摘要
改革开放以来,以民宿为代表的住宿形态转型是我国居民消费升级的具体体现。随着新一轮消费升级的到来,我国乡村民宿消费市场呈现出新的特征与趋势。以桂林市为研究对象,借助现状调查结果,分析了该市乡村民宿在管理、营销、设计、产品、服务等方面存在的发展困境,并从加强行业引导、开展精准营销、营造文化场景、丰富产品结构、提高服务水平等方面提出转型发展的路径与建议,以更好地满足当代消费者追求美好住宿品质的需求。
The transformation of the accommodation form represented by the hostel is the embodiment of the residents'consumption upgrading in China since the reform and opening up.With the adventure of a new era of consumption upgrading,the consumer market of rural hostel in China presents some new characteristics and trends.The article takes Guilin as an research object,analyzes the dilemma of the development of the rural hostel in this area in the aspects of management,marketing,design,product and service with the current survey results,and puts forward the transformational development paths from five aspects:strengthening industry guidance,carrying out precise marketing,creating cultural scene,enriching product structure and perfecting service level,in order to better meet the contemporary consumers'demand of pursuing the high accommodation quality.
作者
谢琼
Xie Qiong(School of Tourism Leisure and Management of Guilin Tourism University,Guilin,Guangxi 541006)
出处
《改革与战略》
2018年第12期56-62,共7页
Reformation & Strategy
基金
广西高校中青年教师基础能力提升项目"基于顾客让渡价值的大桂林旅游圈乡村旅游深度开发研究"(KY2016YB542)
关键词
消费升级
乡村民宿
转型发展
桂林
consumption upgrade
rural hostel
transformational development
Guilin
