广东省农民旅游发展的SWOT分析及市场开发策略

SWOT analysis and market exploiting measures of farmers’ tourism in Guangdong Province

随着"三农"政策的有效实施和农村经济的快速发展,农民收入持续增加,我国农民旅游的规模也日益扩大,且将在今后的旅游经济中发挥重要作用。作为中国改革开放前沿的广东省,随着农村经济的进一步发展,其农民旅游市场也将会得到快速发展。文章在分析中国农民旅游发展现状的基础上,借助统计资料以及对广东省7市14镇1 120户农民的问卷调查结果,运用SWOT分析法综合分析了广东省农民旅游发展的优势、劣势、机遇与挑战。在此基础上,提出了为加快广东省农民旅游市场发展的对策措施,主要包括加大宣传,引导消费、构建网络,组团旅游、产品开发,量体裁衣以及用心服务,提高质量。

Following the effective implementation of agriculture-related problems and rapid development of rural economics,farmers’ tourism in China is increasing on a considerable scale and will play an important role in the development of tourism economy.As the frontier area of the reform and opening-up in China,tourism market of farmers in Guangdong Province would develop rapidly with the further development of rural economy.Based on the developing situation of rural farmers’ tourism in China,this paper analyzed the strengths,weaknesses,opportunities and threats of farmers’ tourism using the SWOT method through the statistical data and the sampling survey of 1 120 farmers in 14 towns,7 cities in Guangdong Province.And some countermeasures were also put forward for the market development of farmers’ tourism in Guangdong Province,i.e.strengthening farmers’ tourism propaganda and guiding rational consumption,constructing network of farmers’ tourism and organizing a group to travel,developing tourism products according to actual circumstances and servicing farmer tourists with warmly heart.