摘要
休闲农庄是乡村旅游发展的一种常见形式，但目前国内很多农庄项目日渐呈现
出了同质化严重、粗放化经营等状况，越来越难以满足消费者的各种需求。市场期
待更高品质的农庄发展新形态，而经营发展到一定规模和阶段的大型休闲农庄自身
由于发展需要也亟待转型升级，需极力寻求更好的发展途径以实现自身的可持续发
展。特色小镇作为近年来国家和地方均大力提倡的发展新形式，尤其是农业特色小
镇，它以农业产业为基础，兼具发展旅游业，可以说将成为乡村旅游未来发展的一
种新形态和新方向，而大型休闲农庄转型升级为农业特色小镇也不失为一种不错的
选择

本文以蚌埠市禾泉农庄为实证研究对象。首先是绪论部分，介绍了本文的选题背
景、研究目的和意义、国内外研究现状以及研究内容和方法。第二部分对和本论文相
关的休闲农庄、特色小镇的概念以及旅游消费者行为、可持续发展、区域经济等理论
进行了梳理。第三部分研究了禾泉农庄的发展现状，主要分析了农庄的内部条件和外
部环境。第四部分着重分析了禾泉农庄转型升级的动因，行业遇到新威胁、市场面临
新挑战、自身遇到新困境是农庄亟待转型升级的重要动因，另外也有一些有利条件能
够助推其更顺利的转型升级。第五部分探索的是禾泉农庄转型升级的新路径。通过对
农业特色小镇建设构想的探索，结合禾泉目前自身的发展优势，得出禾泉农庄下一步
转型升级的路径可以以农业产业为主导产业，旅游产业为依托方式，农创产业作为小
镇特色产业为发展核心动力的农创特色小镇，最终实现三产融合为发展目标的可持续
发展道路。同时对小镇的建设内容进行了构想并提出了保障措施的建议。最后是结论
部分，主要是对本文进行了总结并展望了今后的研究课题

关键词：休闲农庄；转型升级；特色小镇蚌埠禾泉农庄转型升级的动因和路径研究
I
ABSTRACT
Leisure farm is one of the common kinds of rural tourism. At present time,many
domestic leisure farms cannot satisfy the needs of the tourists because they face severe
challenges,such as homogeneous competition,urbanization,intensive mode and so on.A
high quality form of rural tourism is needed. For development of some large leisure
farms themselves need, it is particularly urgent to carry out transformation and upgrading
and find a better path in order to realize sustainable development. As a new form,
Characteristic town is advocated recently.Agricultural characteristic town who contains
both agricultural industry and tourism industry is going to become a new form and
direction of rural tourism. The large leisure farms turn into the agricultural characteristic
towns are indeed find choices for their transformation and upgrading.
This study is taking Hequan farm in Bengbu City as the research object,under the
analysis of the research status at home and abroad,using studies of tourism consumption
behavior, sustainable development and regional economy as the theoretical basis, the
researching methods included literature analysis, field surveys and field interviews have
been adopted in the research. The first part of the article is the introduction which mainly
discusses on the background,aim and significance of the research, it also introduces the
research status at home and abroad, the contents, methods and the thoughts of this
research.The second part expounds the related concepts and theories. The third part
studies the current situation of marketing of Hequan Farm. It mainly analyzes the internal
conditions and the external environment of the farm. The forth part emphatically studies
the agents of transformation and upgrading of Hequan Farm and summarizes the Farm
being the mature qualification of transformation and upgrading. The fifth part clearly
explores the content of the path of transformation and upgrading. Agriculture-creative
characteristic town could become a better path for the development of Hequan Farm in
the next step. It also conceives the construction contents of the town and offers some
suggestions.The last part is the conclusion ,which concludes the thesis and prospects the
future research.
KEYWORDS: leisure farms; transformation and upgrading ; characteristic town蚌埠禾泉农庄转型升级的动因和路径研究目 录
第一章 绪论....1
第一节 选题背景1
第二节 研究目的与意义1
第三节 国内外研究现状2
一、国内研究现状.........2
二、国外研究现状.........3
第四节 研究内容和研究方法....5
一、研究内容.....5
二、研究方法.....7
第二章 相关概念和理论基础8
第一节 相关概念8
一、休闲农庄.....8
二、特色小镇.....9
第二节 相关理论基础....12
一、旅游消费者行为理论.......12
二、可持续发展理论...12
三、区域经济理论.......13
第三章 蚌埠禾泉农庄的发展现状分析......14
第一节 禾泉农庄的内部条件分析......14
一、禾泉农庄简介.......14
二、农庄的内部资源能力分析...........15
三、产品开发及经营状况分析...........18
四、农庄内部条件小结...........20
第二节 禾泉农庄外部环境分析..........21
一、农庄的宏观环境分析.......21
二、行业竞争态势和发展趋势分析...22目录第四章 禾泉农庄转型升级的动因....26
第一节 乡村旅游行业遇到新威胁......26
一、乡村旅游逐渐变质...........26
二、旅游产品品位不高...........26
三、有效的营销策略欠缺.......26
四、开发规划不科学...27
第二节 旅游消费市场面临新挑战......27
一、旅游消费者需求多样化...27
二、旅游消费群体开发不够...
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