微旅游研究——为乡村旅游发展提供借鉴  

Research on Micro Tourism——Providing Reference for the Development of Rural Tourism

作　　者：傅为[1] 狄成杰[2] FU Wei;DI Cheng-jie

机构地区：[1]安徽外国语学院国际旅游学院,安徽合肥231201 [2]安徽外国语学院生态经济研究中心,安徽合肥231201

出　　处：《山东农业大学学报（社会科学版）》2023年第4期77-84,190,共9页Journal of Shandong Agricultural University(Social Science Edition)

基　　金：安徽省教育厅人文社科重点研究项目:安徽省乡村旅游高质量发展研究(项目编号:2022AH052805);安徽省教育厅人文社科重点研究项目“安徽省旅游高质量发展水平测度及驱动机制研究(项目编号:2023AH052315)”。

摘　　要：微旅游是旅游的一种新形态,为进一步研究微旅游的内涵,文章首先从旅游的本质和特征两方面对微旅游概念进行界定,对休闲、微旅游、微度假3个容易混淆的概念进行辨析,从而阐释基于休闲理论的微旅游构念。文章阐述微旅游的消费特征,主要体现在微主体、微影响、微时间、个性需求突出、高品质的深度体验,提出微旅游逐渐成为一种生活方式,丰富了人们的生活。研究认为微旅游分城市微旅游和乡村微度假两个种类,乡村发展微旅游即乡村微度假优势明显,微旅游符合现代乡村旅游者的需求,为乡村旅游转型升级,迈向高质量发展提供了新的思路。因此文章进一步探究基于微旅游的乡村旅游发展路径,提出整合乡村旅游资源,深入产业融合与生态农业导入,开展微营销与内容营销,实施预约制与微接待,加大乡村旅游人才培养,目的是对乡村自然和文化生态“微影响”,从而初步构建乡村微度假系统,创新乡村旅游的中国实践路径。Micro tourism is a new form of tourism.In order to further study the connotation of micro tourism,this paper first defines the concept of micro tourism from the two aspects of the essence and characteristics of tourism,discriminates and analyzes the three confusing concepts of leisure,micro tourism and micro vacation,and then explains the concept of micro tourism based on leisure theory.This paper expounds the consumption characteristics of micro tourism,which are mainly reflected in the deep experience of micro subject,micro influence,micro time,outstanding personality needs and high quality,and puts forward that micro tourism has gradually become a way of life,enriching people's life.The research shows that micro tourism can be divided into urban micro tourism and Rural Micro vacation.Rural development of micro tourism,that is,Rural Micro vacation,has obvious advantages.Micro tourism meets the needs of modern rural tourists and provides a new idea for the transformation and upgrading of rural tourism and moving towards high-quality development.Therefore,the article further explores the development path of rural tourism based on micro tourism,and proposes to integrate rural tourism resources,deepen industrial integration and ecological agriculture introduction,carry out micro marketing and content marketing,implement reservation system and micro reception,and increase the training of rural tourism talents,with the purpose of"micro impact"on rural natural and cultural ecology,so as to initially build a rural micro vacation system and innovate the Chinese practice path of rural tourism.

关 键 词：微旅游 微度假 乡村旅游 微营销 微影响 

分 类 号：F592[经济管理—旅游管理]