基于蓝海战略的葡萄酒旅游开发策略研究——以广西为例  

Wine tourism development strategy based on blue ocean strategy-A case study of Guangxi

作　　者：方堃[1] FANG Kun(Health and Tourism School,Nanning College for Vocational Technology,Nanning 530008,China)

机构地区：[1]南宁职业技术学院健康与旅游学院,广西南宁530008

出　　处：《中国酿造》2021年第1期212-216,共5页China Brewing

基　　金：2020年广西高校中青年教师科研基础能力提升项目(2020KY30024)。

摘　　要：基于广西三个地区536份样本数据,从受访者人口统计特征、葡萄酒文化认知程度、葡萄酒旅游感兴趣程度、葡萄酒旅游活动吸引力与意愿支付金额等内容进行统计分析,依托广西“毛葡萄”国家农产品地理标志的优势资源,运用蓝海战略关键工具设计葡萄酒旅游活动价值创新,提出积极发挥“毛葡萄酒”健康养生品牌效应,结合民族文化活动丰富葡萄酒旅游体验,设计凸显“参与式”与“沉浸式”体验的葡萄酒旅游活动等开发策略。通过打造特色“休闲农业+葡萄酒旅游”产业,推动休闲农业提档升级,实现区域经济发展,为广西打赢“脱贫攻坚战”提供创新经验与借鉴。The demographic characteristics of interviewees,wine cultural cognition degree,wine tourism interest degree,the attraction of specific wine tourism activities and willingness to pay the amount were statistically analyzed based on the surveys of 536 samples data from three regions of Guangxi.Relying on the advantaged resources of Guangxi"Wild Grape"national agricultural product geographical indication,value innovation of wine tourism activities was designed by blue ocean strategy key-value innovation tool,the"Wild Grape Wine"healthy brand effect was put forward,combined with ethnic cultural activities,the wine travel experience was enriched,the development strategies of"participatory"and"immersive"wine tourism activities design were highlighted.By creating the characteristic"Leisure Agriculture+Wine Tourism"industry,the upgrading of leisure agriculture was promoted and the regional economic development was realized to provide innovative experience for Guangxi province to win"the battle against poverty".

关 键 词：蓝海战略 葡萄酒旅游 体验 休闲农业 广西 

分 类 号：F592.7[经济管理—旅游管理]