I 摘要 党的十九大中“乡村振兴”战略的提出，开启了新时期乡村全面振兴的新篇 章。随着居民收入水平的提升和生活方式的转变，乡村旅游逐渐发展成为一种潮 流。乡村旅游作为乡村发展的重要途径，在促进乡村产业结构调整、改善人居环 境等方面具有积极的推动作用，同时也为乡村地区的经济发展注入了新的活力， 并逐渐形成了以乡村旅游为纽带，以实现乡村振兴为目标的乡村发展新模式。然 而，这种乡村旅游发展战略模式仍处在探索阶段，在具体实施过程中还存在很多 问题，需要不断调整和完善，以使乡村旅游战略实现可持续发展，并在践行乡村 振兴战略中发挥更大作用。 本文以 L 小镇作为研究对象，运用发展战略相关理论，针对 L 小镇乡村旅 游当前发展现状进行分析研究。首先以国内外关于乡村旅游方面的研究以及各地 乡村旅游发展状况为起点，通过文献资料法、实地考察法和问卷调查法等，针对 L 小镇乡村旅游发展现状、存在的问题及其原因进行分析。其次，运用 PEST 分 析法、五力模型分析法和 SWOT 分析法，从宏观、微观等角度对其所处的内外 部环境进行研究，同时从优势、劣势、机会、威胁等方面对其进行综合分析。再 次，从战略选择方面着手，制定 L 小镇乡村旅游发展战略目标等内容。最后， 根据 L 小镇实际情况，制定出 L 小镇乡村旅游发展战略，并提出相应的保障措 施，在促进 L 小镇发展的同时也对当地其他乡村有一定的借鉴和参考价值。 关键词：乡村旅游；PEST 分析；SWOT 分析；发展战略；L 小镇；乡村振兴Abstract II Abstract The strategy of "Rural Revitalization" put forward in the 19th National Congress of the Communist Party of China has opened a new chapter of the overall revitalization of rural areas in the new era. With the development of With the improvement of residents' income level and the change of their life style, rural tourism has gradually developed into a trend, rural tourism has gradually developed into a trend. As an important way of rural development, rural tourism plays an active role in promoting the adjustment of rural industrial structure and improving the human settlement environment, and it also injects new vitality into the economic development of rural areas. And gradually formed a rural tourism as a link to achieve rural revitalization as the goal of a new model of rural development. However, this strategic model of tourism development is still in the exploration stage, and there are still many problems in the specific implementation process, which need to be adjusted and improved. Make rural tourism strategy realize sustainable development, and play a greater role in the implementation of Rural Revitalization Strategy. This paper takes L town as the research object, using the theory of development strategy, analyzes the current development of rural tourism in L town. First of all, based on the research on rural tourism at home and abroad and the development of rural tourism around the country as the starting point, this paper analyzes the current situation, existing problems and reasons of rural tourism development in L town through literature, field investigation and questionnaire survey. Secondly, PEST analysis, five force model analysis and SWOT analysis are used to study the internal and external environment from the macro and micro perspectives, and at the same time, comprehensive analysis is made from the advantages, disadvantages, opportunities, threats and other aspects. Thirdly, from the aspect of strategic choice, formulate the strategic objectives of rural tourism development in L town. Finally, according to the actual situation of L town, the development strategy of L town's rural tourism is formulated, and the corresponding safeguard measures are put forward, which can not only promote the development of L Town, but also have certain reference value for other local villages. Keywords:rural tourism;PEST analysis;SWOT analysis;development strategy;L town;Rural Revitalizat目 录 III 目 录 摘要································································································I Abstract····························································································II 第 1 章 绪论..................................................................................................................1 1.1 研究背景和意义..............................................................................................1 1.1.1 研究背景................................................................................................1 1.1.2 研究意义................................................................................................1 1.2 国内外研究综述..............................................................................................2 1.2.1 国外研究现状........................................................................................2 1.2.2 国内研究现状........................................................................................4 1.2.3 国内外研究评述....................................................................................5 1.3 研究方法和内容..............................................................................................5 1.3.1 研究方法................................................................................................5 1.3.2 分析方法................................................................................................6 1.3.3 研究内容................................................................................................6 第 2 章 相关理论概述..................................................................................................7 2.1 乡村旅游..........................................................................................................7 2.1.1 乡村旅游的起源....................................................................................7 2.1.2 乡村旅游的含义....................................................................................8 2.1.3 乡村旅游与景区旅游的异同................................................................8 2.1.4 乡村旅游发展的重要意义....................................................................9 2.2 发展战略基本理论........................................................................................11 2.2.1 企业战略管理......................................................................................11 2.2.2 其它相关理论......................................................................................12 2.3 企业战略管理分析方法................................................................................13 2.3.1 PEST 分析法.........................................................................................13 2.3.2 五力模型分析法..................................................................................13 2.3.3 SWOT 分析法.......................................................................................14 2.4 本章小结........................................................................................................14 第 3 章 L 小镇乡村旅游发展现状.............................................................................15目 录 IV 3.1 L 小镇乡村旅游基本概述..............................................................................15 3.1.1 L 小镇基本情况....................................................................................15 3.1.2 经营主体情况......................................................................................15 3.2 L 小镇乡村旅游现状调查分析......................................................................15 3.2.1 调查问卷的原则..................................................................................15 3.2.2 调查问卷的设计..................................................................................16 3.2.3 调查问卷情况统计及分析..................................................................16 3.2.4 L 小镇乡村旅游发展现状及存在的问题............................................25 3.3 本章小结........................................................................................................29 第 4 章 L 小镇乡村旅游发展环境分析.....................................................................31 4.1 外部环境分析................................................................................................31 4.1.1 宏观环境分析......................................................................................31 4.1.2 微观环境分析......................................................................................33 4.2 内部环境分析................................................................................................35 4.3 SWOT 分析.....................................................................................................36 4.3.1 优势......................................................................................................36 4.3.2 劣势......................................................................................................37 4.3.3 机遇......................................................................................................38 4.3.4 挑战......................................................................................................39 4.3.5 SWOT 分析矩阵...................................................................................40 4.4 本章小结........................................................................................................41 第 5 章 L 小镇乡村旅游发展战略制定.....................................................................42 5.1 发展战略制定的原则....................................................................................42 5.2 发展战略选择................................................................................................42 5.2.1 差异化战略..........................................................................................42 5.2.2 品牌化战略..........................................................................................43 5.2.3 多元化发展战略..................................................................................44 5.3 发展战略定位................................................................................................45 5.4 发展战略实施目标........................................................................................45 5.5 本章小结........................................................................................................46 第 6 章 L 小镇乡村旅游发展保障措施.....................................................................47 6.1 政策保障........................................................................................................47 6.2 资金保障........................................................................................................47 6.3 制度保障........................................................................................................48目 录 V 6.4 人才保障........................................................................................................48 6.5 管理保障........................................................................................................49 6.6 产业保障........................................................................................................49 6.7 本章小结........................................................................................................50 结论..............................................................................................................................51