体验经济视域下西安浐灞生态区农业旅游产品开发研究

随着旅游业市场需求的不断转变,体验经济理论与旅游业的融合发展已经成为必然的趋势,也越来越受到国内外学者的重视。文章以西安浐灞生态区农业旅游产品为研究对象,从体验经济视角出发,分析了浐灞生态区农业旅游产品发展现状;揭示了其存在的农业产业规模小,农业产业化水平低、农产品总量不足,农业旅游产品吸引力不足、市场开发能力不强,景区基础设施建设简陋、综合服务能力不强,开发缺乏前期规划、没有与体验经济很好地融合等问题;最后,遵循因地制宜、突出特色,市场向导、注重营销,循序渐进、逐步开发,创新技术、注重管理,经济-社会-生态协调可持续发展等原则,探索了浐灞生态区农业旅游产品的开发模式,如重大有益事件带动模式、特定功能带动模式、交通带动模式、产业带动模式、优惠政策带动模式、居住带动模式等。

AGRICULTURAL TOURISM PRODUCT DEVELOPMENT IN XI'AN CHANBA ECOLOGICAL DISTRICT UNDER EXPERIENCE ECONOMY PERSPECTIVE

With the change of tourism market demand, the integration of experience economy theory and tourism development has become an inevitable trend. Taking Xi''an Chanba Ecological District agricultural tourism product as an example, this article analyzed the status of agricultural tourism product development in Chanba ecological zone from the perspective of the experience economy, and revealed the existence problems of the agricultural industry such as small size, low level of agricultural industrialization, insufficient total agriculture products, inadequate agricultural tourism product, not market research, scenic shabby infrastructure, not strong comprehensive service capacity, the lack of pre-planning development, not integration with experience economy, and so on. Finally, following the principles of local conditions, features, market guide, focus marketing, gradual, progressive development, innovation and technology, focusing on management, economy-society-ecology coordinated and sustainable development, it explored the agricultural tourism product development modes in Chanba Ecological District, such as a major benefit event driving mode, specific function driving mode, transportation industry driving mode, policies and housing driving mode.