乡村旅游的创意转向

目的/意义 乡村旅游是系统解决“三农问题”最直接、最有效的手段之一，在市场需求和同类产品供给变化的新形势下，必须因地制宜地进行转型升级。 方法/过程 对国内外研究成果进行梳理，结合对各典型乡村旅游地的考察，总结乡村旅游发展中出现的问题及其症结；从现代旅游的创新经济属性出发，提出新时期乡村旅游发展的创意驱动模式和实现乡村旅游创意转向的重点任务。 结果/结论 乡村旅游业面临着“成长的烦恼”，应大力发展创意农业、打造创意社区、培引创意阶层，通过“三农”的创意化来实现“三生”的体验化，推进乡村旅游从资源依赖型向创意驱动型转变。

Creative Shiftin Rural Tourism

Purpose/Significance Rural tourism is one of the most direct and effective means to systematically solve the problem of "three rural issues". Under the new situation of changing market demand and supply of similar products, it is necessary to carry out transformation and upgrading in accordance of local conditions. Method /Process This paper studies the research results at home and abroad with the investigation of typical rural tourist destinations, and summarizes the problems and crux in the development of rural tourism.Starting from creative economic attribute of modern tourism, it puts forward a creative driving mode of rural tourism development in the new era and the key task of realizing creative turn of rural tourism. Result/Conclusion Rural tourism is facing "growing trouble". Thetransformation of rural tourism from resource-based to creative-drivenshould be promoted byvigorously developing creative agriculture, building creative communities, and cultivating creative classes. The realization ofexperiencing "three living" should be made through the creativity of "agriculture, countryside and farmers".