大连理工大学专业学位硕士学位论文
摘
要
旅游业是推进乡村振兴的重要引擎、实现乡村振兴的特色路径。党的十九大提出“实
施乡村振兴战略”，要求必须始终把解决好“三农问题”作为全党工作重中之重，坚持
农业农村优先发展。乡村旅游在挖掘乡村自然和文化资源潜能、盘活乡村闲置资源、提
高传统乡村经济附加值、调整优化传统乡村经济结构、促进农业增产农民增收农村发展
等方面具有重要作用。
位于我国西南边陲云南省中寨司莫拉佤族村，近年来搭乘国家政策红利，依托当地
丰富的特色旅游资源，大力发展乡村旅游业，助力乡村振兴。该村已于 2019年成功申
报为国家 AAA级景区，同时借助于 2020年 1月 19日，习近平总书记到访考察带来的
“司莫拉效应”为推动司莫拉佤族村在乡村旅游快速发展注入了新的动力。然而，回首
司莫拉佤族村乡村旅游发展历程，明显存在着协同效应较差，旅游产品呈现单一和同质
化现象。导致该村现有的资源、能力以及核心竞争力远未形成竞争优势，致使发展战略
不够明晰，旅游经济发展缓慢。为了进一步明确司莫拉佤族村旅游发展战略，本文试图
基于乡村旅游业外部环境分析和组织内部分析，从中准确识别机会、威胁、优势和劣势。
在此基础上，提供对可能的发展战略进行分析比较，提出司莫拉佤族村旅游发展战略及
其战略实施保障措施。目的是为了推动当地旅游经济可持续发展，带动地区居民走上致
富之路提供理论与实践支持。
本文研究内容包括一般外部环境分析，运用波特五力模型进行产业形势分析，根据
资源与能力进行内部环境分析，运用 SWOT分析识别司莫拉的优势、劣势、机会和威
胁。根据 SWOT分析，提出司莫拉乡村旅游的发展战略选择，包括乡村旅游发展战略
目标，战略实施以及战略实施保障措施。希望这些战略设想和实施方案能够为中寨司莫
拉佤族村乡村旅游发展起到一定借鉴作用。
关键词：中寨司莫拉佤族村；乡村旅游；发展战略；腾冲
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中寨司莫拉佤族乡村旅游发展战略研究
The Research on the Development Strategy of Rural Tourism in Simola
Wa village of Zhongzhai
Abstract
Tourism is not only a nontrivial engine to promote rural revitalization but also a
characteristic path to achieve rural revitalization. In the 19th National Congress of the
Chinese Communist Party, the strategies to be used for revitalizing rural society have been
proposed by various levels of governments, which are included always solving the issues
related to agriculture, rural area, and farmer as a top priority for the entire Party, and
continuing to give high priority to the developments of agriculture and rural areas as well.
Rural tourism impacts significantly on tapping the potentials of rural natural and cultural
resources, the exploitation of rural idle resources, the increase in the value added of
traditionally rural economy, the adjustment and optimization of the structures of traditionally
rural economy, the promotions for raising the agricultural production and farmers' income and
the rural development.
Simola Wa village, located at the southwest of Yunnan province, China, has been rapidly
developing the rural tourism and boosting the rural revitalization in recent years through
benefiting from the national policies and taking advantage of the rich tourism resources with
local characteristics. The village has been successfully declared as a national AAA-level
tourist attraction in 2019. Meanwhile, a "Simola effect", which was caused by a visit of the
President Xi Jinping on January 19th 2020, has given fresh impetus to the rapid development
of Simola Wa village on rural tourism. However, it is inevitable to notice that there are some
problems in the course of the development of rural tourism in Simola Wa village, such as a
poor synergistic effect and the single and homogenized products of tourism. As a result, a
lack of competitive advantage due to the present resources, the capabilities and the core
competitiveness of the village leads to the unclear development strategy and the slow
development of tourism economy. To further clarify the development strategies of tourism,
this paper focuses on the accurate identifications of opportunities, threats, advantages and
disadvantages in the Simola Wa village based on the analyses of the external environment and
the internal organization of rural tourism. On this basis, this work analyzes and compares the
possible development strategies, and puts forward the tourism development strategy of Simola
Wa village and the guarantee measures for its implementation as well. The purpose of the
paper is to promote the sustainable development of local tourism economy and to provide
theoretical and practical supports for local residents to live a better and wealthy life.
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大连理工大学专业学位硕士学位论文
This work shows primarily the analysis of the generally external environment, the
analysis of industrial situations by the use of the Porter's Five Forces model, the discussion of
internal environment in terms of resources and capabilities, and identification of the strengths,
the weaknesses, the opportunities and the threats of the Simola by exploiting SWOT analysis.
According to the results of SWOT, this paper proposes the choices of development strategy
for the Simola rural tourism, including the strategic goal of rural tourism development, the
plan of strategy implementation and the guarantee of strategy implementation. These strategic
ideas and implementation plans are expected to play a role of the rural tourism development
for the Simola Wa nationality village in Zhongzhai.
Key Words：Simola Wa village；Rural tourism；Development strategy；Tengchong
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