【摘要】：旅游已成為現(xiàn)代生活中不可缺少的一個重要部分，通過旅游人們可以開闊眼界，增長見識，同時可以釋放工作生活壓力，愉悅心情，廣交朋友。隨著人們物質生活水平的不斷提高，人們的需求層次也在提高，選擇不再局限于普通的旅游類型，鄉(xiāng)村旅游作為一種趨向特色化，多樣化，體驗化的旅游方式，可以滿足人們更高需求的層次，且鄉(xiāng)村旅游在促民增收，，轉移農村勞動力，解決農民的就業(yè)問題，促進新農村建設等方面發(fā)揮著至關重要的作用，因此研究鄉(xiāng)村旅游發(fā)展戰(zhàn)略具有重要意義。本文以鳳縣鄉(xiāng)村旅游為研究對象，基于鳳縣鄉(xiāng)村旅游發(fā)展的現(xiàn)狀，運用SWOT分析方法結合對鳳縣鄉(xiāng)村旅游游客關于游客個人基本情況，旅游決策，以及對景區(qū)總體滿意度和各個方面的滿意度的市場調研分析對鳳縣鄉(xiāng)村旅游自身的優(yōu)勢和劣勢以及發(fā)展過程中面臨的機遇和挑戰(zhàn)進行分析，構建戰(zhàn)略矩陣，通過對比戰(zhàn)略組合進行戰(zhàn)略定位，為鳳縣鄉(xiāng)村旅游業(yè)的發(fā)展選擇戰(zhàn)略。根據(jù)選擇的戰(zhàn)略組合，制定策略并進行策略分析。最后提出針對性的對策建議，從而提高鳳縣鄉(xiāng)村旅游的市場競爭力，促進其可持續(xù)發(fā)展，進而帶動鳳縣經濟，社會，文化等全面發(fā)展。
[Abstract]:Tourism has become an indispensable part of modern life. Through tourism, people can broaden their horizons, increase their knowledge, and at the same time release the pressure of work and life, be happy and make friends. With the continuous improvement of people's material living standards, the level of people's demand is also improving, the choice is no longer limited to the ordinary types of tourism, rural tourism as a way of tourism tends to be characteristic, diversified and experiential. It can meet the higher level of people's demand, and rural tourism plays an important role in increasing the income of the people, transferring the rural labor force, solving the employment problem of farmers, promoting the construction of new countryside, and so on. Therefore, it is of great significance to study the development strategy of rural tourism. In this paper, Fengxian rural tourism as the research object, based on the current situation of Fengxian rural tourism development, using SWOT analysis method combined with Fengxian rural tourism tourists about the personal basic situation of tourists, tourism decisions, As well as the market research and analysis of the overall satisfaction and various aspects of the scenic spot satisfaction, this paper analyzes the advantages and disadvantages of Fengxian rural tourism itself, as well as the opportunities and challenges faced in the process of development, and constructs the strategic matrix. By comparing the strategic combination, the strategy is selected for the development of rural tourism in Fengxian County. According to the selected strategic combination, formulate the strategy and carry on the strategy analysis. Finally, some countermeasures and suggestions are put forward to improve the market competitiveness of rural tourism in Fengxian County, promote its sustainable development, and then promote the all-round development of economy, society and culture in Fengxian County.
【學位授予單位】：西北農林科技大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F592.7;F327

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