本文選題：宋代　切入點(diǎn)：士大夫階層　出處：《浙江工商大學(xué)》2010年碩士論文　論文類型：學(xué)位論文

【摘要】： 鄉(xiāng)村旅游早就存在于歷史悠久的中國,雖有別于當(dāng)今的鄉(xiāng)村旅游,然其借鑒作用不可忽略。宋代上承漢唐,下啟明清,處于一個(gè)劃時(shí)代的轉(zhuǎn)折點(diǎn)。宋代商品經(jīng)濟(jì)在隋唐發(fā)展的基礎(chǔ)上,繼續(xù)向縱深延伸,并得到充分發(fā)展,整個(gè)商業(yè)呈現(xiàn)出空前繁榮的景象。隨著社會(huì)經(jīng)濟(jì)的高度發(fā)展,社會(huì)人員移動(dòng)的頻繁,鄉(xiāng)村旅游也展現(xiàn)了欣欣向榮的氣象。 宋代的鄉(xiāng)村旅游資源也是極其豐富多樣的,本文將其劃分為農(nóng)業(yè)景觀資源、遺址遺跡、宗教資源和鄉(xiāng)村山水資源,并探討了一下鄉(xiāng)村旅游資源的開發(fā)主體情況,認(rèn)為主要由地方官員、鄉(xiāng)村民眾和方外人士為主體進(jìn)行開發(fā),并有了初步的營銷意識(shí)。 宋代鄉(xiāng)村旅游主體上至帝王,下至平民,社會(huì)各個(gè)階層都積極參與其中。因?yàn)猷l(xiāng)村是士大夫情感的回歸地,是尋幽覓古的好場(chǎng)所,也是休閑享樂的好去處。加上鄉(xiāng)村旅游休閑活動(dòng)豐富多彩,既可欣賞田園風(fēng)光,賞花覽勝、宴飲享樂,也可以參與體驗(yàn)農(nóng)事,開展各種傳統(tǒng)游戲和活動(dòng),深得旅游主體的青睞。 在旅游設(shè)施的探討中,鄉(xiāng)村交通和鄉(xiāng)村旅店業(yè)是一個(gè)值得關(guān)注的經(jīng)濟(jì)現(xiàn)象,尤其是為人所忽略的鄉(xiāng)村旅店業(yè)。本文從鄉(xiāng)村旅店的消費(fèi)主體、經(jīng)營主體、營銷策略和經(jīng)營規(guī)模幾個(gè)方面做了粗淺的探討。鄉(xiāng)村旅店的經(jīng)營者基本是社會(huì)下層階級(jí),既有鄉(xiāng)民,也有流民,還有不法分子以此為幌子來經(jīng)營鄉(xiāng)村旅店。在其市場(chǎng)競(jìng)爭(zhēng)過程中,他們一般都采取了顧客是上帝的服務(wù)營銷和創(chuàng)建幽雅環(huán)境的營銷方式,吸引消費(fèi)主體。經(jīng)營規(guī)模通常為夫妻店、家庭店形式,規(guī)模一般都較小。也有較大規(guī)模的鄉(xiāng)村旅店,則主要是近郊或官道旁。 以史為鑒是歷史學(xué)的任務(wù)。對(duì)宋代鄉(xiāng)村旅游的考察,其最終目的是希望能給當(dāng)今的鄉(xiāng)村旅游提供一點(diǎn)借鑒,實(shí)際上古人給我們做出了相當(dāng)多的榜樣。鄉(xiāng)村旅游資源的開發(fā)和保護(hù)意識(shí),豐富的鄉(xiāng)村旅游產(chǎn)品,人性化的旅游服務(wù)等等,都值得我們當(dāng)今鄉(xiāng)村旅游經(jīng)營者借鑒。
[Abstract]:Rural tourism has long existed in China with a long history, although it is different from today's rural tourism, but its reference function can not be ignored. On the basis of the development of the Sui and Tang dynasties, the commodity economy of the Song Dynasty continued to expand in depth and was fully developed, and the whole business showed an unprecedented prosperity. The frequent movement of social personnel, rural tourism also showed a thriving weather. The rural tourism resources of the Song Dynasty are also extremely rich and diverse. This paper divides them into agricultural landscape resources, ruins, religious resources and rural landscape resources, and discusses the main development of rural tourism resources. It is mainly developed by local officials, rural people and local people, and has a preliminary marketing consciousness. In the Song Dynasty, the main body of rural tourism went up to the emperor, down to the common people, and all social strata took an active part in it. It is also a good place for leisure and enjoyment. In addition, rural tourism and leisure activities are rich and colorful. They can not only enjoy idyllic scenery, enjoy flowers and enjoy dinner, but also participate in the experience of agriculture, and carry out various traditional games and activities, which are favored by the main body of tourism. In the discussion of tourist facilities, rural transportation and rural hotel industry are an economic phenomenon that deserves attention, especially the rural hotel industry, which is neglected by people. The marketing strategy and the management scale are discussed briefly. The operators of the rural hotels are basically the lower class of the society, both the villagers and the displaced. There are also outlaws who use this as a guise to run rural hotels. In their market competition, they generally take the form of service marketing where customers are God and marketing that creates an elegant environment. The business scale is usually husband and wife shop, family shop form, the scale is generally smaller. There are also larger rural hotels, mainly in the suburbs or along the official road. Learning from history is the task of history. The ultimate purpose of the study of rural tourism in the Song Dynasty is to provide some reference for rural tourism today. In fact, the ancients have given us quite a lot of examples. The development and protection consciousness of rural tourism resources, rich rural tourism products, humanized tourism services and so on, are worthy of our current rural tourism operators.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：F592.9;K244

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