三 江 学 院
本科生毕业设计（论文）
题 目 泰州溱湖农业生态旅游开发的SWOT分析 文旅院 院（系） 旅游管理 专业 学生姓名 唐珂 学号 32010101004 指导教师 余子萍 职称 副教授 指导教师工作单位 三江学院 起讫日期 2014.4.21-6.13
摘 要
近年来，随着国民生活水平的提高，农业生态旅游热日渐兴起,溱湖农业生态旅游也在这股浪潮中蓬勃发展。保护好溱湖生态旅游成为当务之急，但由于缺乏宏观调控，使得溱湖农业生态旅游在快速发展的同时也问题重重。
本文介绍了农业生态旅游的概念及前景，通过旅游地SWOT分析法，系统分析了溱湖农业生态旅游开发的优势，包括自然环境、历史文化、旅游资源、交通方式等；劣势包括基础设施、资金投入、人员素质、产品创新；外部环境带来的机遇包括国家政策、经济发展、消费需求、旅游浪潮；挑战包括市场竞争、法规建设、生态环境、生态认知，最后从旅游资源、投资资金、专业人才、宣传力度、环境保护、相关法规、创新发展方面提出了溱湖农业生态旅游发展策略。
关键词：溱湖；农业生态旅游；SWOT分析；策略
ABSTRACT
In recent years, for the national improvement of living standards, agricultural ecological tourism wave rise gradually, Qin lake agriculture ecological tourism is booming in the wave. Protect the economical tourism Qin Lake has become a pressing matter of the moment.However, due to lack of macroeconomic regulation and control, make Qin lake agricultural eco-tourism in the rapidly developing at the same time also fraught with lots of the different problems.
This paper introduces the concept of agricultural ecological tourism and prospects.The
factors
of the
the
destination,according
to
SWOT
analytical
method.Analysising the development of ecological tourism agriculture Qin Lake advantages,including
natural
environment,historical
culture,tourism
resources,transportation ;the weaknesses including infrastructure,investment,personnel quality,product innovation ;the opportunity including national policy,economic development,consumer demand, tourism development ;the challenges including the market lake
Key words:Qinhu ,agricultural eco-tourism, SWOT analytical method , strategy
in
competition,regulation terms
of
construction,ecological
environment,ecological
cognition ,Last but not least ,the author presented the development strategy of the Qin
tourism
resources,capital,talent,publicity,environmental
protection,relevanr laws and regulations,innovation and development.
目 录
第一章 绪论 ............................................... 1
1.1研究背景及意义 ................................................ 1
1.1.1研究背景 ................................................. 1 1.1.2研究意义 ................................................. 1 1.2研究综述 ...................................................... 1
1.2.1国外研究 ................................................. 1 1.2.2国内研究 ................................................. 2 1.3研究内容与方法 ................................................ 3
1.3.1研究内容 ................................................. 3 1.3.2框架结构 ................................................. 3 1.3.3研究方法 ................................................. 4
第二章 农业生态旅游概述 .................................... 5
2.1农业生态旅游的概念 ............................................ 5
2.1.1生态农业的概念 ........................................... 5 2.1.2生态旅游的概念 ........................................... 5 2.1.3农业生态旅游的概念 ....................................... 5 2.2农业生态旅游的特征 ............................................ 6
2.2.1服务周到，利益共存 ....................................... 6 2.2.2保护环境，持续发展 ....................................... 6 2.2.3拥抱自然，亲身体验 ....................................... 6 2.3农业生态旅游的前景 ............................................ 6
第三章 溱湖农业生态旅游的SWOT分析 ........................ 7
3.1优势(S-Strongth) .............................................. 8
3.1.1自然环境优美 ............................................. 8 3.1.2历史文化深厚 ............................................. 8 3.1.3旅游资源丰富 ............................................. 8 3.1.4交通方式便利 ............................................. 9 3.2劣势（W-Weakness） ............................................ 9
3.2.1基础设施滞后 ............................................. 9 3.2.2资金投入不足 ............................................ 10 3.2.3人员素质偏低 ............................................ 10 3.2.4产品缺乏创新 ............................................ 10 3.3机遇（O-Opportunity） ........................................ 11
3.3.1生态旅游浪潮 ............................................ 11 3.3.2国家政策支持 ............................................ 11 3.3.3经济良好发展 ............................................ 11 3.3.4消费需求较强 ............................................ 11 3.4威胁（T-Threat） ............................................. 12
3.4.1市场竞争激烈 ............................................ 12 3.4.2法规建设滞后 ............................................ 12 3.4.3生态环境威胁 ............................................ 12 3.4.4生态认知匮乏 ............................................ 12
第四章 溱湖农业生态旅游发展策略 ........................... 13
4.1整合旅游资源，打造旅游产品 ................................... 13 4.2获取投资资金，发展旅游项目 ................................... 13 4.3培养专业人才，强化服务水平 ................................... 13 4.4加强宣传力度，提高品牌知名 ................................... 13 4.5加强环境保护，做好生态规划 ................................... 13 4.6完善相关法规，进行合理规划 ................................... 14 4.7坚持创新发展，促进旅游升级 ................................... 14
结束语 .................................................... 16 致 谢 .................................................... 17 参考文献 .................................................. 18