基于农业供给侧改革背景下的乡村旅游营销策略研究

• 作 者: 任桓达
• 机 构: 云南大学工商管理与旅游管理学院,
• 出 处: 旅游纵览(下半月)
• 发表日期: 2017年04期
• 关键词: 营销策略研究 旅游会展 乡村地区 旅游营销 中央一号文件 乡村旅游产品 农村发展 农村经济 乡村旅游资源 乡村旅游产业

2017年的“中央一号文件”把“深入推进农业供给侧改革,加快培育农业农村发展新动能”作为了全年指导我国“三农”发展的纲领,其中关于发展乡村旅游的论述,蕴含着对通过乡村旅游来促进农业供给侧改革、挖掘农村经济新的增长点的期待。在此背景下,如何借助“旅游+”的浪潮,找准乡村旅游营销的瓶颈,制定行之有效的营销策略,使乡村旅游的转型升级成为助推农业供给侧改革的有力抓手显得十分必要。

In 2017, the Central Government issued the “Guiding Principles for the Development of Agriculture, Rural Areas and Farmers” throughout the year as the guiding principle for the development of agriculture, rural areas and farmers in our country. Among them, Tourism exposition, contains the expectations of rural tourism through rural areas to promote supply-side reform, mining new points of rural economy growth. Under this background, how to find out the bottleneck of rural tourism marketing by means of the tide of “Travel + ” and formulate the effective marketing strategy so that the transformation and upgrading of rural tourism can become a powerful starting point for boosting the reform on the supply side of agriculture Very necessary.