摘要
随着社会经济的发展,收入水平的提高,人们有更多的时间和金钱享受生活,同时伴随城市化进程的加快,城市生活压力加大,城市污染严重,休闲农业的发展既可以满足城市人对绿色安全的食品、清新的空气、宁静的环境氛围、回归大Q然等更高层次的需求,又促进了农民收入的增加和农村经济结构的调整,因此休闲农业发展获得巨大推动力,也在国内外迅速兴起。
成都平原农业发达,农业资源丰富多样,结合当地自然景观,历史古迹和其特定的休闲文化,农业资源旅游开发价值大、开发范围广。作为中国“农家乐”的发源地,成都其休闲农业发展迅速,出现如农科村和三圣花乡等的较为成功的案例。然而,成都休闲农业旅游的发展是否满足当下旅游的趋势,如何实现可持续发展和保持地方经济的持续性是值得研究的。
本文采用ASEB栅格分析方法,将旅游体验纳入产品开发和设计分析中,解决因游客的需求引发的问题。文章将休闲农业定义为一种旅游产品,纳入旅游研究范畴。从旅游的目的地角度出发,休闲农业是指旅游经营者凭借农村的自然环境、农业资源、田园景观、生产内容、农家生活、农业产品和乡土文化等吸引物、交通和旅游设施,向游客提供一系列与农业有关的活动用以满足其休闲旅游活动需求的全部服务。文章分为四个部分。第一部分论述了文章研究的背景和意义,研究的目的和方法,通过整合休闲农业的国内外研究现状的基础上,提出了文章研究的思路;第二部分是相关理论的研究,休闲农业的概念界定,并提出了休闲农业是一种旅游产品而非新型产业的观点,以旅游产品理论、旅游产品生命周期理论、旅游市场学理论和体验经济理论指导休闲农业发展为文章奠定研究方向。第三部分,从自然、社会经济状况、农业和旅游业发展基础、休闲环境变化条件、成都居民私家车拥有量等方面阐述成都休闲农业发展的优势条件;分析成都休闲农业发展的历程、经营状况、休闲农业资源状况,并运用ASEB栅格分析法把游客体验纳入成都休闲农业产品进行分析,通过深度访谈分析和问卷调查分析对游客个人背景资料、旅游决策行为、旅游期望度与满意度、旅游后续行为的分析基础上根据问卷反馈信息和访谈信息,做了一定的整理和分析,进行归纳总结后填入ASEB分析法的各个单元格中,得出初步的研究结论,对休闲农业产品存在的问题进行总结分析;第四部分,从旅游产品幵发角度提出休闲农业发展的对策建议,挖掘休闲农业产品文化内涵,构建完善的休闲农业产品谱系,突破传统观光产品,培养中高端度假产品,产品走个性化、特色化、主题化方向,实现休闲农业产品推广的多元化,增加配套服务设施,提高服务水平,充分发挥政府的主导作用,促进旅游经营者之间的合作。
关键词:成都;休闲农业;ASEB栅格分析法;旅游产品
Abstract
With the development of social economy, per capital income level has increasedand people have more time to enjoy their lives. Meanwhile, the fast progress ofurbanization and huge pressure of urban life make urban residents yearn for ruralnatural scenery and life. Leisure agriculture can both satisfy urban residents' needsof backing to nature and adjust rural economic structure, increase rural income.Therefore, it acquires tremendous motive force of development and springs up promptlyat home and abroad.
Agriculture in Chengdu Plain is flourishing and agricultural tourism resourcethere is abundant and multifarious. By combining with natural landscape, historicalsites and its specific leisure culture, agricultural tourism resource in Chengdu willhave a great development value and its exploitation scale is wide. Chengdu is theheadstream of "happy farmhouse,,in China and its leisure agriculture is developingrapidly. NONG KE CUN and SANSHENG FLOWER TOWN stand for some of the comparativelysuccessful cases. However, questions like whether leisure agriculture of Chengdusatisfy current trend of tourism development, how to fulfill its sustainabledevelopment and sustained growth of economy are worth studying.
This thesis adopts ASEB grid analytical approach. Tourist experience is broughtinto the analysis of product development and design. Consumer-oriented managementtool is exclusively designed on the question triggered by consumer demand. Leisureagriculture is defined as a tourism product. Relied on attractions, transports andtourist facilities such as natural environment, agricultural resources, countrysidelandscape, production, urban life, agricultural commodities as well as countrysideculture, travel operators provide tourists with a series of activities related toagriculture so as to satisfy all the services of the demand of leisure touristactivities. Based on product lifecycle theory, Sustainable Development of tourism,Leisure Economy and The Experience Economy, this thesis will deeply and systematicallyresearch the development of leisure development in Chengdu. There are four parts inthis thesis. Part one discusses background meaning, research purpose and method ofthis paper. By integrating research result of leisure agriculture at home and abroad,research approach is to be put forward. Part two is to study relative theories, todefine the concept of leisure agriculture, and to propose the viewpoint that leisureagriculture is a tourism product other than an industry. Product lifecycle theory,sustainable development of tourism, the experience economy and leisure economyestablish the research direction of this thesis. The third part is to clarifyadvantages and dissect the process, state of operation and leisure agriculturalresources of the development of leisure agriculture in Chengdu. By the adoption ofASEB grid analytical approach, the possible questions of leisure agriculturalproducts will be analyzed and concluded from the perspective of tourist experience.
Aiming at the status quo of leisure agriculture in Chengdu, the fourth part will putforward countermeasures and suggestions of the development of leisure agriculture,excavate cultural connotations of leisure agriculture products, build its completelineage, break through traditional sightseeing and cultivate mid and high—endvocation products. By creating unique, specific and thematic products and formingnetwork system of products, diversification of product promotion is to be realized.Increase the supporting service facilities , improve service levels, Giving full playto the leading role of government, to promote tourism cooperation between theoperators.
Key Words: Chengdu; leisure agriculture; ASEB Grid analysis; tourism product
目录
摘要
Abstract
第1章绪论
1.1研究背景和意义
1.2研究目的
1.3文献综述
1.4研究内容和方法
1.5可能的创新之处
第2章概念界定和理论基础
2.1休闲农业概念界定
2. 2休闲农业特点
2.3研究的理论基础及相关理论
第3章成都休闲农业发展条件分析
3.1研究区域界定
3.2自然条件分析
3.3农业基础条件分析
3. 4旅游基础条件分析
3. 5社会经济条件分析
3.6休闲环境条件的变化
第4章成都休闲农业发展的现状分析
4.1成都休闲农业发展阶段
4.2成都休闲农业发展状况
第5章成都休闲农业发展ASEB栅格综合分析
5.1 ASEB栅格分析在成都休闲农业发展研究中的运用
5.2 ASEB栅格分析总体结论
5. 3 ASEB栅格要素的体验需求具体分析
5. 4成都休闲农业发展存在的问题
5.5成都休闲农业发展存在问题的原因分析
第6章成都休闲农业开发策略
6.1产品开发突出文化内涵
6.2完善休闲农业产品谱系,丰富产品类型
6. 3宣传推广方式多元化,提髙知名度
6. 4增加配套服务设施,提高服务水平
6.5充分发挥政府主导作用,促进休闲农业经营者间的合作
第7章结论
7.1总结
7. 2不足与展望
参考文献
致谢
