我国乡村生态旅游开发与体验经济模式分析——以湖北省十堰市郧阳区茶店镇樱桃沟村为例

Rural Ecotourism Development and Experience Economy in China——Taking Yingtaogou Village, Chadian Town, Yunyang District,Shiyan City, Hubei Province, China for Example

乡村生态旅游是为实现经济效益与保护乡村自然环境,通过旅游产品与服务吸引旅游者到乡村进行的旅游活动。而体验经济模式是从生活与情境出发,塑造感官体验和思维认同,抓住旅游者消费心理,提供旅游产品与服务体验的一种经济形态模式,主要表现出生活体验性、参与互动性、情志审美性、服务增值性和休闲娱乐性五个方面特征。促进乡村生态旅游与体验经济模式融合发展,能够推进农业供给侧结构性改革,催生休闲农业乡村生态旅游的快速发展。以湖北省十堰市郧阳区茶店镇樱桃沟村为例,结合该村生态旅游发展实际与体验经济模式,根据樱桃沟村目前拥有的景观文化型旅游产品、体验文化型旅游产品等类型旅游产品,重点开发生活体验性旅游新产品。提升旅游地品牌知名度,适当对旅游产品价格进行市场化调整,加强旅游企业与旅游者之间的有效沟通,重视员工服务态度和服务质量。不断提升对旅游者功能体验、情感体验和社会体验的服务,增加一批旅游者互动性强、参与度高的旅游情景化项目。在原有生态旅游业态基础上,加快会议会展、定制服务和创意制作等体验业态创新发展。发挥当地传统文化底蕴深厚的优势,充分挖掘地方特色文化,加强环保宣传教育,倡导现代生态旅游理念。

Rural ecotourism is a rural tourism in which local businesses provide visiting tourists with local tourist products and services in order to obtain economic benefits and protect local natural environment, and experience economy is an economic model, in which businesses, on the bases of the situation of life and consumer psychology, serve tourists and obtain economic benefits by providing them with environments of sensory experience and ideological identity. Experience economy is mainly characterized as lived experience, interactive participation, emotional taste, paid service, and leisure and recreation. The integration of rural ecotourism with experience economy can promote the structural reform of agricultural supply side and accelerate the development of leisure agriculture like rural ecotourism. Taking Yingtaogou Village, Chadian Town, Yunyang District, Shiyan City, Huhei Province, China for example, this paper analyzes the product type of rural ecotourism, the brand construction of rural ecotourism, the tourist service of experience economy, the tourist experience model of experience economy and the management model of experience economy in rural ecotourism. And based on such an analysis it is put forward that efforts should be focused on the development of new tourist products which are oriented towards lived experience according to the reality of rural ecotourism, experience economy and tourist products; the experience economy brand created and the service-based value-increase-oriented tourism model strengthened; the experience service improved, especially by developing interactive participative tourist projects; the business model of experience economy innovated, especially by strengthening the sense of reality of the lived-experience-oriented tourist situation; and the resources and value of ecological culture explored to construct the emotional-taste-oriented tourism and leisure industry.