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MBA论文_七彩蓝田休闲农业园体验式美食旅游产品开发研究

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七彩蓝田休闲农业园体验式美食旅游产品开发研究
中文摘要
随着社会逐步进入体验经济时代,旅游者越来越注重旅游体验,对美食旅游的要求也
从简单的味觉享受转变为更加多元的综合体验。休闲农业园进行体验式美食旅游产品开发
不仅能满足游客的综合体验需求,还能打造园区特色、提高产品附加值、吸引客流、促进
消费等。然而,目前国内大部分休闲农业园提供的美食旅游产品还处于初级阶段,存在特
色不足、品质不高、体验不深、缺乏文化内涵等诸多问题。
为了探寻休闲农业园开发体验式美食旅游产品的有效方式,为国内休闲农业园的开发
实践提供参考和借鉴,论文以体验经济和旅游产品开发理论作为基础理论,以七彩蓝田休
闲农业园为研究对象,采用深度访谈的方法获取该园的美食旅游资源特性及产品开发现状
等信息,通过问卷调查的方式深入了解园区主要客源群体的需求特征、产品偏好和体验满
意度,并利用 ASEB栅格分析法对这些信息进行综合分析,得出该园在活动、环境、体验
和收益方面的优势、劣势、机遇和挑战。研究得出:该园拥有独特的资源优势、产品基础
和良好的发展机遇,但在体验式美食旅游产品开发中存在着产品体系不完整、体验性不足、
市场定位不精准、缺乏文化内涵等不足,通过现有产品的体验优化和新产品的开发,能够
使产品体系更加完备,从而带动园区的发展。
因此,论文提出了针对性的开发建议,包括总体开发思路和具体开发措施。总体开发
思路旨在为园区的产品开发提供理论指导,包含开发原则、开发内容和开发流程。首先,
产品开发时应遵循主题性、市场性、差异化、参与性和文化性原则;第二,产品开发时要
围绕美食、体验项目、消费场景、纪念品和旅游线路等内容进行体验式设计;第三,应按
照调研市场需求——整合优势资源——产品体验式设计——主题产品定制的开发流程,将
园区内的美食旅游资源与市场热点需求进行整合,提炼出特色体验主题,结合主题构造体
验场景和活动项目,并根据目标客源群体需求定制出体验式美食旅游产品系列。为了让开
发建议更具实践性,论文还提出了具体的开发措施,包括现有产品优化措施、新产品开发
措施和定制产品开发措施。首先,针对园区现有美食、体验项目、纪念品和旅游线路等各
类产品存在的不足制定了一系列投入小、收效快、能落地的优化措施;第二,重点围绕园
区目前较为缺乏的主题型产品、纪念品、节庆类活动等产品类型提出了一些创新开发措施;
第三,根据园区主要客源群体及需求特征定制了一些富有特色的产品。
关键词:休闲农业园,美食旅游产品,体验旅游,旅游产品开发
I

Research on the development of experiential food tourism
products in Qicai Lantian Leisure Agricultural Park
Abstract
With the society gradually entering the era of experience economy, tourists pay more and
more attention to tourism experience, and the requirements for tourism food are also changing
from simple taste enjoyment to diversified comprehensive experience. The development of
experiential food tourism products in leisure agricultural park can not only meet the needs of
tourists' comprehensive experience, but also create park characteristics, improve product value,
attract customers and promote consumption. However, most of the food products provided by
leisure agricultural parks in China only stay at the level of eating farmhouse food and doing
farmhouse work. There are many shortcomings in the development of experiential food tourism
products, such as insufficient characteristics, low quality, poor experience, lack of cultural
connotation and so on.
In order to explore the effective model of leisure agricultural park to develop experiential
food tourism products, and to provide reference for the development practice of domestic leisure
agricultural park, this thesis focuses on the development of experiential food tourism products
from the perspective of tourists' experience, and takes Qicai Lantian Leisure Agricultural Park as
the research object. The author closely combines the theories of tourism product development
and experience economy with the practice of the Park’s product development and management.
In-depth interviews are used to obtain the information of the Park's food resource characteristics,
product types, management modes, etc. Questionnaire surveys are adopted to get the Park's main
customer groups' information, demand characteristics and experience preferences, etc. According
to all of these information, the writer chooses ASEB grid analysis method to analyze the
strengths, weaknesses, opportunities and challenges of the Park's activities, environment,
experience and revenue. In this research, it is found that the Park has unique resource advantages,
product foundation and good development opportunities, but there are still some deficiencies in
the development of experiential food tourism products, such as incomplete product system, lack
of experience, inaccurate market positioning and lack of cultural connotation. Through the
experience optimization of existing products and the development of new products, the product
system will be more complete, which can drive the development of the Park.
Therefore, this thesis establishes a development model aiming at providing effective
practical operation reference for the development of gourmet tourism products in leisure
agricultural parks including the overall development ideas and specific development measures.

The overall development idea aims to provide theoretical guidance for the product development
of the Park, containing development principles, development contents, and development process.
First of all, the principles of thematic, market-oriented, differentiated, participatory and cultural
should be followed when developing products. Secondly, the experiential design must focus on
food, experience projects, consumption scenes, souvenirs and tourist routes and so on. Thirdly,
complywith the development process of investigating market demand, integrating advantageous
resources, theme customization, experience design, the Park need to integrate the food tourism
resources with the markets' demand, extract the characteristic experience theme, customize the
products in combination with the needs of the target tourists groups, and construct the experience
scenes and activity projects that fit the theme, design an experiential food tourism product series.
Finally, in order to make the development suggestions more practical, the author puts
forward specific development measures, including existing product optimization measures, new
product development measures and customized product development measures. Firstly, a series
of upgrading measures with small investment, quick results and landing capability have been
formulated to address the shortcomings of the products in the Park, such as food, experience
items, souvenirs and tourist routes. Secondly, some innovative development measures are put
forward in order to make up for the lack of theme products, souvenirs, festival activities and
other product types. Thirdly, a number of unique experiential food tourism items and
combination routes also have been customized for the main tourist groups of the Park.
Key words: leisure agriculture park, food tourism products,
experiential travel, tourism product development
III
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