北京乡村民宿产业高质量发展分析——基于北京M区精品民宿的调研

Analysis on the High-quality Development of Rural Homestay Industry in Beijing——Based on the Investigation of Boutique Homestay in M District of Beijing

民宿是乡村旅游产品组合中的核心要素,不仅是农村一三产业融合发展的集中体现,更在乡村振兴和美丽乡村建设中发挥着不可替代的推动作用。随着乡村旅游产品不断提档升级,民宿高质量发展也成为民宿产业发展的必然趋势。基于对北京市M区精品民宿的问卷调查和实地调研发现,当前乡村民宿发展现状和特征在规划方面表现为设计装修风格多元化、配套设施高端舒适化;在供需匹配方面体现为立足游客差异化出游需求,提供个性化体验场景供给;在文化赋能方面表现为特色主题文化定位导向,赋予和丰富乡村民宿鲜活感和体验度;在三生融合方面表现为经济、社会、生态综合效益突出,新发展理念引领产业融合;在双创协同方面体现为经营模式范围灵活多元,创客来源广泛且年轻、高学历化。基于此,从资金保障、乡村融合、营销方式和风险应对4个层面剖析了制约民宿高质量发展的主要因素,并提出推动北京乡村民宿产业高质量发展的对策建议。

Homestay is the core element of rural tourism product portfolio. It is not only the concentrated embodiment of the integrated development of rural primary and tertiary industries, but also plays an irreplaceable improving role in rural revitalization and beautiful rural construction. With the continuous upgrading of rural tourism products, the high-quality development of homestay has also become an inevitable trend of homestay development. Based on the questionnaire survey and field investigation of boutique homestay in M district of Beijing, it was found that the current planning of Beijing rural homestay industry is characterized by diversified design, the supporting facilities are high-end and comfortable;in terms of supply and demand, the research object can provide personalized experience scenes based on the differentiated travel needs of tourists, in terms of cultural empowerment, the homestay can adhere to the orientation of characteristic theme culture, and endow and enrich the liveliness and experience of rural homestay;in terms of the triple fusion of production, life and ecology, the comprehensive economic, social and ecological benefits are outstanding, and the new development concept leads the industrial integration;in terms of innovation and entrepreneurship synergy, the scope of business model is flexible and diverse, makers come from a wide range of sources and are young and highly educated. Based on this, the main problems restricting the high-quality development of homestay were analyzed from four aspects of fund guarantee, rural integration, marketing methods and risk response, and targeted countermeasures and suggestions to promote the high-quality development of rural homestay industry in Beijing were put forward.