乡村振兴背景下乡村优质旅游发展研究--以浙江省为例

Research on the Development of Rural Quality Tourism under the Background of Rural Revitalization——Take Zhejiang Province as an example

随着乡村振兴战略在全国各地进一步的铺开,乡村旅游的发展也越来越受到国家的重视。我国乡村旅游发展至今已有40多年,乡村旅游开展得如火如荼的同时,也经历着由于经济和社会的快速发展带来的旅游需求从单一、均质向多元化的转变。因此,对乡村旅游的发展质量进行研究,是促进乡村旅游健康可持续发展的关键。本文先从马克思主义政治经济学的角度探讨优质旅游发展理念的本质和内涵,再借助浙江省发展乡村旅游的成果,分析总结出浙江省在推动乡村旅游向乡村优质旅游发展的道路上存在着运营管理机制滞后、村民参与形式单一和游客代入感差、缺乏旅游安全保障以及专业人才和队伍匮乏的问题。由此提出要科学规划乡村旅游、提高管理运营水平、提高村民参与度、深度贴合游客需求、重视安全文化建设、加大安全科技投入、加快人才培养、组建专业服务队伍的针对性措施。

With the further spread of rural revitalization strategies throughout the country,the development of rural tourism has received more and more attention from the country.The development of rural tourism in my country has been more than 40 years.While rural tourism is developing in full swing,it is also experiencing the transformation of tourism demand from single,homogeneous to diversified due to the rapid development of economy and society.Therefore,research on the development quality of rural tourism is the key to promoting the healthy and sustainable development of rural tourism.This article first discusses the essence and connotation of the concept of high-quality tourism development from the perspective of Marxist political economy,and then uses the achievements of the development of rural tourism in Zhejiang Province to analyze and conclude that Zhejiang Province is on the road to promote the development of rural tourism to rural high-quality tourism.The problems of lagging operation and management mechanism,single form of villagers'participation,poor sense of participation by tourists,lack of tourism safety guarantee,and lack of professional talents and teams.This puts forward targeted measures to scientifically plan rural tourism,improve management and operation levels,increase villager participation,deeply meet the needs of tourists,pay attention to the construction of safety culture,increase investment in safety technology,speed up personnel training,and set up professional service teams.