基于RMCP模型的农教文旅融合产品设计研究——以多兴庄园为例

Research on integrated product system of agriculture-education-culturetourismbased on RMCP model ——A case study of Duoxing Hacienda

伴随着社会主要矛盾的转变,休闲农业市场供需关系呈现从“数量短缺型”向“优质不足型”转变的态势。如何提质增效转型升级成为休闲农业发展的关键问题。本文将农教文旅融合发展理念与休闲农业产业升级相结合,运用RMCP模型,从自然资源、客源市场、主要客户群、休闲农业产品四个方面对天津市多兴庄园展开实证研究分析,最终实现农教文旅融合产品与活动体系设计,为新时代天津休闲农业产业高质量发展提供了理论支撑和实践参考。

With the transformation of the main social contradictions,the supply-demand relationship of leisure agriculture market presents a trend of transformation from“quantity shortage type”to“quality shortage type”.How to improve quality and efficiency,transformation and upgrading has become the key problem of leisure agriculture development.This paper combines the concept of integrated development of agriculture-education-culture-tourism with the upgrading of leisure agriculture industry,and uses the RMCP model to carry out empirical research and analysis on Tianjin Duoxing Hacienda from four aspects of natural resources,tourist source market,main customer groups and leisure agricultural products.Finally,the design of products and activity system integrating agriculture-education-culture-tourism will be realized in order to provide theoretical support and practice reference for the high-quality development of leisure agriculture industry in Tianjin in the new era.