三亚崖州乡村文化旅游的游客偏好及产品开发策略

Analyzing the Tourist Preference and Product Development Strategy of Rural Cultural Tourism in Yazhou,Sanya

本文通过三亚崖州乡村文化旅游的游客偏好分析,结合当地实际情况,提出相应的乡村文化旅游产品开发策略。通过文献调查法了解相关材料和研究成果,在此基础上借助实地调研法、问卷调查法对三亚崖州乡村文化旅游的现状进行分析,进而确定开发原则与保障措施。结果表明,三亚崖州乡村文化旅游还处于初级阶段。周末到崖州乡村进行旅游的海南本地客源需求比较明显,多数游客更倾向于体验型的乡村文化旅游。如果住宿条件好,很可能吸引到游客入住,所以要重视乡村特色民宿的打造。游客更关注文化、生态的可持续发展,但崖州乡村文化旅游缺乏知名度,这说明需要加大宣传力度,才能吸引更多的人参与。目前,基础设施、公共配套、服务水平等硬件、软件设施仍是制约乡村文化旅游发展的重要因素,应在今后开发过程中重点提升和完善。崖州乡村文化旅游的产品开发应该遵循体验经济原则、可持续发展原则。同时,应该探索崖州乡村文化旅游开发模式,完善有乡村文化特色的基础设施建设,加强本地文化的宣传教育,加强旅游路线策划及宣传,注重乡村文化的多层次开发。

Combined with the local actual situation,based on the analysis of tourists'preference of rural cultural tourism in Yazhou,Sanya,this paper puts forward the corresponding strategies for the development of rural cultural tourism products.Through the literature survey method to understand the relevant materials and research results,on this basis,with the help of field survey method and questionnaire survey method to analyze the current situation of rural cultural tourism in Yazhou,Sanya,and then determine the development principles and safeguard measures.The results show that the rural cultural tourism in Yazhou is still in the primary stage.The demand of Hainan local tourists who come to Yazhou village on weekends is obvious,and most of the tourists prefer to experience rural cultural tourism.If the accommodation conditions are good,it is likely to attract tourists to stay,so we should pay attention to the creation of rural characteristic homestay.Tourists pay more attention to the sustainable development of culture and ecology.However,Yazhou rural cultural tourism lacks popularity,which indicates that more publicity is needed to attract more people to participate.At present,infrastructure,public supporting facilities,service level and other hardware and software facilities are still important factors restricting the development of rural cultural tourism,which should be improved and improved in the future development process.The product development of rural cultural tourism in Yazhou should follow the principles of experience economy and sustainable development.At the same time,we should explore the development mode of rural cultural tourism in Yazhou,improve the infrastructure construction with rural cultural characteristics,strengthen the publicity and education of local culture,strengthen the planning and publicity of tourism routes,and pay attention to the multi-level development of rural culture.