發(fā)布時間：2018-04-28 03:55

  本文選題：SWOT分析 + 可持續(xù)發(fā)展　； 參考：《浙江農(nóng)林大學(xué)》2014年碩士論文

【摘要】：本研究以臨安市農(nóng)家樂旅游為研究對象，分析臨安市農(nóng)家樂發(fā)展歷程、特點及其成效，通過適度規(guī)模的關(guān)鍵信息人訪談和問卷調(diào)查，利用SWOT分析方法，分析臨安市農(nóng)家樂發(fā)展的內(nèi)部優(yōu)勢和劣勢，外部機遇和威脅，并提出促進(jìn)臨安市農(nóng)家樂可持續(xù)發(fā)展的策略。主要研究結(jié)論如下： （1）臨安市農(nóng)家樂旅游發(fā)展經(jīng)歷了三個階段：緩慢發(fā)展階段（2003年以前）、快速增長階段（2003年——2006年）和穩(wěn)步發(fā)展階段（2006年以后）；其特征：①從發(fā)展業(yè)態(tài)上來說，主要分為餐飲型、景區(qū)型、休閑體驗型和特色型。②從發(fā)展途徑上看，主要分為農(nóng)民自發(fā)創(chuàng)辦型、政府導(dǎo)向型。具體做法：積極營造良好發(fā)展環(huán)境、努力尋求規(guī)范經(jīng)營管理、著力樹創(chuàng)特色品牌、重點加強生態(tài)環(huán)境建設(shè)。發(fā)展成效：增加農(nóng)村勞動力就業(yè)率，帶動農(nóng)民收入增長；促進(jìn)農(nóng)村分工分業(yè)，一二三產(chǎn)協(xié)調(diào)發(fā)展；促進(jìn)農(nóng)村基礎(chǔ)設(shè)施建設(shè)，提升農(nóng)民綜合素質(zhì)；促進(jìn)城鄉(xiāng)統(tǒng)籌發(fā)展，實現(xiàn)工商資本反哺農(nóng)村。 （2）臨安市農(nóng)家樂旅游SWOT分析：①優(yōu)勢：地理位置優(yōu)越，區(qū)位交通便捷；生態(tài)環(huán)境優(yōu)良，自然資源豐富；歷史底蘊深厚，人文資源薈萃；地方特產(chǎn)豐富，旅游基礎(chǔ)堅實；經(jīng)濟(jì)發(fā)展迅速，市場潛力巨大；扶持力度加大，知名度日益凸顯。②劣勢：盲目無序開發(fā)，缺乏科學(xué)合理規(guī)劃；項目開發(fā)雷同，重復(fù)消費率低；本土文化挖掘不夠，發(fā)展缺乏后勁；經(jīng)營理念落后，人員素質(zhì)不高；宣傳力度不足，整體營銷缺乏；管理不夠到位，，產(chǎn)業(yè)鏈有待延長。③機會：發(fā)展態(tài)勢良好，宏觀環(huán)境喜人；居民收入不斷增加，休閑度假需求上升；農(nóng)村建設(shè)扎實推進(jìn)，政策環(huán)境日趨良好；工商資本積極投入，市場前景被看好。④威脅：大量資本和資源涌入，同行競爭加��；針對性政策缺失，行政審批繁瑣。 （3）促進(jìn)臨安市農(nóng)家樂旅游可持續(xù)發(fā)展的對策思路：①創(chuàng)新營銷策略，拓展旅游市場：創(chuàng)新銷售渠道，健全立體銷售網(wǎng)絡(luò)；多方參與，實行品牌化經(jīng)營。②整合生態(tài)和文化資源，創(chuàng)新發(fā)展模式：尋求長效機制，實現(xiàn)多元發(fā)展；做足鄉(xiāng)土文章，開發(fā)特色產(chǎn)品；加強生態(tài)建設(shè)，強化環(huán)保意識；③加大政策扶持力度，提高農(nóng)家樂組織化水平：理順政府管理機制，不斷加大扶持力度；科學(xué)規(guī)劃統(tǒng)籌，提升農(nóng)家樂品味；培養(yǎng)人才隊伍，提高服務(wù)水平。
[Abstract]:This study takes the Ling'an rural family music tourism as the research object, analyzes the development course, the characteristics and the effect of the agricultural family music in Ling'an, through the appropriate scale of the key information interview and the questionnaire survey, using the SWOT analysis method, analyzes the internal advantages and disadvantages, external opportunities and threats of the development of Ling'an farmhouse music, and puts forward the promotion of agricultural family music in Ling'an. The main conclusions are as follows:
(1) the development of agricultural tourism in Ling'an has gone through three stages: the stage of slow development (before 2003), the rapid growth stage (2003 - 2006) and the stage of steady development (after 2006); its characteristics are: from the development format, it is mainly divided into food and beverage, scenic, leisure experience and characteristic. It should be divided into Farmers' spontaneous and government oriented. The specific practice is to create a good environment for development, strive to seek standardized management, focus on creating special brands, and strengthen the construction of the ecological environment. The results are as follows: increasing the employment rate of rural labor, promoting the growth of farmers' income, promoting the division of labor in the rural areas, and coordinating the development of the 123 production. To promote rural infrastructure construction, improve the overall quality of farmers, promote the coordinated development of urban and rural areas, and achieve the return of industrial and commercial capital to the countryside.
(2) SWOT analysis of Ling'an farm music Tourism: advantages: superior geographical location, convenient location, good ecological environment, rich natural resources, profound historical background, rich cultural resources, rich local specialties, solid tourism foundation, rapid economic development, huge market potential, increasing support and increasingly prominent popularity. Potential: blind and unordered development, lack of scientific and rational planning; development of the same project, low rate of repeated consumption; lack of local culture mining, lack of strength of development; backward management concept, low quality of personnel; lack of publicity, lack of overall marketing; inadequate management and extension of industrial chain. 3 opportunities: good development situation, macro ring The people's income is increasing, the demand for leisure and holiday is rising, the rural construction is steadily advancing, the policy environment is getting better, the industrial and commercial capital is actively invested, the market prospect is bullish. The threat of a large number of capital and resources, the competition of the peers is aggravated, the lack of policy and the complicated administrative examination and approval.
(3) the countermeasures to promote the sustainable development of rural tourism in Ling'an are: (1) innovative marketing strategies, expansion of the tourism market, innovative marketing channels, perfect three-dimensional sales network, multi participation, and brand management. Secondly, integrating ecological and cultural resources and innovative development models: seeking long-term mechanism, realizing multiple development, and doing local literature. Chapter, develop the characteristic products, strengthen the ecological construction, strengthen the awareness of environmental protection; strengthen the policy support to improve the level of the organization of peasant family music: straightening out the government management mechanism and increasing the support; scientific planning and planning, improving the taste of farmers' music, training the talent team and raising the level of service.

【學(xué)位授予單位】：浙江農(nóng)林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F592.7;F323.4

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本文編號：1813657