美丽乡村建设背景下浙江省乡村旅游转型升级研究

乡村旅游只有健康有序的发展才能真正实现美丽乡村建设,这就迫切需要乡村旅游转型升级。乡村旅游产业升级是乡村生态文明建设的有效途径,它为"美丽乡村"建设提供经验,并丰富了新型城镇化建设的内涵。浙江省乡村旅游升级存在本土文化挖掘不深、缺乏品牌文化,产品雷同、开发程度不深,乡村旅游营销方式落后等问题。浙江省乡村旅游产业升级发展应该做到:突出乡村旅游的品牌形象;深入挖掘乡村文化,做好具有地方特色的乡村旅游;立足乡土,打造精品活动项目;拓宽乡村旅游资源的保护模式;升级乡村旅游营销模式。

The context of building the beautiful countryside of rural tourism transformation and upgrading of Zhejiang Province

Rural tourism is only the healthy and orderly development of the construction can be truly beautiful countryside, rural tourism is an urgent need to upgrade. Rural tourism industry is an effective way to upgrade rural ecological civilization construction, it provides the experience as ＂beautiful countryside＂ construction, and enriched the connotation of new urbanization construction. Problems exist in poor development of the presence of local culture, lack of brand culture, product similarity, minor degree of development, rural tourism marketing and other issues behind the upgrade of rural tourism in Zhejiang Province. To upgrade and develop rural tourism industry, Zhejiang province should highlight the rural tourism brand image, dig rural culture deeply, develop locally characterized rural tourism, build quality activities based on the rural areas, broaden rural tourism resources in protected mode, and upgrade the rural tourism marketing.