I 摘要 乡村振兴战略是习近平同志 2017 年 10 月 18 日在党的十九大报告中提出的重 要战略。这不仅为新时代发展乡村旅游赋予了新的使命和机遇，也提供了重要的思 想指引和行动指南。乡村旅游的发展既是国家和政府的号召，也是社会的发展趋势。 当今社会都市人群工作压力大、生活节奏块，而乡村的优美风景和静谧的环境为他 们提供了修养身心，提升生活幸福指数、放松和娱乐的场所，也符合中国老龄化社 会的发展趋势。随着近年来中国经济的迅速发展，人民生活水平的不断提高，人们 对精神财富的追求也日益增长，轻松愉悦的乡村旅游受到追捧，我国乡村地区面积 辽阔，乡村旅游还有非常大的发展空间。 绵竹市年画村拥有优美的田园风光，是国家级年画传承人陈兴才的故乡，拥有 浓厚的民俗文化底蕴，交通便利。绵竹市年画村在 2011 年 4 月 19 日获得“国家 AAAA 级旅游景区”称号。近年来其发展势头良好，也受到绵竹市委市政府等相关 部门的重视，把它当作绵竹市“酒乡画城”城市名片的一个重要招牌来进行打造。 但是随着乡村旅游遍地开花，其竞争对手也越来越多，一是开展乡村旅游的本地其 他乡镇，二是成都、绵阳周边开展乡村旅游的地方。如何能在乡村旅游地中脱颖而 出，成为年画村未来发展需要思考的课题。 本文先通过对乡村旅游和民俗旅游的相关理论进行研究，结合年画村的具体 情况，开展问卷调查，利用科学系统的统计方法，提炼出目前绵竹市年画村乡村旅 游游客期望体验的排名，得出“年画村年画氛围浓郁”是游客最期待的体验。从而 确定年画村发展乡村旅游应该围绕“年画”主题进行打造。通过问卷调查，分析得 出年画村乡村旅游开发中涉及到的主题氛围营造、主题旅游产品打造、主题旅游商 品打造、营销方面的问题，并提出了具有针对性的加强“年画”主题开发的对策， 如强化开发主题，打造“IP”、以“年画”主题开发为主线，走精品化旅游产品开 发路线、加强“年画”主题文创商品开发，形成文化创意产业、引进资金，采用股份 合作制开发模式扩大发展规模、拓宽营销渠道，提升年画村信息化水平五个方面。 期望能给其他主题乡村旅游开发起到参考作用。 关键词，乡村旅游，民俗旅游，年画，旅游开发研究ABSTRACT II ABSTRACT The rural revitalization strategy is an important strategy proposed by comrade Xi Jinping in the report to the 19th CPC national congress on October 18, 2017. This not only endows the development of rural tourism with new missions and opportunities in the new era, but also provides important ideological guidance and action guide. The development of rural tourism is not only the call of the state and the government, but also the development trend of the society. In today's society, urban citizens are under great work pressure and live at a fast pace. The beautiful scenery and quiet environment in the countryside provide them with places to cultivate themselves, improve their life happiness index, relax and entertain, which is also in line with the development trend of China's aging society. With the rapid development of China's economy in recent years and the continuous improvement of people's living standards, people's pursuit of spiritual wealth is also growing day by day. Relaxed and pleasant rural tourism become more and more popular. China's rural areas are vast, and rural tourism has very large potential. Mianzhu New Year picture village has beautiful rural scenery, is the hometown of Chen xingcai, the national New Year picture inheritor, with strong folk culture deposits and convenient transportation. Mianzhu New Year picture village won the title of national AAAA scenic spot on April 19, 2011. In recent years, its development momentum is good, also paid a lot attention by the Mianzhu municipal party committee and government and other relevant departments, as it is wine town painting city city card of an important sign to build. However, with the boom of rural tourism, there are more and more competitors: firstly, other local towns and villages carrying out rural tourism, and secondly, the surrounding areas of Chengdu and Mianyang carrying out rural tourism. How to stand out from the rural tourism destinations has become a topic that needs to be considered for the future development of the New Year painting village. We first studied rural and traditional tourism theories, and then combined these theories with specific conditions of the New Village. We were able to find out tourist expectations of MianZhu travel through questionnaires and scientifically statistical methods. Our conclusion is that “Strong Nian Hua atmosphere of the New Village” is what tourists most excited about. Therefore, the development of the New Village should be centered around “Nian Hua”. Through conducting questionnaires, figuring out coreABSTRACT III ideas of the New Village, developing main tourism products, and marketing, we found some useful ways to strength the “ Nian Hua ” idea, which include: strengthen development ideas, create “IP”, highlight “Nian Hua” core idea, develop elite tourism products, formal cultural ideas, bring in investments/funds, incorporate the joint stock cooperative system to grow business, expand marketing, improve informationalized level of the New village .We are hoping to set a good example of other traditional tourism programs. Keywords: Rural tourism, Folk tourism, New Year picture, Tourism development research目 录 IV 目 录 第一章 绪论.................................................................................................................... 1 1.1 选题背景及研究意义 ....................................................................................... 1 1.1.1 选题背景 ................................................................................................ 1 1.1.2 研究意义 ................................................................................................ 3 1.2 国内外研究进展 ............................................................................................... 4 1.2.1 国外研究进展 ........................................................................................ 4 1.2.2 国内研究进展 ........................................................................................ 4 1.3 研究方法思路 ................................................................................................... 5 1.3.1 研究方法 ................................................................................................ 5 1.3.2 研究思路 ................................................................................................ 5 1.4 文章主要内容及创新点 ................................................................................... 7 1.4.1 文章主要内容 ........................................................................................ 7 1.4.2 文章创新点 ............................................................................................ 7 第二章 乡村旅游开发理论研究.................................................................................... 9 2.1 乡村旅游的基本概述 ....................................................................................... 9 2.2 乡村旅游主题 ................................................................................................... 9 2.2.1 概述 ........................................................................................................ 9 2.2.2 分类 ...................................................................................................... 10 2.3 民俗旅游 ......................................................................................................... 