荆坪古村乡村旅游产品开发研究

随着城市居民生活的显著提高、休闲观念的不断改变、收入和闲暇时间的逐步增多，乡村旅游迅速在全国蓬勃发展起来，各具特色乡村旅游产品不断涌现，荆坪古村乡村旅游初具雏形，就目前的开发程度而言，乡村旅游产品开发不够深入，现有产品无法满足客源市场的需求，应运用乡村旅游相关理论和旅游市场营销理论，在研究相关文献的基础上，分析荆坪古村旅游开发的现状及问题，通过市场调查，对荆坪古村乡村旅游客源的结构和行为特征进行分析，遵循乡村旅游产品开发的原则，结合乡村旅游产品的功能，设计出休闲度假、参与娱乐、运动健身和表演娱乐四大类产品及适合团队旅游的两大经典线路，以此满足游客的需求，并采用合理的销售策略实现其经济价值，促进荆坪古村乡村旅游的可持续发展。

关键词
荆坪古村；乡村旅游；旅游产品开发
 
On Exploitation of Rural-Tourism-Products in Ancient Village Jingping

Abstract
Rural Tourism in China started late, but with significantly improved urban life, the changing concept of leisure, income and leisure time gradually increased, rural tourism flourished in the country, different characteristics are emerging rural tourism products, Jing Ping village embryonic form of rural tourism, extent the current development, rural tourism product development is not deep enough, existing products can not meet the tourist market demand, should use the theory of rural tourism and tourism marketing theory, research literature, based on analysis of Jing Ping village Status and Problems of Tourism Development, through market research, Jing Ping village on Rural Tourism in the structure and behavior characteristics of the analysis, follow the principle of rural tourism product development, combined with rural tourism product features, design leisure, recreation, the four major sports and fitness and offer entertainment products, and for the team's two classic tourist routes, in order to meet the needs of tourists, and adopt suitable marketing strategies to achieve its economic value, Jing Ping village to promote the sustainable development of rural tourism.

Key words
Ancient Village Jingping；rural tourism；tourism products

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