中国农民旅游流路径扩展研究
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摘要
旅游产品具有象征意义,是社会和谐与平安的折射,是旅游者财富与健康的体现。旅游业的可持续发展离不开全体国民的参与,尤其是中国的经济发展到一定水平时,就更应该满足大多数人的消费需求,保障大多数人的消费权益,让中低收入者尤其是占我国半数以上的农民参与到旅游中去,这样的旅游市场才是均衡与合理的。离开了农民的参与,旅游业将是不完整的、甚至是残缺的,对广大的农民来说也是不公平的。因此,农民旅游市场的开发对于提升农民文化素质,扩大旅游产业规模,拓展旅游业竞争力,加快新农村建设步伐具有重要意义。特别是在当前全球金融危机等复杂的经济局势面前,发展农民旅游作为有效拉动内需的手段之一,其重要性愈加突出。但纵观国内外旅游流的研究文献,对农民旅游市场的研究甚少,学术界对此鲜有关注。由于长期对农民旅游市场开发的忽视,难免导致众多旅游资源开发与景区规划缺乏符合农民需求的旅游产品,从而使旅游业未达到应有的丰满程度。本文从拓展农民旅游流路径的角度来研究我国农民旅游市场的特性,开辟了旅游市场研究的新视野。
为了达到形成并扩展农民旅游路径流的目的,本研究从农民旅游现状分析着手,选取发达地区、中等地区和欠发达地区等三类不同层次地区作为研究范围,通过田野调查和深度访谈,结合相关的统计数据和参考资料,从微观层面将三类地区农民旅游的现实情况,包括对农民旅游态度、目的和动机、消费方式等内容进行差异分析,以期明确农民在闲暇时间、经济条件、政策、信息、交通、安全、心理状况等方面的出游需求以及欠发达地区与发达地区农民旅游发展的差距所在。在微观调查分析的基础上,构建宏观的涵盖游客流、交通流、资金流、信息流、政策流、技术流、商品流等“七大流”在内的农民旅游流系统,从系统论的角度就农民旅游活动的现象进行分析,探索农民旅游的轨迹、特点、规律等,继而从推动力和拉动力两个方向建立了农民旅游流路径扩展的双动力模型,给出了双动力模型中“七大流”的时序、流向、流量、强度等定量衡量指标及其适用条件。
同时,本文选取农民旅游开展处于国内领先地位的浙江省作为案例,以验证农民旅游流双动力模型的有效性和适用性,为研究提供实证支持。最后笔者结合微观和宏观分析,从旅游流系统的“七大流”角度分别提出优化措施,以期实现和促进农民旅游流的形成,扩展和优化农民旅游流路径的目的。
本研究独辟蹊径,选取学者和业界都未曾重视和关注的农民旅游进行深度探索,试图为开发适合农民需求的多样化的旅游产品,吸引农民体验旅游,建立统一的旅游大市场,提高农民生活质量,进而推动农村现代化、缩小城乡二元结构差距、最终为建立和谐社会贡献智慧!
Tourism products are of great significance, because they are the reflection of a peaceful and harmonious society, and also the embodiment of tourists'wealth and health. The sustainable development of tourism is closely related to the involvement of all the people of a country. In China, when the national economy has developed to a certain degree, tourism should meet the needs of most people and secure their consumption rights. So, a balanced and reasonable tourism market should involve people who are with medium income or low income, especially peasants who account for more than half of China's population. Without the involvement of peasants in tourism, China's tourist industry is incomplete, and it is also unfair for Chinese peasants. Therefore, the development of peasant tourism market is very important, since it helps to raise peasants'culture qualities, to enlarge the scale of tourist industry, and to quicken the step of China's new rural reconstruction. Under the present circumstances of global financial crisis, it is of greater significance to develop peasant tourism in order to stimulate domestic demand. However, from a wide view of literature on tourism flow, studies on peasant tourism market are few, and academic circles pay little attention to this field. Due to the long ignorance of developing peasant tourism market, it's quite natural that many of the present tourism products do not meet the needs of peasants, which results in the fact that tourist industry is not developed fully.
Under the perspective of expanding the path of peasant tourism flow, the author makes a study on the characteristics of China's peasant tourism market. Hence, a new perspective of studying the tourism market is formed.
