观光农业开发模式以及经营.ppt
L/O/G/O观光农业开发模式与经营管理观光农业开发模式与经营管理第六章观光农业开发模式以及经营管理观光农业开发的区域背景观光农业开发的区域背景1区位条件2自然条件3经济条件4社会文化条件5旅游资源调查与评价6客源市场调查1区位条件区位条件区域是否接近中心城市，交通干线和人口稠密区。-决定着旅游资源的可进入性和客流量观光农业区域条件就是-地理位置-交通-旅游资源和其他周边地区资源的关系1有无大中城市2直达本区交通3本地的区位特点-老少边区。交界地区，著名景点边缘2自然条件自然条件自然环境要素-地质、地貌、气象气候、水文、土壤植被-直接影响旅游资源的开发乡村旅游资源-植被、水文、气象1气候-导向和决定作用-环境雅静清洁赏心悦目2水-乡村景观的活跃分子-生活必须-影响到健康3大气环境，土壤是否有害物质-影响资源开发和游客的健康3经济条件经济条件投资、劳动力、物产、物资供应以及基础设施条件1资金-必要条件-关系到开发的可能性2劳动力-满足开发观光旅游的人力资源的数量和质量3基础设施-保持原貌，又要考虑客人具体要求-建筑外形有当地的乡土风格、内饰乡土特色，清洁方便4社会文化条件社会文化条件政治局势、政策法令、社会治安、政府当地居民对旅游业的态度，卫生保健，地方开放程度以及当地风俗习惯乡村文化传统朴实，热情好客，对旅游的业的正确认识都对农业旅游开发起到积极的作用5旅游资源的调查和评价旅游资源的调查和评价调查内容：旅游资源的类型、数量、规模、结构、级别、成因，以及当地有关重大事件、社会风情、名人活动、文化作品、的资源分布图，照片、音像资料对具有特殊功能的旅游景观，特色的大型旅游景观，适合科考专业学习的景观需要重点调查和评价6客源市场调查客源市场调查客源数量是维持和提高旅游区经济效益的重要因素内容：涉及民众的意见、观念、习惯、行为、和态度的任何问题，习惯行为、爱好，以及客流量年、月、日的变化不同的游客数量决定着该旅游区的市场规模L/O/G/O大陆常见的观光农业大陆常见的观光农业开发模式开发模式1农家乐模式农家乐模式农民自发经营，政府少量扶持，农民自发分散经营，以适合当地特色的产品为载体，围绕载体的生产经营提供配套的食、游、乐系列服务。-成都近郊郫县友爱镇农科村目前农家乐模式主要提供餐饮服务-绍兴垂钓。农家菜的休闲农庄2现代观光农业连片开发模式现代观光农业连片开发模式政府投入为主的建设基础设施，带动农民集中连片开发现代观光农业各地尤为所见上海，南京北京郊区几乎都这样3从体验到参与从体验到参与-农民市民合作模式农民市民合作模式农民建立休闲农园以合作方式让城市居民委托农民代种花草蔬菜果树或经营家庭农艺，使消费者共同参与农业投资、生产管理和营销，与农民紧密合作的关系，体验和参与农业经营和农事活动苏州未来农林大世界-市民农园-50平米每块/向市民招租4带动产业模式带动产业模式休闲农园生产特色农产品，形成自己品牌，通过休闲农业这个平台，吸引城市消费者来购买，从而拉动产业的发展绍兴稽东镇裘村的山娃子农庄-反季节菜-投资农庄-市民可在这里游农家园、品农家菜、干农家活，享农家乐-这个农庄门票100.除了中午餐50，走时候可以带回价值50的土鸡一只和特色高山蔬菜5融合新农村建设模式融合新农村建设模式休闲农业和小城镇建设结合济南市利用小城镇周围风景名胜和人文景观大力发展休闲农业济南的仲宫镇和柳埠镇南京桥林镇陡岗林场的金桂园农庄开发公司、L/O/G/O国外常见的观光农业国外常见的观光农业开发模式开发模式1传统观光型农业传统观光型农业以不为都市人熟悉的农业生产过程为卖点，把农业生产场所、农产品消费场所和休闲旅游场所结合日本葡萄公园-观赏-采摘-制品的品尝=有关葡萄品评，绘画写作摄影活动融为一体日本务农旅游-春天插秧-秋天收获为中心组织去体验农村生活，直接享受大自然的恩赐法国酿酒葡萄园酿酒后代走自己的酒2都市型科技观光农业都市型科技观光农业城内小区和郊区建立小型的农林牧基地，既可为城市生产时鲜农产品又可取得观光的收入新加坡有十个农业科技公园，既合理安排作物种植，又精心布局花卉展览，鱼类和珍惜动物观赏、名贵蔬菜水果生产以及相应的娱乐场所3度假观光型农业度假观光型农业利用不同的农业资源、森林牧场果园吸引游客度假在城市郊区风景去周围开开辟特色的果园、菜园花圃让游客自由的摘果，拔菜，赏花，采茶，享受田园乐趣 如美国很多都这样广告找来城市人消费度假5民俗观光村或森林公园民俗观光村或森林公园民俗旅游是将旅游区纳入文化之中，进而展示区域文化特征突出旅游点、线、以及重要的景物、风土民情，充分利用自然和人文优势，保护美化生态环境增加就业机会拉动经济发展，丰富人们精神文化生活充分利用特有的文化或民俗；可提供夜宿的农舍或乡村旅店，让游客充分享受浓郁乡土风情以及别具一格的民间文化和地方习俗韩国民俗村-李朝后期生活（士农工商等社会不同阶层生活面貌的文化场所）森林公园林木为主，多变地形、开阔林地，优美林相和山谷、奇石、溪流多景观的大农业复合生态群体-树种-针叶、阔叶与果树相结合土地-林果渔菜花结合森林景观为主配以其他的服务设施。