乡村旅游项目经营转型升级路径——以龙海双第华侨农场“蜗牛村”为例  

Path for the development of rural tourism business——a case study on Longhai Shuangdi Farm“Snail Village”

作　　者：王平凡 杨巍嵘 王光辉[1] WANG Pingfan;YANG Weirong;WANG Guanghui(School of Cultural Tourism&Hotel Management,Zhangzhou Institute of Technology,Zhangzhou,Fujian 363000,China;Zhangzhou Culture Tourism&Healthcare Group Co.,Ltd.,Zhangzhou,Fujian 363000,China)

机构地区：[1]漳州职业技术学院文化旅游学院,福建漳州363000 [2]漳州市文旅康养集团有限公司,福建漳州363000

出　　处：《漳州职业技术学院学报》2023年第3期64-72,共9页Journal of Zhangzhou Institute of Technology

基　　金：福建省中青年教师教育科研项目(JZ180791)。

摘　　要：新时代旅游市场需求的变化、全面推进乡村振兴战略的新要求,以及产业自身面临的问题,都在催促乡村旅游转型升级。乡村旅游项目经营大致需要经历从资源转为人气,再到消费、盈利和可持续发展等不同阶段。以福建龙海双第华侨农场“蜗牛村”休闲农业园为例,调研结果显示“蜗牛村”已初具人气,但未实现稳定消费和盈利,建议从市场、产品、服务、管理等四个方面努力实现转型升级。展示了整个调研思考过程以及理论依据,以期为其它乡村旅游项目经营转型升级提供参考。The changing market demands in the tourism industry,the new requirements for comprehensive rural revitalization,and the challenges faced by the rural leisure tourism sector all call for transformation and upgrading.The development of rural leisure tourism typically involves stages from resource conversion to popularity,consumption,profitability,and sustainable growth.Using the case of the“Snail Village”Leisure Agricultural Park in Fujian’s Longhai Shuangdi Overseas Chinese Farm,this study conducted a survey and questionnaire analysis.The findings indicate that while the“Snail Village”has gained initial popularity,it has not yet achieved substantial consumption and profitability.To address this,the present study proposes transformation and upgrading strategies in four key areas:market,products,services,and management.The aim is to provide a theoretical basis and practical reference for the operation and transformation of other rural leisure tourism projects.

关 键 词：乡村振兴 休闲农业园 运营策划 地域文化 亲子游 

分 类 号：G710[文化科学—职业技术教育学]