摘要
摘要
人们的消费特点总是与自身的收入和消费观念的转变息息相关，我国的居民人均
收入不断提高，生活方式也发生了很大的变化，特别是城镇化的快速发展，让走进乡
村去消费成为一种新时尚，其乡村旅游以亲近大自然、贴近生活、感受传统文化、经
济实惠等特点而逐渐发展成为一种流行趋势。乡村旅游这一产业同时也是促进乡村经
济社会发展的重要途径，在促进乡村产业结构调整、改善人居生活环境、提高乡村居
民生活条件等方面发挥着积极作用，为乡村经济的快速发展带来了新的活力，在工业
欠发达的地区，逐步形成了以乡村旅游为渠道，让其成为经济发展的支柱产业，从而
达到振兴乡村的目的。作为一种新的发展模式，在发展中不可避免的存在诸多问题，
需要时间和实践不断地进行调整与完善，从而使乡村旅游成为乡村经济可持续发展的
重要方式，更好地实现国家的乡村振兴战略，满足人民群众日益增长的美好生活需要。
本论文以 A镇为研究对象，在国内外乡村旅游研究和各地乡村旅游发展现状的
基础上，通过文献资料法、实地调查法和问卷调查法等，首先分析了 A镇乡村旅游
发展的现状、存在的问题及原因，其次，运用 PEST分析法、五力模型分析法等，从
宏观和微观两个角度对其所处的内外部环境进行了分析。最后在各种分析之后为 A
镇的乡村旅游发展制定了战略规划——建设田园综合体，并提出了优化营商环境、多
渠道筹措资金、强化技术支撑、提高服务质量、注重人才培养、加强环境保护等对策，
有利于促进 A镇乡村旅游的发展，对处于同一条件下的其他乡村发展乡村旅游也具
有积极的参考价值。
关键词：乡村旅游；田园综合体；发展战略
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Abstract
Abstract
People's consumption characteristics are always closely related to their income and
the change of consumption concept. The per capita income of residents in China continues
to increase, and great changes have taken place in the way of life. In particular, the rapid
development of urbanization has made rural areas a new consumption fashion. Its rural
tourism to close to nature, close to life, feel the traditional culture, economic benefits and
other characteristics and gradually developed into a popular trend. Rural tourism the
industry is also a important way to promote the development of rural economy and society,
to promote rural industrial structure adjustment, improve the living environment, improve
the rural residents' living condition plays a positive role in such aspects, as the rapid
development of the rural economy has brought new vitality, in industry in less developed
areas, gradually formed the channels for rural tourism, Let it become the pillar industry of
economic development, so as to achieve the purpose of revitalizing the countryside. As a
new development mode, inevitably exist many problems in the development, it takes time
and practice to constantly adjust and perfect, so that rural tourism has become an important
way for the sustainable development of rural economy, to better achieve national rural
revitalization strategy, meet people's increasing needs of the good life.
Taking A town as the research object, based on the research of rural tourism at home
and abroad and the current situation of rural tourism development in various places, this
paper adopts the methods of Literature Review, Field Investigation and questionnaire
survey, etc. , first, it analyzes the current situation, existing problems and reasons of A
town’s rural tourism development. Secondly, it uses PEST analysis, five-force model
analysis, macrocosm and microcosm analyzes its internal and external environment from
both perspectives. At last, after all kinds of analysis, the paper makes a strategic plan for
the development of rural tourism in A town -- constructing rural complex, and put forward
to optimize the business environment, multi-channel financing, strengthen technical
support, improve the quality of services, focus on personnel training, strengthen
environmental protection and other countermeasures, which is conducive to promoting the
development of rural tourism in town A, it also has positive reference value to the
development of rural tourism in other rural areas under the same conditions.
Keywords: Rural tourism; Pastoral complex; Development strategy
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