另外有狩猎游泳垂钓露营野炊，是人们回归自然、休闲度假、旅游野营、避暑、科考、森林浴理想之地L/O/G/O观光光农业的的经营观光光农业经营理念理念1农民员工因为对土地有感情，对农业熟悉，只需要适当的心理和技术调整，农业员工完全可以做好旅游工作2形象不必过于关注-如果形成服务特色也是观光农业魅力之一3做好适当培训（乡土文化知识、规范化标准化服务技能标准，民俗风情专业培训）4加强安全、卫生和日常管理，以促进经营完善5及时颁发符合条件的“旅游接待证”进行星级制6制度建设-申请、上岗、投诉和责任事故处理二、常二、常见的几种模式的几种模式1企业式2园区+企业式3联合式4个体经营式1企企业式式独立的经济实体，独立经营，自主决策，自负盈亏，土地通过租赁所得，按照市场规律经营运作，配置资源，景区效益好，规模大。优势：产权明晰，市场反应迅速，注重投资回报劣势：过分注重经济效益，轻视社会和环境效益，容易产生掠夺式的开发，影响可持续发展2园区园区+企企业政府推动，组织园区的基础设施的建设、提供配套服务，招商引资吸引规模大，科技含量高、经济效益好的农业企业进驻园区。入住企业租赁园区土地，独立经营，独立核算优势：作物品种新奇特观赏性强，使得游客领略现代农业发展趋势和高科技的神奇魅力劣势旅游项目和接待设施不足，不能和周围的景点进行有效互动联合式合式行政村为单位，村内农户大部分都接待服务，单体规模不大，由于地缘关系都能有相互合作的意识，分享过剩客源。对外宣传以民俗村的整体形象出现优势：提高组织化程度减少单个接待户单独面对市场的风险，扩大影响，增加农民收入劣势：村委会缺乏现代经营管理意思，接待户之间松散联合，利益冲突时候会不顾大局个体个体经营式式旅游接待大户，规模比普通民俗户大，经营效益好。在自有的田园和房子基础上扩建，为游客提供娱乐设施和接待设施。有独立的面对市场能力。优势：经营灵活，为周边农户起模范和榜样作用劣势：个人的能力，规模有限，对当地经济发展和整体收入的增加作用很小，对他行政约束力小三、推荐模式三、推荐模式-复合复合观光光农业园园既体现观光农业的基本特点，如自然休闲、乡土文化、农事生产、乡村景观，又改进了普通观光农业往往存在的开发深度不够，人造景点粗糙、吸引力不足的问题，避免了一些观光农业园区采取的城市主题公园化的简单化开发思路。迎合了广大游客心里需求，市场前景广阔1.影响其生命周期的外在因素：交通条件、区域环境与替代产品收入增多（门票+院内消费）但是成本增多影响因素有：1）交通条件-建立在城市近郊或者道路交通良好的城市周边地区-离开中心城市1-2小时车程。2）区域生态环境-整体环境优良-生态环境质量、农业资源、乡村民俗、生态景观系列、村民点布局。3）替代性产品-不适宜近距离重复同质同类的产品二主题创意-田园化、乡土化、与非园林化忌1）城市化现象-投资大的那些2）建筑风格洋化-土气不足特色不明（别墅建筑）3）膝部设计求“齐”心理-砍树/栽树，人工味重野趣缺乏。4）项目求“高”-片面追求高科技，建筑高水平，忽视传统农业特别是当地农耕文化的挖掘和展示，农味不足三管理策略三管理策略-综合化合化专业化和生化和生态化化1农民+专家+经营者-聘用专家参加技术管理和培训工作达到农业示范和教育功能2遵循生态学原理，合理利用各种资源，尽量通过多营养级的多级食物链形成院内良性生态循环-肇庆广心农业生态园（荔枝林-养鸡-鸡吃虫-鸡粪是有机肥-鸡灭虫，粪肥泥-特产是荔枝生态鸡四市四市场推广推广-层次化多次化多样化与品牌化化与品牌化1适应多个顾客群，锁定主要的几个细分市场2多样化的促销手段-广告、营业推广、公共关系、人员推销、旅游企业联系，合作或利用节事活动3树立品牌化ContentsClick 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