I 摘要 伴随城镇化步伐的加快，人们对旅游的消费需求变得多元化，许多城市居民向往能在休闲时光 里，体验到乡村旅游带来的田园乐趣。作为农民创收新的增长点，乡村旅游充分利用了本地的产业 优势，为乡村地区带来了良好的经济、社会效益。近年来，平通镇乡村旅游依托本地梅花观赏，吸 引了大量游客前来观光旅游，带来了前所未有的经济效益。农家乐、民宿、乡村旅馆、康养中心、 羌寨酒店等多种形式乡村旅游经营主体应运而生，但是，由于起步较晚，发展仍处于初级阶段，在 商业模式上不成熟，因而制约着乡村旅游的发展。如何让乡村旅游有稳定的、可持续发展是值得研 究的命题。 本文介绍了平通镇乡村旅游区域环境，分析了平通镇乡村旅游的资源条件、经济产业条件、政 策导向条件与市场支撑等基础条件，归纳了乡村旅游产业融合主要形式与产生影响，总结了乡村旅 游取得的主要成效；对乡村旅游经营个体、企业分布情况、主要业务等情况进行了实地调查了解。 研究发现，平通镇乡村旅游有着许多优势，地理位置优越、梅产业及其他产业条件良好、民风淳朴 的氛围，都是平通镇乡村旅游独特的价值主张，当然平通镇乡村旅游也存在着旅游产品单一、淡旺 季明显、经济收益不足等问题。这些问题最终造成乡村旅游商业模式的不合理。商业模式的不合理 也让乡村旅游产业融合不佳。对此，笔者从商业模式的四大支柱、九大要素对平通镇乡村旅游进行 了分析，利用商业画布模型对平通镇乡村旅游具有代表性的农家乐、康养中心、羌寨酒店进行了绘 制。综合来看，笔者提出乡村旅游的优化路径：坚持以游客个性为导向，整合本地产业元素，推出 四季不同的乡村旅游特色游；丰富乡村旅游功能，实现多元化。 关 键 词：乡村旅游；商业模式；产业融合 论文类型：研究报告 西南科技大学硕士学位论文 II ABSTRACT With the fast pace of urbanization, people's consumption demand of tourism has become diversified,There many urban residents desire to experience the fun from rural tourism in leisure time.As a new growing point of farmers’ income, rural tourism has fully utilized the local industrial advantages and brought good economic and social benefits to rural areas.In recent years, rural tourism in Pingtong town has attracted a large number of tourists to come for sightseeing and tourism relying on blossom viewing.Rural tourism brought unprecedented economic benefits. Various form of rural tourism operators such as farmhouses, B&B, country hotels, health center, and hotel of qiang nationality have emerged.However,the development of rural tourism in Pingtong town’s is stilling in infancy because of its late start. Immature business model restricts the development of rural tourism. So how to make rural tourism stable and sustainable is a proposition worth studying. This thesis introduced the regional environment of rural tourism in Pingtong town, analyzed the basic conditions such as resource conditions, economic and industrial conditions, policy guidance conditions and market support of rural tourism, summarized the main forms and influences of rural tourism industry integration, and summarized the main achievements of rural tourism. Through investigation to learn the distribution and main business of individual rural tourism operators and enterprises.The study found that there were many advantages in Pingtong town such as superior geographical location, good industrial conditions of plum industry and other industry, unsophisticated folkways , they became the special value proposition of Pingtong town’s rural tourism. There were also some problems in the rural tourism, such as single tourism products, obvious off-peak and peak seasons, and insufficient economic benefits.These problems finally caused the rural tourism business model became unreasonable. However the unreasonable business model also causes the poor integration of rural tourism industry.In this regard, the author analyzed the rural tourism in Pingtong town from the four pillars and nine elements of the business model, and drew the representative rural tourism in Pingtong town based on the commercial canvas model. Finally, the author put forward the optimization path of rural tourism: adhering to the tourist personality as the guide, integrating local industrial elements, and launching the rural tourism with different characteristics in four seasons; enriching functions of rural tourism to realize diversification. KEY WORDS: farm tourism; business model; integration; sustainable development TYPE OF THESIS: Research Report 目 录 III 目 录 1 绪论...................... 1 1.1研究背景 ..... 