略论我国乡村旅游产品开发的差异化战略——以农家乐为典型业态

On Distinctive Strategy of China's Rural Tourism Product Development——A Typical Study of Farmhouse Enjoyment Tourism

农家乐在增加农民收入、解决农村就业、实现城乡一体化等方面发挥着越来越大的作用。但经过20余年的发展,农家乐也显现出对市场缺乏细分、缺乏品牌和缺少特色的问题,其结果是抑制了农家乐的可持续发展。解决的途径是经营者在对客源市场细分的基础上实施差异化战略,即开发养生保健型乡村旅游产品的战略;开发度假型乡村旅游产品的战略;开发体验型乡村旅游产品的战略;开发休闲型乡村旅游产品的战略。而政府则应提供相应的政策和制度保障。

Farmhouse enjoyment tourism has played an increasingly important role in increasing the income of peasants, solving the problem of rural employment and achieving the rural and urban integration. However, after over 20 years＇ development, farmhouse enjoyment tourism has showed a problem of lack of market segmentation, brands and characteristics, which inhibits the sustainable development of farmhouse enjoyment tourism. The way to solve the problem is to carry out differentiation strategy on the basis of source implementation of market segmentation--development of health care-based strategy for rural tourism products; development of resort-based strategy for rural tourism products; development of experience-based strategy for rural tourism products and development of leisure-based strategy for rural tourism products. What＇s more, the Government should provide the necessary policies and institutional guarantee.