中国生态旅游 ›› 2021, Vol. 11 ›› Issue (3): 398-412.doi: 10.12342/zgstly.20210050

• 专辑:新时代乡村旅游研究的理论前沿与学术创新 • 上一篇    下一篇

“送客入村”模式运行特征及其现实意义

许春晓(), 张静静   

  1. 湖南师范大学旅游学院,长沙 410081
  • 收稿日期:2021-05-11 修回日期:2021-06-02 出版日期:2021-06-28 发布日期:2021-08-30
  • 作者简介:许春晓(1962-),男,博士,教授,博士生导师,主要研究方向:区域旅游发展。E-mail: chunxiao2682@163.com
  • 基金资助:
    湖南省社会科学基金项目(18YBA293)

Operation characteristics and practical significance of "Leading Tourists to Villages"

XU Chunxiao(), ZHANG Jingjing   

  1. College of Tourism, Hunan Normal University, Changsha 410081, China
  • Received:2021-05-11 Revised:2021-06-02 Published:2021-06-28 Online:2021-08-30

摘要:

“送客入村”是湖南省协同多方力量推进乡村发展的有效模式,在脱贫攻坚与乡村振兴有效衔接的特殊阶段,系统总结其创设历程、内涵和运行特点、彰显其意义,具有重要价值。“送客入村”模式的运行促成村寨游客量全面增长,但村寨间差异明显,村寨游客总量及其增量均表现出5个等级,出现了“明星村”集群现象,表现出客流“增长亮点片” “负增长交叉分布”的特征。“送客入村”形成的市场机会呈现出3个等级,表现出“市场机会集聚块” “市场机会集聚带”特征,验证了精品线路建设的效果。“送客入村”运行效果的村寨间差异与自身文化内涵、A级旅游景区、交通通达条件有关。“送客入村”模式成功运行的经验归纳为:协同多方力量推进乡村发展是有效途径、“双管齐下”驱动乡村经济市场运作是有效方式、乡村旅游精品线路建设是坚实基础、特色村寨的获益能力培育是有力抓手、广度与深度“两维梯次推进”是持续发展的重要方略。细究“送客入村”模式得到以下启示:应重视政府与市场协同作为,注重村民经营意识与技能的“市场培育”,特别要培育示范户与带头人,注重提升“内生动力”。“送客入村”模式可为乡村旅游发展提供一定的借鉴。

关键词: "送客入村", 乡村旅游, 乡村振兴, 发展模式

Abstract:

"Leading Tourists to Villages" is an effective mode for Hunan Province to promote rural development by coordinating various forces. At the special stage of effectively connecting poverty alleviation and rural revitalization, it is of great importance to systematically summarize its establishment process, connotation, operation characteristics and to highlight its significance. The operation of "Leading Tourists to Villages" has contributed to the overall growth of the number of tourists in the villages, but there are significant differences among villages. The total number and the increase of tourists in villages showed five levels. The "star villages" phenomenon appeared in the form of clusters, showing the passenger flow characteristics of "bright spots of growth" and "cross distribution of negative growth." The market opportunities formed by "Leading Tourists to Villages" showed three levels with the characteristics of "market opportunity agglomeration block" and "market opportunity agglomeration belt", which demonstrated the effect of tourism routes construction. The differences in the operation effect of "Leading Tourists to Villages" between villages were related to their own cultural characteristics, A-level tourist attractions, and traffic access conditions. The findings show that synergizing multilateral force is an effective way to promote rural development. "Two-pronged approach" is effective for assisting rural economy market operation. Constructing high quality rural tourism routes serves as a solid foundation. Cultivating the profiting ability of those unique villages is a powerful force. "Two-dimensional echelon advancement" from breadth and depth is an important strategy for sustainable development. The model of "Leading Tourists to Villages" provides the following insights: We should emphasize the coordination between government and market, focus on the "market cultivation" of villagers' management consciousness and skills, especially encourage households models and leaders, and pay attention to the enhancement of "endogenous motivation". "Leading Tourists to Villages" can provide insights for the development of rural tourism.

Key words: Leading Tourists to Villages, rural tourism, rural revitalization, development model