1 1.2研究目的与意义 ........................ 1 1.2.1研究目的 ......................... 1 1.2.2研究意义 ......................... 2 1.3研究内容、方法和思路 ............ 2 1.3.1研究内容 ......................... 2 1.3.2研究思路 ......................... 3 1.3.3研究方法 ......................... 3 2 文献综述、相关概念与理论基础 ...... 4 2.1文献综述 ..... 4 2.1.1国内外关于乡村旅游的研究动态 ................ 4 2.1.2国内外乡村旅游研究评述 ............................ 7 2.2相关概念 ..... 7 2.2.1乡村旅游 ......................... 7 2.2.2产业融合 ......................... 8 2.2.3商业模式 ......................... 9 2.2.4旅游产业融合 ................. 9 2.3理论基础 ... 10 2.3.1利益相关者理论 ........... 10 2.3.2体验经济理论 ............... 12 2.3.3可持续发展理论 ........... 12 2.3.4商业模式要素画布理论 .............................. 13 3 乡村旅游产业融合必要性及成功经验借鉴 ................... 15 3.1乡村旅游产业融合必要性 ...... 15 3.1.1消费需求的不断升级 ... 15 3.1.2旅游企业的互动合作 ... 16 3.1.3促进乡村旅游产业优化 .............................. 16 3.2国内外乡村旅游实践经验 ...... 17 3.2.1国外乡村旅游经验 ....... 17 3.2.2国内乡村旅游经验 ....... 18 4 平通镇乡村旅游发展及乡村旅游企业经营概况 ........... 20 西南科技大学硕士学位论文 IV 4.1平通镇区域环境介绍 .............. 20 4.2平通镇乡村旅游发展基础条件 ............................. 20 4.2.1资源环境条件 ............... 20 4.2.2经济产业条件 ............... 21 4.2.3政策导向条件 ............... 21 4.2.4市场支撑条件 ............... 21 4.3平通镇乡村旅游产业融合主要形式 ..................... 22 4.3.1平通镇乡村旅游产业融合主要形式 .......... 22 4.3.2平通镇乡村旅游产业融合带来的影响 ...... 23 4.4平通镇乡村旅游发展取得的主要成效 ................. 23 4.4.1乡村旅游发展正快速发展 .......................... 23 4.4.2“梅花经济”带动产业发展 ....................... 24 4.4.3乡村旅游扶贫效益显著 .............................. 24 4.5平通镇乡村旅游旅游经营个体与企业情况 ......... 24 4.5.1乡村旅游经营个体与企业分布情况 .......... 24 4.5.2乡村旅游经营个体与企业主要业务 .......... 25 4.5.3乡村旅游经营个体与企业注册资本情况 .. 26 5 平通镇乡村旅游商业模式要素、问题与原因分析 ....... 27 5.1平通镇乡村旅游现有商业模式要素分析 ............. 27 5.1.1产品或服务界面 ........... 27 5.1.2资产管理界面 ............... 27 5.1.3客户管理界面 ............... 28 5.1.4财务管理界面 ............... 28 5.2旅游者关于平通镇乡村旅游价值主张情况调查 . 29 5.2.1抽样方法及样本说明 ... 29 5.2.2问卷结果统计 ............... 29 5.3存在的问题 .............................. 33 5.3.1存在的具体问题 ........... 33 5.3.2问题深入剖析 ............... 34 5.4根本原因分析 .......................... 35 5.4.1产品或服务界面——多元化需求不能满足 ............................. 35 5.4.2资产管理界面——利益相关者间合作不足 ............................. 36 5.4.3客户管理界面——价值客户缺乏 .............. 36 5.4.4财务管理界面——经济效益最大化发挥不充分 ..................... 36 6 基于产业融合视角下平通镇乡村旅游商业模式优化 ... 37 6.1平通乡村旅游商业模式优化方向——全产业融合 ............................ 37 目 录 V 6.1.1产品或服务界面——个性化发展 .............. 37 6.1.2资产管理界面——融入优势资源 .............. 37 6.1.3客户管理界面——聚焦目标客户 .............. 37 6.1.4财务管理界面——改善盈利结构 .............. 37 6.2平通镇乡村旅游商业模式优化路径 ..................... 38 6.2.1坚持以游客个性特点为导向 ...................... 38 6.2.2整合本地产业元素 ....... 38 6.2.3结合实际推出四季不同特色游 .................. 39 6.2.4丰富乡村旅游功能，实现多元化 .............. 39 6.3基于产业融合的平通镇乡村旅游代表性企业商业模式优化方案 .... 39 6.3.1产品或服务界面 ........... 39 6.3.2资产管理界面 ............... 40 6.3.3客户管理界面 ............... 40 6.3.4财务管理界面 ............... 40 7 结论与展望 .........