指导教师：郑红 副教授
作 者：常昕宇
院（系）：旅游科学学院
专 业：旅游管理
学 号：2015220759
完成时间：2019年5月7日
摘要(www.xing528.com)
在乡村旅游成为热门，而大部分“农家乐”趋于同质化的背景下，通过对城市旅游消费者需求的调查，探寻“农家乐”产品存在的问题。同时通过对“农家乐”的体验与考察，找到供给与需求之间存在的问题，得出结论。再结合国内外农家乐对比，发现异同以及可以学习、借鉴的地方。本文利用问卷调查和文献综述的方式进行研究，提出我国“农家乐”产品开发思路，包括合理利用空间、改善经营方式、更新市场宣传手段，并根据研究与分析，提出“农家乐”产品创新方案，包括建立反馈机制、“农”文化与活动相结合，以及开发网络互动的方式，让城市旅游消费者有更多的农家体验。
关键词：城市旅游者；消费者需求；农家乐；产品开发
Abstract
In the context that rural tourism has become popular and most“agritainment”tends to be similar，this dissertation explores the existing problems of“agritainment”products by investigating the demands of urban tourism consumers.At the same time，through the“agritainment”experience and investigation to fi nd the problems between supply and demand，and then draw conclusions.And also combined with the comparison of domestic and foreign agritainment that we fi nd the similarities and differences.Giving suggestions where can learn from the place.This dissertation，by using the questionnaire survey and literature review to put forward some ideas of“agritainment”product development in our country，including to use a space appropriately，to improve the mode of operation，to update the medium of marketing，and according to the research and analysis，put forward“agritainment”product innovation project，establishing feedback mechanisms，“farmers”cultural combined with activity，and the development of network interactive way，make the city tourism consumers have more experience of peasant.
Key Words：City traveler；Consumer demand；Agritainment；Product development
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