利益驱动下的村落式农家乐集群经营模式研究——以苏州明月湾古村落为例  

Study on Business Model in Village-Style Farmhouse Touring Community Driven by Interests:in Case of Mingyuewan Historic Village in Suzhou City

作　　者：吴文智[1] 张薇[1] 庄志民[1] 

机构地区：[1]华东师范大学商学院旅游学系,上海200241

出　　处：《农业经济问题》2015年第6期44-51,111,共8页Issues in Agricultural Economy

基　　金：国家社科基金青年项目"民营资本介入古村镇遗产保护与旅游开发的风险;机制与政策研究"(编号:11CGL111);国家社科基金面上项目"传统村落文化遗产保护与旅游发展共赢机制研究"(编号:14BGL083)

摘　　要：村落式农家乐集群作为乡村旅游的重要形态,在发展中受到传统经营理念的桎梏而表现出诸多问题。本文以苏州市明月湾古村落为例分析发现,村落内部一般存在成熟型、潜力型、粗放型和滞后型四类农家乐经营业主,其利益诉求各有侧重,由此在满足与平衡不同利益诉求的基础上,要引导村落内部分工和专业化经营,鼓励农户纵向合作与联合体经营,补齐农家乐产业链条,实现农家乐专业化、规模化与品牌化经营,从而推进村落式农家乐集群经营创新。应积极建立相应的配套管理机制,利用当地政府和农家乐协会的力量,为农家乐分工与合作经营提供相应的公共设施、服务平台及一些专项性政策措施,改善农家乐经营的整体环境,扩大村落旅游利益分享空间。The development of village-style farmhouse touring community shows many problems.Taking Mingyuewan for example,this paper divides owners of farmhouse touring into four types:mature,potential,extensive and delayed owners,which have different interests and demands.On the basis of satisfying and balancing different owners' interests,this paper proposes an innovative business model of villagestyle farmhouse touring,of which we should guide internal division of labor and specialization,encourage the owners' cooperation and association management Meanwhile,we should establish corresponding management mechanism,offer public facilities,service platform and specific policy measures,improve the environment of farmhouse touring operation.

关 键 词：村落式 农家乐 集群经营 利益驱动 联合经营 

分 类 号：F327[经济管理—产业经济] F592.7