托斯卡纳发展农业旅游的经验及对我国的启示

The Development Experience of Agritourism in Toscana and the Inspiration to China

托斯卡纳是意大利农业旅游发展最为突出的大区,在世界上享有盛名。为了促进我国农业旅游的健康发展,可借鉴托斯卡纳农业旅游发展的部分成功经验。托斯卡纳发展农业旅游主要有以下经验:以法律法规规范农业旅游发展;以农业为本;以网络作为营销媒介;以乡土生活方式为卖点;以多样化的培训和学习增强农场吸引力等。由于我国农业旅游在快速发展中存在着大规模扩张、重复建设、旅游活动单一、旅游服务质量低、渐趋城市化等问题,可以借鉴的经验主要包括:1)加快国家和地方的农业旅游立法,以法律法规规范农业旅游发展,从食、住、行、游、购、娱等各方面做出制度性规定;2)准确定位农业旅游,保证农业的主体地位;3)加强旅游目的地网络基础设施建设,建立专业的农业旅游网站,发挥农业旅游网络营销优势;4)强化农业旅游的乡土性,保持当地风貌或生活习惯,强调随意休闲;5)丰富旅游活动,增强农业旅游教育性、学习性。

Toscana is the most prominent region in developing agritourism in Italy, and has great reputation in the world. The development of Toscana agritourism has following experience： laws and regulations to standardize the development of agritour- ism; agriculture-based; web as a marketing medium; the local way of life as a selling point; a variety of training and learning to enhance the attractiveness of the farm. There are many problems in the rapid development of our agritourism, such as large- scale expansion, redundant construction, single tourism activities~ low quality of tourism services, gradually to urbanization. In order to promote the healthy development of China^s agritourism, we can learn some successful experiences from Toscana agritourism, including： （1） Speed up the legislation of national and local agritourism, standardize the development of agritourism through laws and regulations, and make the institutional provisions from the aspects of food, shelter, transportation, travel, shopping and entertainment; （2） locate the position of agritourism accurately, ensure the dominant position of agriculture~ （3） strengthen the network infrastructure of tourism destination, establishment professional agritourism website, and play the advantages of agritourism internet marketing; （4） strengthen the locality of agritourism, maintain local style or habits, emphasize casual and leisure; （5） enrich tourism activities, and enhance the educational and learning meaning of agritourism.