平湖觀光農業(yè)旅客市場分析及開發(fā)策略研究
發(fā)布時間：2019-05-31 18:27
【摘要】：觀光農業(yè)是依托農業(yè),與現代化旅游業(yè)結合而產生的新型旅游形式。觀光農業(yè)具有生產、生活、生態(tài)、旅游服務等多種功能。目前,觀光農業(yè)己成為平湖市旅游業(yè)發(fā)展的重要一部分。以觀光農業(yè)開發(fā)為契機,可以促進平湖市旅游業(yè)、農業(yè)的進一步發(fā)展。 本文在已有研究成果的基礎上,以平湖市觀光農業(yè)旅客市場為研究對象,對其進行了問卷調查,并積極探討了平湖觀光農業(yè)發(fā)展優(yōu)勢和現狀,找準平湖市觀光農業(yè)旅客市場的定位,并結合實際,提出平湖旅客市場開發(fā)策略。本研究立足于基層的第一手實證材料,其研究結果對平湖市觀光農業(yè)的發(fā)展具有現實意義,進一步完善了平湖觀光農業(yè)的研究內容,為平湖計劃開發(fā)觀光農業(yè)的決策者們提供了理論依據。研究發(fā)現： (1)平湖觀光農業(yè)旅客主要來自于嘉興五縣兩區(qū)內,周邊的中心城市也是其主要的旅客市場。游客認為開發(fā)觀光農業(yè)很有必要,也喜歡觀光農業(yè)這一旅游形式,但對觀光農業(yè)旅游這個產品缺乏了解。 (2)平湖觀光農業(yè)的旅客市場可以細分為觀光游覽型市場、修學旅游市場,公務旅游市場、城市白領旅游市場、家庭旅游市場、“夕陽紅”旅游市場,旅行社旅游市場等七個市場。平湖觀光農業(yè)旅客市場定位為三個市場,主體市場為嘉興五縣兩區(qū)的居民,潛力市場是長三角地區(qū)(不包括嘉興市)市場,機會市場是我國其它地區(qū)和國外市場。 (3)建議開發(fā)平湖觀光農業(yè)旅客市場可以從五個方面著手：要塑造旅游形象,提升農業(yè)觀光游覽品位；優(yōu)化旅游產品結構,提高產品質量；樹立綠色理念,建立科學營銷；強化區(qū)域合作,發(fā)揮旅行社作用；開展個性營銷,拉動兩端市場。
[Abstract]:Sightseeing agriculture is a new form of tourism which relies on agriculture and combines with modern tourism. Sightseeing agriculture has many functions, such as production, life, ecology, tourism service and so on. At present, sightseeing agriculture has become an important part of Pinghu tourism development. Taking the development of sightseeing agriculture as an opportunity, it can promote the further development of tourism and agriculture in Pinghu City. On the basis of the existing research results, this paper takes Pinghu sightseeing agricultural tourist market as the research object, carries on the questionnaire survey to it, and actively probes into the advantages and present situation of Pinghu sightseeing agriculture development. To find out the orientation of Pinghu sightseeing agricultural tourist market, and combined with the actual situation, put forward the development strategy of Pinghu tourist market. This study is based on the firsthand empirical materials at the grass-roots level, the results of which are of practical significance to the development of tourism agriculture in Pinghu City, and further improve the research content of Pinghu sightseeing agriculture. It provides a theoretical basis for the policymakers who plan to develop sightseeing agriculture in Pinghu. It is found that: (1) Pinghu sightseeing agricultural tourists mainly come from Jiaxing five counties and two districts, and the surrounding central city is also its main passenger market. Tourists think it is necessary to develop sightseeing agriculture, but they also like tourism agriculture, but lack of understanding of sightseeing agriculture tourism products. (2) the tourist market of Pinghu sightseeing agriculture can be divided into sightseeing and tourism market, study tourism market, official tourism market, urban white-collar tourism market, family tourism market, "sunset red" tourism market. Travel agency tourism market and other seven markets. Pinghu sightseeing agricultural tourist market is positioned as three markets, the main market is the residents of Jiaxing five counties and two districts, the potential market is the Yangtze River Delta region (excluding Jiaxing City) market, and the opportunity market is other parts of China and foreign markets. (3) it is suggested that the development of Pinghu sightseeing agricultural tourist market can be carried out from five aspects: to shape the tourism image and improve the grade of agricultural sightseeing, to optimize the structure of tourism products and improve the quality of products, to establish the green concept and to establish scientific marketing. Strengthen regional cooperation, give full play to the role of travel agencies, carry out personality marketing, pull both ends of the market.
【學位授予單位】：浙江農林大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F592.7;F327
本文編號：2489927
[Abstract]:Sightseeing agriculture is a new form of tourism which relies on agriculture and combines with modern tourism. Sightseeing agriculture has many functions, such as production, life, ecology, tourism service and so on. At present, sightseeing agriculture has become an important part of Pinghu tourism development. Taking the development of sightseeing agriculture as an opportunity, it can promote the further development of tourism and agriculture in Pinghu City. On the basis of the existing research results, this paper takes Pinghu sightseeing agricultural tourist market as the research object, carries on the questionnaire survey to it, and actively probes into the advantages and present situation of Pinghu sightseeing agriculture development. To find out the orientation of Pinghu sightseeing agricultural tourist market, and combined with the actual situation, put forward the development strategy of Pinghu tourist market. This study is based on the firsthand empirical materials at the grass-roots level, the results of which are of practical significance to the development of tourism agriculture in Pinghu City, and further improve the research content of Pinghu sightseeing agriculture. It provides a theoretical basis for the policymakers who plan to develop sightseeing agriculture in Pinghu. It is found that: (1) Pinghu sightseeing agricultural tourists mainly come from Jiaxing five counties and two districts, and the surrounding central city is also its main passenger market. Tourists think it is necessary to develop sightseeing agriculture, but they also like tourism agriculture, but lack of understanding of sightseeing agriculture tourism products. (2) the tourist market of Pinghu sightseeing agriculture can be divided into sightseeing and tourism market, study tourism market, official tourism market, urban white-collar tourism market, family tourism market, "sunset red" tourism market. Travel agency tourism market and other seven markets. Pinghu sightseeing agricultural tourist market is positioned as three markets, the main market is the residents of Jiaxing five counties and two districts, the potential market is the Yangtze River Delta region (excluding Jiaxing City) market, and the opportunity market is other parts of China and foreign markets. (3) it is suggested that the development of Pinghu sightseeing agricultural tourist market can be carried out from five aspects: to shape the tourism image and improve the grade of agricultural sightseeing, to optimize the structure of tourism products and improve the quality of products, to establish the green concept and to establish scientific marketing. Strengthen regional cooperation, give full play to the role of travel agencies, carry out personality marketing, pull both ends of the market.
【學位授予單位】：浙江農林大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F592.7;F327
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