of lack of talent, How to cultivate and attract more talentsto enter the B&B industry, This is the key to the success of the project. Thispaper analyzes the ways and Strategies of talent acquisition from two aspects:the training of local talents and the attraction of foreign talents.B&B is the key to realize the development of rural tourism, It is also thekey to the transformation of the rural economy. B&B should be together with thesurrounding environment and the surrounding humanities, By this way, B&Bshould become a part of the rural lifestyle. Meanwhile to fully tap the pensionindustry chain related products, To maximize the potential value of the pensionindustry. Rural B&B is different from the city B&B, And it's different from theScenic B&B, Rural B&B is a specific geographical environment of rural life'sexperience, Only Integrate into rural life, Become part of country life, It can getreal country life experience.
A point to be stressed, The development of B&B must adhere to theconcept of sustainable development, It is not to be quick. The construction ofrural lodging is a slow life, The spirit of ecological balance and sustainableutilization is observed. Do not be impatient, The natural environment and beautyof the country are not replicable. It's wrong to take the environment as the costof development, Development B&B is to make countryside more beautiful,Development B&B must maintain rural's green mountains and rivers.
The B&B village is a new rural life style, The tourism economy of b &b isthe development direction of it. The sustainable development is the premise ofdevelopment, the agricultural leisure industry is the industrial mode, the internetthinking is the upgrade mode, the community overall construction is themanagement mode. Attracting talents widely, Continuous protection of theenvironment, Integrating leisure agriculture industry chain, Build an idylliccomplex, Finally, Established the village b&b tourism industry model, This willbe the best development mode of ancient villages in Yixian. And this will be thebest development mode of ancient villages in southern of Anhui.
Key Words: The development model of B&B; Sustainable development; Industrialconvergence; Internet +; Community participation; Talent strategy;
目录
第一章绪论
1. 1论文选题的背景
1. 2论文选题的意义
1. 3研究对象的界定
1. 4研究方法和流程
1. 4. 1基本思路
1.4.2研究方法
第二章理论基础和相关实践
2. 1相关概念的界定
2. 2研究的理论基础
2. 2. 1可持续发展理论
2. 2. 2核心竞争力理论
2. 2. 3产业融合发展理论
2. 2. 4社区营造理论
2. 3国内外民宿发展实践与研究
2. 3. 1国外民宿发展实践与研究
2. 3. 2国内民宿发展实践与研究
第三章民宿项目分析
3. 1民宿的属性
3.1.1情怀属性
3. 1. 2商品属性
3 .2民宿价值分析
3. 2. 1景观环境
3. 2. 2本土文化
3. 2. 3民宿设计
3. 2. 4民宿软实力·
第四章民宿村典型发展模式分析及对黯县民宿的参考意义
4. 1典型民宿集群发展现状分析
4.1.1民宿村产业融合发展模式·凤州羌族民宿村
4. 1. 2民宿村社区营造发展模式·台湾桃米村
4.1.3民宿村主题提炼模式·松阳四都乡云民宿
4. 1. 4民宿村景点开发模式·江宁石塘村
4.1.5民宿综合体模式·桐庐巴比松世界民宿村
4. 2民宿群典型模式优劣势、适用条件分析及对黯县的参考意义。
第五章黯县民宿村发展现状、优势条件及存在问题分析
5. 1黯县民宿发展现状分析
5. 2黯县民宿村发展现有优势条件分析
5. 2. 1旅游资源
5. 2. 2地理区位
5. 2. 3政策环境
5. 2. 4市场趋势
5. 3黯县民宿村项目发展中存在的一般问题分析与对策
5. 3. 1黯县民宿旅游特色打造的问题与对策
5. 3. 2黯县民宿发展人才匾乏的问题与对策
5. 3. 3民宿村旅游基础配套的问题与对策
5. 3. 4消防安全、基本医疗保障条件是否具备的问题与对策
5. 4黯县民宿村项目发展中存在的核心问题分析与对策
5. 4. 1古村落生态环境能否保持的问题与对策
5.4.1.1古村落民宿旅游可能带来的生态环境问题
5.4. 1.2坚持可持续发展是保护生态环境的根本途径
5. 4. 2发展民宿村旅游如何带动乡村旅游经济发展的问题
5. 4. 2. 1发展民宿村旅游与带动乡村旅游的关系。
5.4.2.2产业融合发展模式带动乡村旅游整体发展
5. 4. 3如何通过产业转型升级实现民宿产业提升的问题
5. 4. 3. 1“互联网+”民宿平台管理发展模式
5. 4. 3. 2“互联网+”民宿分享思维发展模式
5. 4. 3. 3“互联网+”民宿体验经济发展模式
5. 4. 4民宿村发展的同时如何实现本地居民同步发展的问题
5. 4. 4. 1本地居民未同步民宿村发展可能带来的问题。
5.4.4.2黯县古村落居民参与民宿村营造现状分析
5. 4. 4. 3黯县居民参与民宿村营造的基本形式和意义。
第六章黯县古村落民宿村发展模式选择。
6. 1模式选择的依据
6. 2黯县古村落民宿村发展模式
第七章结论与展望
7. 2进一步工作的方向
结论
致谢
参考文献
附录1访谈提纲
附录2调查问卷
攻读学位期间的研究成果
