我国乡村旅游业的蓬勃发展带来了资源在城市与乡村间的相互流动，形成了旅游 经济活动下城市与乡村在物理空间与组织结构框架内的新发展路径，乡村旅游地功能 得到进一步扩大并逐步发展为新的空间形式，进而对乡村旅游地的社会组织、经济结 构、产业比值等产生深远影响。虚拟空间的扩散发展、空间要素的跨区域流动、空间 与社会的跨学科聚焦等作为较为新颖的课题，尚未运用于乡村旅游领域。因此，本文 将研究策略聚焦于这些新的形势与变化上，积极研究探索乡村旅游地新的空间理论和 市场经济开发策略，对于乡村旅游市场开发的实践需求和旅游流动空间的前沿理论具 有探索性意义。 本文以乡村旅游流动空间理论和乡村旅游市场开发理论为研究基础，力图从流动 空间视角下，研究乡村旅游市场开发的新路径，并提出了韩杖子村旅游流动空间市场 开发的新策略。具体而言，本文深入研究了：乡村旅游流动空间的概念，指出乡村旅 游地流动空间表现为在网络信息社会中，乡村旅游地的产业、组织和社会功能在实体 空间与虚拟空间共生的流动空间中进行快速的流动；乡村旅游流动空间要素，提出乡 村旅游流动空间由节点要素、流要素、执行性要素构成；乡村旅游市场开发模式研究， 提出企业+村民、社区+企业+村民、整体租赁模式、村集体企业模式四种乡村旅游市 场开发模式，并详细论述了几种旅游市场开发模式的优势与缺陷；通过对韩杖子村旅 游流动空间要素分析，构建了韩杖子村旅游流动空间运行体系，指出在流动空间中实 现韩杖子村旅游市场开发的可能性，并在理论建构的基础上提出建立执行性要素的共 同治理理念、实现节点利益共享、加深流要素全区域联结的旅游市场开发策略。 关键词：流动空间，市场开发，乡村旅游II Development of Tourism Market of Hanzhangzi Village in Qinhuangdao From the Perspective of Mobile Space Abstract The vigorous development of rural tourism in China has brought about the mutual flow of resources between cities and villages, and formed a new development path between cities and villages within the framework of physical space and organizational structure under tourism economic activities. The function of rural tourism destination has been further expanded and gradually developed into a new spatial form, and then rural tourism. The social organization, economic structure and industrial ratio of the land have a far-reaching impact. The diffusion and development of virtual space, the interregional flow of spatial elements, and the interdisciplinary focus of space and society are relatively new topics, which have not yet been applied in the field of rural tourism. Therefore, this paper will focus on these new situations and changes, actively study and explore new spatial theory and market economy development strategy of rural tourism destinations, which has Exploratory Significance for the practical needs of rural tourism market development and the frontier theory of tourism mobile space. Based on the theory of rural tourism flowing space and the theory of rural tourism market development, this paper tries to study the new path of rural tourism market development from the perspective of flowing space, and puts forward the new strategy of Hanzhangzi village tourism flowing space market development. Specifically, this paper deeply studies the concept of rural tourism mobile space, pointing out that rural tourism mobile space is manifested in the network information society, rural tourism industry, organization and social functions in the physical space and virtual space coexist in the mobile space for rapid flow; rural tourism mobile space should be Sufficiently, the paper puts forward that rural tourism mobile space is composed of node elements, flow elements and executive elements; the development model of rural tourism market, puts forward four development models of rural tourism market: enterprise + villagers, community + enterprise + villagers, overall leasing model and village collective enterprise model, and elaborates on several tourism market development models in detail. The advantages andIII disadvantages of the model; through the analysis of the spatial elements of tourism flow in Hanzhangzi Village, the paper constructs the spatial operation system of tourism flow in Hanzhangzi Village, points out the possibility of realizing the development of tourism market in the mobile space, and puts forward the idea and Realization of Co-governance of implementing elements on the basis of theoretical construction. The tourism market development strategy of sharing the interests of nodes and deepening the regional linkage of all essential elements. Key Words：mobile space，market development，rural tourismIV 目录 摘要........................................................................................................................................I Abstract..................................................................................................................................II 第 1 章 绪论......................................................................................................................... 1 1.1 研究背景 ................................................................................................................ 1 1.2 理论意义与实践意义 ............................................................................................ 1 1.3 研究现状 ................................................................................................................ 2 1.3.1 乡村旅游流动空间研究现状 ...................................................................... 2 1.3.2 乡村旅游市场开发研究现状 ...................................................................... 3 1.4 研究方法与研究思路 ............................................................................................ 