發(fā)布時(shí)間：2019-05-31 18:27

【摘要】：觀光農(nóng)業(yè)是依托農(nóng)業(yè),與現(xiàn)代化旅游業(yè)結(jié)合而產(chǎn)生的新型旅游形式。觀光農(nóng)業(yè)具有生產(chǎn)、生活、生態(tài)、旅游服務(wù)等多種功能。目前,觀光農(nóng)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(nóng)業(yè)開(kāi)發(fā)為契機(jī),可以促進(jìn)平湖市旅游業(yè)、農(nóng)業(yè)的進(jìn)一步發(fā)展。 本文在已有研究成果的基礎(chǔ)上,以平湖市觀光農(nóng)業(yè)旅客市場(chǎng)為研究對(duì)象,對(duì)其進(jìn)行了問(wèn)卷調(diào)查,并積極探討了平湖觀光農(nóng)業(yè)發(fā)展優(yōu)勢(shì)和現(xiàn)狀,找準(zhǔn)平湖市觀光農(nóng)業(yè)旅客市場(chǎng)的定位,并結(jié)合實(shí)際,提出平湖旅客市場(chǎng)開(kāi)發(fā)策略。本研究立足于基層的第一手實(shí)證材料,其研究結(jié)果對(duì)平湖市觀光農(nóng)業(yè)的發(fā)展具有現(xiàn)實(shí)意義,進(jìn)一步完善了平湖觀光農(nóng)業(yè)的研究?jī)?nèi)容,為平湖計(jì)劃開(kāi)發(fā)觀光農(nóng)業(yè)的決策者們提供了理論依據(jù)。研究發(fā)現(xiàn)： (1)平湖觀光農(nóng)業(yè)旅客主要來(lái)自于嘉興五縣兩區(qū)內(nèi),周邊的中心城市也是其主要的旅客市場(chǎng)。游客認(rèn)為開(kāi)發(fā)觀光農(nóng)業(yè)很有必要,也喜歡觀光農(nóng)業(yè)這一旅游形式,但對(duì)觀光農(nóng)業(yè)旅游這個(gè)產(chǎn)品缺乏了解。 (2)平湖觀光農(nóng)業(yè)的旅客市場(chǎng)可以細(xì)分為觀光游覽型市場(chǎng)、修學(xué)旅游市場(chǎng),公務(wù)旅游市場(chǎng)、城市白領(lǐng)旅游市場(chǎng)、家庭旅游市場(chǎng)、“夕陽(yáng)紅”旅游市場(chǎng),旅行社旅游市場(chǎng)等七個(gè)市場(chǎng)。平湖觀光農(nóng)業(yè)旅客市場(chǎng)定位為三個(gè)市場(chǎng),主體市場(chǎng)為嘉興五縣兩區(qū)的居民,潛力市場(chǎng)是長(zhǎng)三角地區(qū)(不包括嘉興市)市場(chǎng),機(jī)會(huì)市場(chǎng)是我國(guó)其它地區(qū)和國(guó)外市場(chǎng)。 (3)建議開(kāi)發(fā)平湖觀光農(nóng)業(yè)旅客市場(chǎng)可以從五個(gè)方面著手：要塑造旅游形象,提升農(nóng)業(yè)觀光游覽品位；優(yōu)化旅游產(chǎn)品結(jié)構(gòu),提高產(chǎn)品質(zhì)量；樹(shù)立綠色理念,建立科學(xué)營(yíng)銷；強(qiáng)化區(qū)域合作,發(fā)揮旅行社作用；開(kāi)展個(gè)性營(yíng)銷,拉動(dòng)兩端市場(chǎng)。
[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(xué)位授予單位】：浙江農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F592.7;F327

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