基于旅游从业者诉求的乡村旅游供给侧改革研究——以株洲市为例

Research on the Supply-side Reform of Rural Tourism Based on the Demands of Tourism Practitioners——Take Zhuzhou as an Example

深化乡村旅游供给侧改革是助力乡村振兴的有效途径。旅游从业者是乡村旅游供给侧的主体要素,也是乡村旅游供给侧改革的主要执行者。鉴于此,文章以株洲市三个乡村旅游地的旅游从业者为调查对象,了解他们在乡村旅游发展中的诉求,并以此为依据为乡村旅游供给侧改革提供参考。研究发现:乡村旅游从业者的“借力拉动诉求”突出,“产业链整合诉求”明显,而“内力驱动诉求”意愿相对偏弱。在此基础上,提出了多维度落地乡村旅游政策支持,多形式丰富乡村旅游产品谱系,多渠道实施乡村旅游系统营销,多层次延伸乡村旅游产业链的针对性建议。

Deepening the supply-side reform of rural tourism is an effective way to promote rural revitalization.Tourism practitioners are the main factors of rural tourism supply-side and the main executors of rural tourism supply-side reform.This paper studies the tourism practitioners in the three rural tourism destinations in Zhuzhou in an effort to understand their aspirations in the development of rural tourism,and to provide reference for the supply-side reform of rural tourism.It finds that the rural tourism practitioners'demands for“external forces”and“industrial chain integration”are obvious,while the appeal for“internal driving force”is relatively weak.On this basis,this paper puts forward some pertinent suggestions:multi-dimensional policy support,multi-formed rural tourism products,multi-channeled systematicmarketing,and multi-layered extension of rural tourism industry chain.