山东省发展乡村旅游业的策略探究

　　摘要

　　改革开放三十年来，随着我国经济的不断发展和人民生活水平的不断提高，人们对精神文明和文化生活的追求也F1趋丰富，城市居民渴望逃离城市去乡村探幽访古、纵情山水、休闲娱乐，因此，乡村旅游在中国兴起并不断发展壮大。根据全国第六次人口普查数据显示，目前，山东省常住人口 9879万，其中城市人口5370万。2012年，山东省实现生产总值5万亿元，同比增长9.8%,人均生产总值超过5万元，城镇居民人均可支配收入2.6万元。城市化水平的提升、居民可支配收入的增加，这些都为山东省发展乡村旅游业提供了良好的契机，促进了山东省乡村旅游业的蓬勃发展。

　　本篇文章对乡村旅游、旅游产业链等概念进行了阐述，对国内外发展乡村旅游成功的案例进行了比较分析，对前人关于乡村旅游的研究进行了进一步梳理，并在此基础上运用文献分析、内容分析、对比分析等方法对山东省发展乡村旅游业幵展的优势和当前存在的问题进行了剖析，提出了山东省发展乡村旅游业可采取的对策和建议。

　　山东省发展乡村旅游业具有的优势是区位条件优越、经济发达、居民收入水平高、自然和人文景观丰富，民风淳朴等。但仍有较多问题困扰着山东省乡村旅游业健康、快速、持续发展发展，主要表现在乡村旅游产品不精、基础设施不完善、市场营销不够、经营主体力量弱小、缺乏专业人才等，这些问题严重制约着山东省乡村旅游业的发展。如何突破这些制约，解决好这些问题，不仅对山东省乡村旅游业自身的发展而且对整个山东省农村社会经济的快速、健康、持续发展都具有重大意义。

　　山东省要实现乡村旅游业的进一步发展和繁荣，应采取深度开发乡村旅游产品，提闻乡村旅游产品质量；儿善乡村旅游的基础设施，提升旅游服务水平；延伸乡村旅游产业链，实现乡村旅游产业链各个环节的良性互动；着力培养乡村旅游的专业人才；加强乡村旅游的市场营销；壮大乡村旅游开发主体，发展现阶段符合山东省实际的乡村旅游合作社等措施。

　　关键词：乡村旅游旅游产业链旅游营销合作社

　　ABSTRACT

　　Thirty years of reform and opening up, with the continuous development of oureconomy and the improvement of people's living standard, people's pursuit of thespiritual and cultural life is increasingly rich, city residents eager to escape from the cityto the country of Cuba,indulge landscape,leisure and entertainment, therefore, ruraltourism in China began to rise and development. According to the sixth national censusdata show that, at present, 98.7 millions resident population in Shandong Province,thecity population is 53.7 millions. In 2012, Shandong province to achieve GDP 5 hundredmillions yuan, an increase of 9.8%, the per capita GDP of more than 50000 yuan, percapita disposable income of urban residents 26000 yuan. City of level of ascension, thedisposable income of residents increased for the development of rural tourism industryin Shandong province to provide a good opportunity.

　　The article elaborates the concept of rural tourism, the tourism industry chain,thesuccessful case of rural tourism development at home and abroad on the basis ofcomparative analysis, research on rural tourism was further comb, and on this basis,using literature analysis, content analysis, comparative analysis and other methods ofShandong province to the development of rural tourism the advantages and existingproblems, put forward the development of rural tourism industry in Shandong Province,countermeasures and suggestions.

　　Research thinks, the development of Shandong province rural tourism hasadvantage of location, developed economy,high income, natural and human landscaperich,simple folk customs. But there are still many problems of Shandong province ruraltourism industry health, rapid, sustainable development, mainly in the rural tourismproduct is not fine, inadequate infrastructure, marketing, management main body is notweak, lack of professional talents. It seriously affects the development of rural tourismindustry in Shandong province. How to break through these constraints, these problemsare solved, not only to the Shandong province rural tourism development of rural socialeconomy and the whole of Shandong province fast,health, sustainable development isof great significance.

　　After research and analysis, the article thinks, Shandong province to achieve ruraltourism further development and prosperity, should take the rural tourism productsdepth development of rural tourism, improve product quality; to improve theinfrastructure of rural tourism,to enhance the level of tourism service; extending ruraltourism industry chain, the benign interaction realized all aspects of rural tourismindustry chain; focus developing rural tourism professionals; to strengthen the ruraltourism marketing; growth development main body of rural tourism development at thepresent stage, according to the Shandong province actual rural tourism cooperativemeasures.

　　Keywords: rural tourism industry chain of tourism marketing marketing managementcooperation
 

　　目录

　　摘要

　　ABSTRACT

　　第1章绪论

　　1.1选题背景

　　1.2研究意义

　　1.3研究内容和研究框架

　　1.4研究方法

　　1.5研究创新

　　第2章文献综述

　　2.1乡村旅游相关概念研究

　　2.2乡村旅游兴起动因研究

　　2.3乡村旅游的特点及类型研究

　　2.4乡村旅游的开发和管理研究

　　2.5国内外乡村旅游研究比较

　　2.6国内乡村旅游研究有待深入的问题

　　第3章乡村旅游案例比较分析

　　3.1国内乡村旅游成功案例

　　3.2国外乡村旅游失败案例

　　3.3国外乡村旅游发展案例

　　3.4乡村旅游业开发案例的启发

　　第4章山东省乡村旅游发展状况

　　4.1山东省乡村旅游发展状况

　　4.2山东省乡村旅游发展存在的问题

　　4.3山东省乡村旅游发展状况分析总结

　　4.4山东省乡村旅游发展面临的机遇

　　第5章山东省乡村旅游发展策略

　　5.1深度开发乡村旅游产品，提高乡村旅游产品质量

　　5.2完善乡村旅游的基础设施，提升旅游服务水平

　　5.3延伸乡村旅游产业链

　　5.4培养乡村旅游的专业人才

　　5.5加强乡村旅游的市场营销

　　5.6壮大乡村旅游业开发主体

　　第6章研究结论与不足

　　参考文献

　　致谢