4 1.4.1 研究方法 ...................................................................................................... 4 1.4.2 研究思路 ...................................................................................................... 4 第 2 章 乡村旅游流动空间与市场开发的相关理论......................................................... 6 2.1 乡村旅游流动空间概念 ........................................................................................ 6 2.2 乡村旅游流动空间要素 ........................................................................................ 7 2.2.1 节点要素 ...................................................................................................... 7 2.2.2 流要素 .......................................................................................................... 8 2.2.3 执行性要素 .................................................................................................. 8 2.3 乡村旅游地流动空间节点要素的选择 ................................................................ 9 2.3.1 节点的旅游发展条件 .................................................................................. 9 2.3.2 节点的流要素发展条件 .............................................................................. 9 2.4 乡村旅游市场开发模式 ...................................................................................... 10 2.4.1 企业+村民模式.......................................................................................... 10 2.4.2 协会+企业+村民模式................................................................................ 11 2.4.3 整体租赁模式 ............................................................................................ 11 2.4.4 乡村集体企业法人模式 ............................................................................ 12 第 3 章 韩杖子村旅游流动空间与旅游资源的现状....................................................... 13 3.1 韩杖子村基本情况 .............................................................................................. 13V 3.2 韩杖子村旅游流动空间的要素分析 .................................................................. 13 3.2.1 节点要素——秦皇岛与承德市 ................................................................ 13 3.2.2 流要素——信息与交通网络 .................................................................... 16 3.2.3 支配性要素——本地村民与跨区域居民 ................................................ 18 3.3 韩杖子村旅游市场的资源基础 .......................................................................... 18 3.3.1 地理区位条件 ............................................................................................ 18 3.3.2 旅游资源基础 ............................................................................................ 19 3.3.3 旅游基础设施 ............................................................................................ 20 第 4 章 韩杖子村流动空间旅游市场开发的制度设计................................................... 21 4.1 韩杖子村旅游流动空间的动力运行机制 .......................................................... 21 4.1.1 节点要素的互动力 .................................................................................... 21 4.1.2 流要素的中介力 ........................................................................................ 22 4.1.3 执行性要素的源动力 ................................................................................ 22 4.2 韩杖子村“政府+企业+村民”旅游市场开发模式.......................................... 23 4.2.1 韩杖子村资源基础对旅游市场开发的影响 ............................................ 23 4.2.2 韩杖子村旅游市场开发模式的选择 ........................................................ 24 4.3 流动空间中韩杖子村旅游市场开发的策略分析 .............................................. 25 4.3.1 运营主体：建立执行性要素的共同治理意识 ........................................ 25 4.3.2 旅游产品：实现节点要素的利益共享 .................................................... 25 4.3.3 渠道建设：加深流要素的全区域联结 .................................................... 26 第 5 章 韩杖子村流动空间旅游市场开发的具体实践................................................... 28 5.1 运营主体 .............................................................................................................. 28 5.1.1 政府、企业、乡村旅游合作社的职能 .................................................... 28 5.1.2 “政府+企业+乡村旅游合作社”的操作方式........................................ 29 5.2 旅游产品 .............................................................................................................. 29 5.2.1 秦皇岛承德市城市合作项目 .................................................................... 30 5.2.2 乡村节点体验项目 .................................................................................... 30 5.3 渠道建设 .............................................................................................................. 30 5.3.1 全渠道网络营销 ........................................................................................ 31 5.3.2 碎片化网络营销 ........................................................................................ 31 第 6 章 结论....................................................................................................................... 33