句容市乡村旅游资源整合模式研究 摘 要 　　　当今，随着生活水平提高和健康生活越来越受到重视，乡村旅游作为于健康、休闲、生态为一体的旅游产业，受到越来越多人青睐，使得乡村旅游发展迅速，从单一形式逐步发展到多元化、多模式整合乡村旅游模式，成为旅游产业发展新的增长极。 　　　本文以句容乡村旅游为依据，在总结乡村旅游发展的历程和各种模式的基础上，探讨句容市乡村旅游市场前景，通过比较句容的旅游资源禀赋，包括自然资源和人文资源等等分析出句容发展乡村旅游的影响因子，通过对旅游目的地的供给和游客市场的需求分析，得出发展乡村旅游要更多的引进体验式、互动式、休闲式等时代潮流的因子。在分析的基础上，本文通过SWOT分析模式就句容乡村旅游优势、劣势、机遇和挑战进行了系统的分析，并指出了句容乡村旅游存在的问题和原因，在此基础上，对句容乡村旅游未来的发展战略提供了整体的思路、目标定位和理念。从而提出了句容乡村旅游市场的定位、品牌的打出、以及服务营销模式。 　　　在充分分析和发展策略的基础上，提出本文对句容市乡村旅游发展的整体思路，通过资源整合，以及组织模式和开发模式相结合，提出了发展句容乡村旅游的四种模式：突出“特”字，打造宗教民俗文化乡村旅游基地, 突出“闲”字，打造句容乡村休闲度假旅游, 突出“绿”字，打造乡村绿色生态旅游集基地,突出“农”字，打造乡村农家美食城等模式。在模式探讨中，注重传承文化、乡风民俗和农家休闲结合，体验式农庄、互动式采摘和农业科普结合，休闲度假和现代商务结合，农家产品和农家特色小吃组合。在此基础上，进一步分析了如何通过市场营销促进乡村旅游的发展，提高句容乡村旅游的知名度和吸引力，也为乡村旅游成为句容重要产业提供保障，同时，从政府支持层面分析了，政府在乡村旅游发展中的作用和给予的支持，为乡村旅游自身做强做大做精提供坚强的后盾。 　　　总体来说，本文研究的重点是通过把握乡村旅游现阶段发展的整体特征和游客的消费水平，结合句容发展现状，从资源整合理论和动力机制理论等角度来促进句容乡村旅游进一步发展。 　　　　 　　　关键词：乡村旅游；发展模式；句容；资源整合

Research on the MODEL OF RURAL TOURISM RESOURCES INTERGRATION IN JURONG ABSTRACT 　　　Nowadays, with improved living standards and healthy living more and more attention , rural tourism as in health, leisure , eco- tourism industry as a whole , favored by more and more , making rural tourism developed rapidly evolved from a single form to a diversified, multi- mode integrated rural tourism model, the development of the tourism industry to become a new growth pole. 　　　In this paper, Jurong rural tourism as the basis of summing up the history and development of rural tourism on the basis of various models to explore the development of rural tourism Jurong market prospects, by comparing the Jurong tourism resource endowments , including natural resources and human resources, etc. such as analysis of the development of rural tourism Jurong impact factor , through the supply of tourist destinations and tourist market demand analysis, the development of rural tourism should introduce more experiential , interactive , casual factors such as the trend of the times . Based on the analysis , this paper analyzes modes through SWOT Jurong rural tourism on the strengths, weaknesses , opportunities and challenges for a systematic analysis , and pointed out the problems of rural tourism Jurong and why , once again , based on the Jurong Country tourism future development strategy provides the whole idea , targeting and philosophy. Which made the Jurong rural tourism market positioning , the brand's play , and service marketing. 　　　In the full analysis and development strategy based on the proposed article on Jurong whole idea of ​​rural tourism development through the integration of resources , as well as organizational models and development model proposed by combining the development of rural tourism Jurong four modes : Highlight " special "characters , build religious folk culture of rural tourism base , highlighting the" free " word , to create Jurong rural leisure tourism , highlighting the" green "character , build rural base set of green eco-tourism , highlighting the" agriculture " , to create a rustic farm food City and other modes. In the Model , the focus on cultural heritage , rural folk and farm leisure combine experiential farm , interactive combination of picking and agricultural science , leisure and modern business combination , farm products and farm specialties portfolio . On this basis , the focus of how marketing to promote the development of rural tourism , rural tourism Jurong improve the visibility and attractiveness , but also for rural tourism as an important industry in Jurong provide protection , while the analysis of the level of support from the government , Government role in the development of rural tourism and their support for rural tourism itself bigger and stronger doing fine and provide a strong backing. 　　　Overall, the focus of this study is to grasp the current stage of development of rural tourism and tourists overall level of consumption characteristics , combined with Jurong development status , and power from the resource integration theory theory perspective mechanisms to promote the further development of rural tourism in Jurong . 　　　 　　　 KEY WORDS: Rural Tourism; Development Model; Jurong; Resource Integration