乡村休闲旅游技术创新研究——以浙江临安白沙村为例

Technique Innovation Research on Rural Leisure Tourism:A Case Study Of Baisha Village,Linan County,Zhejiang Province

浙江的乡村休闲旅游不仅起步早而且发展快,但就其整体水平而言,尚处于发展和提升阶段,存在着诸如旅游产品单一、宏观管理欠缺、资源开发与环境保护矛盾突出等问题,迫切需要对其实行技术创新。本文以白沙村为实证对象,在分析白沙村乡村休闲旅游现状和问题的基础上,就乡村休闲旅游技术创新主要的三个方面(产品创新、管理与服务创新、营销创新)展开探讨并提出发展对策,以期对其他类似地区的乡村休闲旅游开发提供参考。

The rural leisure tourism in Zhejiang Province has an early start and a rapid development.However,it is still on a developing stage and there are still many problems such as tedious tourism products,lack of macro-level management,and conflict between resource development and environmental protection.Therefore,an urgent need for a technical innovation is exist on Zhejiang rural leisure tourism.This paper taking Baisha village as a typical case,analyzes the current status and existing problems,and discusses the main three aspects of technological innovation（product innovation,management and service innovation,marketing innovation） and proposes the development strategies.All these will provide a good reference to other similar areas of rural leisure tourism.