In order to set up peasant tourism and expand the present tourism flow, this thesis begins by making analysis on the current situation of peasant tourism. Three kinds of areas are taken as subjects in the thesis:developed areas, moderately developed areas and less developed areas. By making field investigations and depth interviews, combined with relevant statistics and relevant information, the author demonstrates the differences among the three areas, including peasants'attitudes towards tourism, purposes and motivations of traveling, as well as their consumption ways. In this way, the author tries to find out peasants'demand for traveling under the following circumstances:at leisure time, at different financial state, state policy, information, transportation conditions, security, psychological statuses and so on.
Basing on the previous micro-analysis, the thesis constructs a peasant tourism system, which covers tourists flow, transportation flow, finance flow, information flow, policy flow, technology flow and commodity flow, namely the "Seven Flows". And then, the thesis makes analysis on peasant tourism phenomena from the perspective of system theory, and explores the track, the characteristics and the regular patterns of peasant tourism. Finally, the thesis creates a pull-push model for peasant tourism flow (PPPF), and puts forwards the quantitative index and the acceptability condition of the "Seven Flows", concerning the flow sequence, the flow direction, the flow quantity, and the flow intensity.
Meanwhile, to test the effectiveness and applicability of the PPPF, the thesis takes Zhejiang province, a province taking lead in peasant tourism in China, as a case study to support its empirical research. Finally, by combining micro-analysis and macro-analysis, the thesis puts forward optimization measures to solve the present problems from the perspective of tourism flow system of the "Seven Flows", hoping to promote peasant tourism, to expand and improve the peasant tourism flow.
The research is unique in that it has a deep exploration into peasant tourism, which hasn't been paid enough attention to by scholars and people working in this field. The author tries to make contributions to the society by putting forward suggestions to develop various tourism products to meet peasants'needs, to attract peasants to experience tourism, to set up a big, unified tourism market, to raise peasants'living standard, to quicken the step of agriculture modernization, and to narrow the gap of dual economic structure between urban and rural areas.
为了达到形成并扩展农民旅游路径流的目的,本研究从农民旅游现状分析着手,选取发达地区、中等地区和欠发达地区等三类不同层次地区作为研究范围,通过田野调查和深度访谈,结合相关的统计数据和参考资料,从微观层面将三类地区农民旅游的现实情况,包括对农民旅游态度、目的和动机、消费方式等内容进行差异分析,以期明确农民在闲暇时间、经济条件、政策、信息、交通、安全、心理状况等方面的出游需求以及欠发达地区与发达地区农民旅游发展的差距所在。在微观调查分析的基础上,构建宏观的涵盖游客流、交通流、资金流、信息流、政策流、技术流、商品流等“七大流”在内的农民旅游流系统,从系统论的角度就农民旅游活动的现象进行分析,探索农民旅游的轨迹、特点、规律等,继而从推动力和拉动力两个方向建立了农民旅游流路径扩展的双动力模型,给出了双动力模型中“七大流”的时序、流向、流量、强度等定量衡量指标及其适用条件。
同时,本文选取农民旅游开展处于国内领先地位的浙江省作为案例,以验证农民旅游流双动力模型的有效性和适用性,为研究提供实证支持。最后笔者结合微观和宏观分析,从旅游流系统的“七大流”角度分别提出优化措施,以期实现和促进农民旅游流的形成,扩展和优化农民旅游流路径的目的。
本研究独辟蹊径,选取学者和业界都未曾重视和关注的农民旅游进行深度探索,试图为开发适合农民需求的多样化的旅游产品,吸引农民体验旅游,建立统一的旅游大市场,提高农民生活质量,进而推动农村现代化、缩小城乡二元结构差距、最终为建立和谐社会贡献智慧!
Tourism products are of great significance, because they are the reflection of a peaceful and harmonious society, and also the embodiment of tourists'wealth and health. The sustainable development of tourism is closely related to the involvement of all the people of a country. In China, when the national economy has developed to a certain degree, tourism should meet the needs of most people and secure their consumption rights. So, a balanced and reasonable tourism market should involve people who are with medium income or low income, especially peasants who account for more than half of China's population. Without the involvement of peasants in tourism, China's tourist industry is incomplete, and it is also unfair for Chinese peasants. Therefore, the development of peasant tourism market is very important, since it helps to raise peasants'culture qualities, to enlarge the scale of tourist industry, and to quicken the step of China's new rural reconstruction. Under the present circumstances of global financial crisis, it is of greater significance to develop peasant tourism in order to stimulate domestic demand. However, from a wide view of literature on tourism flow, studies on peasant tourism market are few, and academic circles pay little attention to this field. Due to the long ignorance of developing peasant tourism market, it's quite natural that many of the present tourism products do not meet the needs of peasants, which results in the fact that tourist industry is not developed fully.
