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    2016~2020年长三角地区“民宿+”新业态发展研究

    摘要

    乡村振兴战略的推进及旅居文化的兴起,使民宿产业发展势如破竹。具有优良经济和人文环境的长三角地区,民宿数量和民宿投资居全国首列且呈持续增长态势,以莫干山周边民宿为代表的民宿产品类型也逐渐由单一化经营模式向多样化、个性化、套餐化范式转变。随着新一轮消费升级,旅游消费观念日趋朝品质化、定制化、多元体验化方向转变,因而民宿产业也需积极做加法,探索“民宿+国学”“民宿+民俗”“民宿+亲子”等新业态,以引领长三角地区民宿产业升级与高质量发展。本报告在总结长三角地区民宿发展概况、聚集特征、经营发展现状与问题以及消费、体验评价特点的基础上,从时间、空间、内容、消费者偏好等方面分析当前民宿度假旅游的延伸性需求,进而通过“民宿+”新业态案例解读,把握民宿供给侧改革新趋势及“民宿+”创新发展新变化,积极展望民宿旅游与民宿生活新方式,以期实现长三角地区民宿产业良性、可持续性发展。

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    Abstract

    With the promotion of the rural revitalization strategy and the rise of the sojourn culture,the development of homestay industry is overwhelming. The Yangtze River Delta region has excellent economic and cultural environment,the number and investment of B&B ranks first in China and shows a trend of continuous growth. The types of home stay products,represented by Moganshan area,are gradually changing from a single business model to a diversified,personalized and set package model. As a new consumer upgrades,tourism consumption concept towards quality,customization and diversified experience. Therefore the homestay industry also needs to actively explore new business forms such as “homestay+Chinese culture”,“homestay+folk custom” and “homestay+parent-child”,so as to lead the upgrading and high-quality development of the homestay industry in the Yangtze River Delta region. This report summarizes the development situation,clustering characteristics,operation and development status and problems,as well as consumption and experience evaluation characteristics of homestay facilities in the Yangtze River Delta region. From aspects such as time,space,content,consumer preference to analyze the current extended demand of homestay vacation tourism,and then through the interpretation of the new business form of “homestay+”,grasp the new reform trend of the supply side of homestay and the new changes of the innovative development of “homestay+”,and actively look forward to the new way of homestay tourism and new lifestyle,in order to realize the benign and sustainable development of the homestay industry in the Yangtze River Delta region.

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    作者简介
    吴文智:吴文智,华东师范大学工商管理学院旅游学系副教授,华东师范大学旅游规划与发展研究中心副主任,研究方向为旅游规划与产业政策、古村镇旅游与乡村休闲、公共景区管制等。
    崔春雨:崔春雨,华东师范大学旅游规划与发展研究中心科研助理,研究方向为旅游开发与管理、民宿旅游等。
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