基于RMP的京津冀区域休闲农业发展实证研究

An Empirical Study on the Development of Recreational Agriculture in Beijing-Tianjin-Hebei Region based on RMP

休闲农业是将旅游业和传统农业相结合的产物,同时也是传统农业生产经营方式的转型与创新。本文对京津冀区域RMP(资源、市场和产品等)优势进行了初步分析;通过问卷调查方式研究了京津冀区域休闲农业发展现状及存在的问题,运用因子分析可将影响消费者选择的15个因素划分为行业特征因素、宣传促销因素和人为因素3类,其中行业在服务、产品、设施和宣传等方面存在不足,有待于进一步提升;通过对京津冀消费者在过去两年(2015—2017年)参与休闲农业的次数和未来两年预计参与休闲农业次数的相关调查问卷数据进行有序回归分析,发现随着过去体验次数的增加,在未来高频率出行可能性依次提高;最后基于RMP(资源、市场和产品等)方面对京津冀休闲农业的发展提出4点建议,即打造地域特色的服务和产品,注重多种方式宣传,维护主体市场并挖掘潜力市场,打造区域品牌使龙头企业带动整体发展。

Leisure agriculture is a combination of tourism and traditional agriculture,as well as the transformation and innovation of traditional agricultural.This paper analyzed the advantages of RMP(resources,market and products)in Beijing-Tianjin-Hebei region.By means of questionnaire survey,the development status and existing problems of leisure agriculture in Beijing-Tianjin-Hebei region were studied,the fifteen factors influencing consumers'choice could be divided into three categories,including industry characteristics,promotion and human factors,among which the industry had deficiencies in services,products,facilities and publicity,need to be further improved.According to the questionnaire data of the number of consumers participating in leisure agriculture in the past two years(2015-2017)and the number of consumers expected to participate it in the next two years,the ordinal regression analysis was performed,the results showed that with the increasing of the number of past experience,the possibility of frequent travel in the future increased.Finally,based on RMP(resources,market and products,etc.),four suggestions were put forward for the development of leisure agriculture in Beijing-Tianjin-Hebei region,which included build the service and products of regional features,focus on various ways to publicize,maintain the main market and excavate potential market,and build the regional brand to lead the overall development.