洋家乐:乡村旅游创新发展的成功实践

Yang Jiale:Practice for the Innovative Development of Rural Tourism

我国乡村旅游正处于飞速发展时期,但产品同质化程度高、效益低下、环境污染严重等问题也不断凸显。在此背景下,诞生了一种由境外文化与中国乡村文化紧密融合的乡村旅游新业态——"洋家乐",为乡村旅游指出了一条品质化的创新发展道路。对"洋家乐"的发展轨迹、发展特点、创新意义进行深入剖析,从文化内涵、业态创新、经营行为、市场营销等方面汲取经验,将有助于推动乡村旅游的创新发展。

Rural tourism in China is in a period of rapid development,while there are a lot of problems emerging during this period.The birth of a revolutionary mode of rural tourism,Yang Jiale,which combines the foreign culture with Chinese rural culture,points the way to the development for the traditional rural tourism.Drawing experience from the development and characteristics of Yang Jiale,we can promote the innovative development of rural tourism.