10 2.3.1 概述 ...................................................................................................... 10 2.3.2 民俗旅游的分类 ...................................................................................11 2.4 乡村土地资源与旅游资源的关系 ..................................................................11 2.5 乡村旅游开发模式 ......................................................................................... 12 2.5.1 概念 ...................................................................................................... 12 2.5.2 分类 ...................................................................................................... 12 2.6 乡村旅游产品 ................................................................................................. 13 2.6.1 概念 ...................................................................................................... 13 2.6.2 分类 ...................................................................................................... 14 2.6.3 主要收入来源 ...................................................................................... 14 2.7 本章小结 ......................................................................................................... 16目 录 V 第三章 年画村开发现状.............................................................................................. 17 3.1 研究区概况 ..................................................................................................... 17 3.1.1 绵竹市概况 .......................................................................................... 17 3.1.2 年画村概况 .......................................................................................... 18 3.2 景区概览 ......................................................................................................... 18 3.3 开发模式 ......................................................................................................... 19 3.4 旅游产品类型 ................................................................................................. 19 3.5 客源地市场潜力分析 ..................................................................................... 19 3.6 年画村发展乡村旅游 SWOT 分析................................................................ 20 3.6.1 SWOT 分析........................................................................................... 20 3.6.2 SWOT 分析结论................................................................................... 23 3.7 本章小结 .......................................................................................................... 24 第四章 年画村游客对旅游体验的期望研究.............................................................. 25 4.1 研究意义 .......................................................................................................... 25 4.2 研究方法 ......................................................................................................... 25 4.3 问卷设计 .......................................................................................................... 25 4.4 调查步骤 .......................................................................................................... 25 4.5 调查对象的人口统计学分析 ......................................................................... 26 4.6 年画村游客对旅游体验的期望研究 ............................................................. 26 4.6.1 游客旅游体验期望的均值比较分析及 T 检验.................................. 28 4.6.2 游客旅游体验期望的人口学特征差异分析 ...................................... 29 4.6.3 结论 ...................................................................................................... 30 4.7 本章小结 ......................................................................................................... 31 第五章 年画村主题开发的问题与对策...................................................................... 32 5.1 研究意义 ......................................................................................................... 32 5.2 研究方法 .......................................................................................................... 32 5.2.1 问卷设计 .............................................................................................. 32 5.2.2 调查步骤 .............................................................................................. 32 5.2.3 调查对象的人口统计学分析 .............................................................. 33 5.3 年画村主题氛围营造研究 ............................................................................. 33 5.3.1 年画村主题氛围营造现状 ................................................................... 34 5.3.2 游客对年画村主题氛围的感受 .......................................................... 36 5.3.3 年画村主题氛围营造存在的问题 ....................................................... 36目 录 VI 5.4 年画村主题乡村旅游产品开发研究 .............................................................. 37 5.4.1 年画村主题乡村旅游产品的开发现状 ............................................... 38 5.4.2 游客对旅游产品的体验 ....................................................................... 40 5.4.3 年画村主题乡村旅游产品存在的问题 ............................................... 42 5.5 年画村主题乡村旅游商品打造研究 ............................................................. 42 5.5.1 年画村主题乡村旅游商品的开发现状 ............................................... 42 5.5.2 年画村主题乡村旅游商品存在的问题 ............................................... 43 5.6 年画村主题乡村旅游营销研究 ..................................................................... 44 5.6.1 年画村主题乡村旅游营销现状 ........................................................... 44 5.6.2 年画村主题乡村旅游营销存在的问题 ............................................... 45 5.7 年画村主题开发改进对策 ............................................................................. 45 5.7.1 强化开发主题，打造热门“IP” ............................................................ 45 5.7.2 以“年画”主题开发为主线，走精品化旅游产品开发路线................ 46 5.7.3 加强“年画”主题文创商品开发，形成文化创意产业........................ 47 5.7.4 引进资金，采用股份合作制开发模式扩大发展规模 ...................... 48 5.7.5 拓宽营销渠道，提升年画村信息化水平 ........................................... 49 5.8 本章小结 ......................................................................................................... 51 第六章 结论.................................................................................................................. 52 致谢............................................................................................................................ 53