休闲观光农业与户外运动的复合开发策略及实证研究  

Comprehensive development of leisure agriculture and outdoor activities

作　　者：顾晓艳[1] 孟明浩[1] 俞益武[1] 

机构地区：[1]浙江农林大学旅游与健康学院,浙江临安311300

出　　处：《浙江农林大学学报》2012年第1期104-110,共7页Journal of Zhejiang A&F University

基　　金：教育部人文社会科学基金资助项目(08JA880061)

摘　　要：休闲观光农业为户外运动提供了良好的开发平台,而发展户外运动能拓展休闲观光农业发展空间,增强其发展动力,提高综合开发效益。提出休闲观光农业与户外运动复合开发框架,及相应的产品整体开发、项目耦合经营、品牌联合推广等开发策略,包括景观环境乡土化和生态化建设、活动体验化设计、文化有形化展示、经营模式合理设计、管理人才分类开发、品牌联合推广等6个方面,并以杭州富阳市永安高山农庄为例进行了实证分析。Leisure agriculture could provide a good platform for the development of outdoor activities.While the development of outdoor activities could broaden the spaces,strengthen the impetuses,and enhance the benefits of leisure agriculture development.This paper puts forward the comprehensive development frame and the strategies of leisure agriculture and outdoor activities including leisure products integrated exploitation,projects coupling management,and their combined branding,which lay in 6 ways such as the idyllization and ecological construction of landscape and environment,experiencing activities designing,culture presentation,rational design of operating pattern of enterprise,classified development of human resources,combined branding etc.Then a case study on Yong＇an Farms in Fuyang City in Zhejiang was conducted.

关 键 词：休闲观光农业 户外运动 复合开发策略 案例分析 

分 类 号：S-05[农业科学] F590.7[经济管理—旅游管理]