结合国外经验论乡村振兴背景下中国乡村旅游产业转型升级

Transformation and Upgrading of China’s Rural Tourism Industry Under the Background of Rural Revitalization Combining with Foreign Experience

党的十九大将乡村振兴战略上升为国家战略,乡村旅游是实现乡村振兴的重要方法和必要手段。在对国外乡村旅游产业成功经验总结分析的基础上,结合中国乡村旅游发展现状及典型案例,主要研究目的是为中国乡村旅游的转型升级提供策略和建议。与发达国家相比,中国乡村旅游产业普遍存在政府宏观调控不足、乡村旅游产品无特色无品牌、乡村资源环境破坏严重、乡村基础设施落后等问题,严重制约了乡村旅游产业的可持续性发展。基于此,中国乡村旅游产业亟需转型升级,而产业转型升级的重要抓手在于做好市场转型、产品转型、服务转型和管理转型等方面,进而带动产业兴旺、推进乡风文明、实现治理有效、促进生活富裕、推动实现乡村振兴伟大目标。

The 19th National Congress of the Communist Party of China raised the strategy of rural revitalization to a national strategy. Rural tourism is an important method and necessary means to achieve rural revitalization. Based on the summary analysis of the successful experience of foreign rural tourism industry, combined with the current situation and typical cases of rural tourism development in China, the main research purpose is to provide strategies and suggestions for the transformation and upgrading of rural tourism in China. Compared with developed countries, China's rural tourism industry generally has problems such as insufficient government macro-control, lack of characteristics and brand of rural tourism products, serious damage to rural resources and environment, and backward rural infrastructure, which seriously restricts the sustainable development of rural tourism industry. Based on this, China's rural tourism industry is in urgent need of transformation and upgrading, and the important starting point for industrial transformation and upgrading is to do a good job in market transformation, product transformation, service transformation and management transformation, in order to promote industrial prosperity, promote rural civilization, achieve effective governance, promote the prosperity of life, and promote the great goal of rural revitalization.