湖南农业旅游名牌发展战略和开发模式及对策

Study on Strategy of Top Brand and Development Mode and Countermeasures of Hunan Agriculture Tourism

本文运用旅游学、农业经济学及品牌管理理论,对湖南农业旅游名牌战略和开发模式及对策进行了系统研究。结果表明,湖南作为农业大省和旅游大省,面对日益激烈的市场竞争,实施农业旅游名牌战略已经是大势所趋;农业旅游名牌战略有利于推动农业结构和农业旅游的转型升级,有利于推动现代农业的发展,有利于扩大农业品牌、旅游品牌的发展空间。湖南农业旅游名牌成长具有区域旅游合作不断深化、农业资源优势和农业产业化的发展及新农村建设的广泛开展等良好机遇,同时也面临名牌意识淡薄、国内竞争加剧、缺少长效融资渠道及旅游人才匮乏等严峻挑战。湖南农业旅游名牌载体开发的主要模式可以划分为田园型、乡村型、科技型、农贸型四种。制订实施农业旅游名牌战略过程中,应该重点在战略思路、发展规划、区域特色、营销创新、营造环境几方面采取有力措施。

Using the theories of tourism, agricultural economics and brand management, this paper systematically studies the top brand strategy, development mode and countermeasures of Hunan agricultural tourism. Research shows that as a big province of agriculture and tourism, facing the fierce market competition, it is the general trends for Hunan to implement agricultural tourism top brand strategy. It will be helpful to promote the transformation and upgrade of the agricultural structure and agricultural tourism, to promote the development of modem agriculture, to expand the development space of agricultural brand and tourism brand. The growth of Hunan agricultural tourism brand faces not only the favorable opportunities of regional tourism cooperation deepening, agricultural resources superiority, the industrialization of agriculture and the extensively development of the new countryside construction, but also the severe challenges of weak brand consciousness, aggravating domestic competition, lacking of long-term financing channel and tourism talents. The main modes of Hunan agricultural tourism brand cartier development can be divided into four types of rural type, village type, science and technology type, agricultural trade type. So in the process of making and implementing agricultural tourism top brand strategy, strong measures should be focused on the aspects of strategy thinking, development plan, regional features, marketing innovation and environment constructing etc.