乡村旅游转型升级背景下的民宿产业定位、现状及其发展途径分析——以杭州市民宿业为例  

Analysis on the Position, Present Situation and Development Way of Guesthouse Industry under the Background of the Transformation and Upgrading of Rural Tourism:A Case Study of the Guesthouse Industry in Hangzhou

作　　者：张雪丽[1] 胡敏[1] 

机构地区：[1]浙江旅游职业学院酒店管理系,杭州311231

出　　处：《价值工程》2016年第23期101-103,共3页Value Engineering

基　　金：杭州市哲学社会科学规划重点课题(课题编号:A14GL06)

摘　　要：目前乡村旅游发展面临转型升级,民宿旅游是乡村旅游的高级发展模式。杭州的民宿旅游发展迅猛,形成独特的民宿产业发展特性,但也存在产业定位模糊、服务特色不够鲜明、营销手段比较单一、整体发展不够平衡、中低端民宿主导等诸多问题。本文通过对杭州民宿发展趋势的研究,对民宿产业进行了定位——迷你且具乡土特色的旅游服务业,并提出村落化综合发展是民宿产业良性发展的有效途径。At present, the development of rural tourism is faced with the transformation and upgrading, the guesthouse tourism is the advanced development model of rural tourism. In Hangzhou, the guesthouse tourism has rapid development, and it forms the unique characteristics of guesthouse industry. But there are also many problems, such as the industry position is fuzzy, service features are not distinctive, marketing strategy is simple, the overall development is unbalance, middle and low end guesthouses are dominant and so on. Through research on the development trend of guesthouse in Hangzhou, the mini tourism and service with local characteristics industry is carried out as the orientation of guesthouse industry. It is put forward that the villagization comprehensive development is the effective way for the healthy development of guesthouse industry.

关 键 词：转型升级 民宿 产业定位 村落化 

分 类 号：F590.3[经济管理—旅游管理]