Under the perspective of expanding the path of peasant tourism flow, the author makes a study on the characteristics of China's peasant tourism market. Hence, a new perspective of studying the tourism market is formed.
In order to set up peasant tourism and expand the present tourism flow, this thesis begins by making analysis on the current situation of peasant tourism. Three kinds of areas are taken as subjects in the thesis:developed areas, moderately developed areas and less developed areas. By making field investigations and depth interviews, combined with relevant statistics and relevant information, the author demonstrates the differences among the three areas, including peasants'attitudes towards tourism, purposes and motivations of traveling, as well as their consumption ways. In this way, the author tries to find out peasants'demand for traveling under the following circumstances:at leisure time, at different financial state, state policy, information, transportation conditions, security, psychological statuses and so on.
Basing on the previous micro-analysis, the thesis constructs a peasant tourism system, which covers tourists flow, transportation flow, finance flow, information flow, policy flow, technology flow and commodity flow, namely the "Seven Flows". And then, the thesis makes analysis on peasant tourism phenomena from the perspective of system theory, and explores the track, the characteristics and the regular patterns of peasant tourism. Finally, the thesis creates a pull-push model for peasant tourism flow (PPPF), and puts forwards the quantitative index and the acceptability condition of the "Seven Flows", concerning the flow sequence, the flow direction, the flow quantity, and the flow intensity.
Meanwhile, to test the effectiveness and applicability of the PPPF, the thesis takes Zhejiang province, a province taking lead in peasant tourism in China, as a case study to support its empirical research. Finally, by combining micro-analysis and macro-analysis, the thesis puts forward optimization measures to solve the present problems from the perspective of tourism flow system of the "Seven Flows", hoping to promote peasant tourism, to expand and improve the peasant tourism flow.
The research is unique in that it has a deep exploration into peasant tourism, which hasn't been paid enough attention to by scholars and people working in this field. The author tries to make contributions to the society by putting forward suggestions to develop various tourism products to meet peasants'needs, to attract peasants to experience tourism, to set up a big, unified tourism market, to raise peasants'living standard, to quicken the step of agriculture modernization, and to narrow the gap of dual economic structure between urban and rural areas.
引文
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19 引自薛莹.旅游流的区域内聚研究——以江浙沪地区为例[D].华东师范大学博士学位论文：17。
48 扬州旅游论坛http://www.yzlyw.com/bbs/dispbbs.asp?boardid=7&Id=203.
49 湖州市人民政府网站http://huzhou.gov.cn/citizen/docdetail.jsp?doc_id=20060822085044_106
50 浙江省人民政府网http://www.zhejiang.gov.cn/gb/zjnew/node3/node22/node170/node2549/userobject9ai35253.html
51 中国·湖州门户网站：http://www.huzhou.gov.cn/view_0.aspx?cid=550&id=712&navindex=22
52 我国启动“家电下乡”试点农民买家电将获补贴.新华网http://news.xinhuanet.com.2007-12-22.
3 谁来为农民旅游量体裁衣?安徽农网http://www.ahnw.gov.cn,2004-1-15.来源：农民日报.
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55 烟台旅游局：发展“旅游下乡http://travel.163.com/10/0128/11/5U42IVHL00063IAU.html,2010.3.14.
56 生活观察：农民旅游,亟待开拓的市场http://news.qq.com/a/20090925/001586.htm,2009,9,25.
57 国民休闲计划明年出台 减税增收拉动消费.乐途旅游网http://chn.lotour.com.2008-12-5来源：新华网
58 尹卫国.“国民休闲计划”莫缺失对穷人的资助,http://news.163.com.2009-03-22来源：金羊网-羊城晚报(广州)
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60 政府主导、农民主体、市场运作、社会参与,积极探索新农村建设的“汨罗模式”——桃林寺镇新农村建设的调查与思考http://www.miluo.gov.cn/theory/zttt/19573.html.2009,5,18.
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49 湖州市人民政府网站http://huzhou.gov.cn/citizen/docdetail.jsp?doc_id=20060822085044_106
50 浙江省人民政府网http://www.zhejiang.gov.cn/gb/zjnew/node3/node22/node170/node2549/userobject9ai35253.html
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3 谁来为农民旅游量体裁衣?安徽农网http://www.ahnw.gov.cn,2004-1-15.来源：农民日报.
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