乡村振兴背景下乡村旅游供给侧改革策略研究

Research on supply-side structural reform strategy of rural tourism under rural revitalization

在脱贫攻坚阶段,中国乡村旅游得到了初步发展,进入全面实现乡村振兴的新时期,乡村旅游出现了新的机遇和挑战。文章分析了乡村旅游助推乡村振兴的内在机理,从供给要素、供需矛盾的角度分析了乡村旅游发展中的现实困境,提出乡村旅游供给侧结构性改革的策略。建议乡村旅游以人文发展为着力点,借助文旅融合、农旅融合增加产业附加价值;通过产品创新、品质发展满足多样化旅游需求;坚持政府引导、多主体参与,构建新型乡村治理体系,以期实现乡村旅游可持续发展,助力乡村全面振兴。

Rural tourism had achieved initial development during the stage of poverty alleviation.However,when entered into the era of comprehensive rural revitalization,new challenges and opportunities have emerged.This study analyzes the intrinsic mechanism of how does the rural tourism boost rural revitalization,and analysis the practical difficulties in the development of rural tourism from the perspective of imbalance between supply and demand,finally puts forward the supply side structural reform strategy of rural tourism.This paper suggests that under the guidance of humanistic development,rural tourism can increase the additional value through the industry integration of cultural,agricultural and tourism;satisfy the diversified needs of rural tourists through product innovation and quality improvement;and build a new rural governance system by government guidance and multi-subjects'participation.Thus,the sustainable development of rural tourism can be realized and eventually promotes the comprehensive revitalization of rural areas.