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<section powered-by="gulangu" style="padding-right: 15px;padding-left: 15px;white-space: normal;letter-spacing: 0.54px;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 16px;max-width: 100%;box-sizing: border-box;background-color: rgb(255, 255, 255);overflow-wrap: break-word !important;"><section powered-by="gulangu" style="white-space: normal;font-size: 16px;box-sizing: border-box;"><section powered-by="gulangu" style="margin-top: 10px;margin-bottom: 8px;letter-spacing: 0.54px;box-sizing: border-box;"><section style="padding-left: 8px;width: 578px;vertical-align: top;border-left: 3px solid rgb(219, 219, 219);display: inline-block;box-sizing: border-box;border-bottom-left-radius: 0px;"><section powered-by="gulangu" style="color: rgba(0, 0, 0, 0.5);font-size: 14px;box-sizing: border-box;"><p style="box-sizing: border-box;">姜   鹏， 城市和小城镇改革发展中心规划院</p><p style="box-sizing: border-box;">原文刊于《北京规划建设》2020(2), 有删改</p></section></section></section><section powered-by="gulangu" style="margin-top: 30px;margin-bottom: 10px;white-space: normal;text-align: center;letter-spacing: 0.54px;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 16px;max-width: 100%;box-sizing: border-box;background-color: rgb(255, 255, 255);overflow-wrap: break-word !important;"><section style="padding: 5px;width: 643.13px;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;box-shadow: rgb(219, 219, 219) 0px 0px 15px inset;background-color: rgba(255, 255, 255, 0);overflow-wrap: break-word !important;"><section powered-by="gulangu" style="margin-top: -20px;margin-bottom: 5px;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><br  /></section><section powered-by="gulangu" style="margin-top: -20px;margin-bottom: 5px;max-width: 100%;box-sizing: border-box;text-align: left;overflow-wrap: break-word !important;"><br  /></section><section powered-by="gulangu" style="margin-top: -20px;margin-bottom: 5px;max-width: 100%;box-sizing: border-box;text-align: left;overflow-wrap: break-word !important;"><span style="letter-spacing: 0.544px;color: rgb(64, 118, 0);font-size: 14px;">人类世界由故事构成，所有的时间都凝聚为故事。故事发展会激发新的认知，不断凝聚共识，促进社会创新。历史并非缓慢爬行，疫情确实让许多行业备受煎熬，但也会激发新的发展契机。人类历史就是不断重述、填补与见证的过程。</span></section></section></section></section></section><section powered-by="gulangu" style="white-space: normal;letter-spacing: 0.54px;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;max-width: 100%;box-sizing: border-box;background-color: rgb(255, 255, 255);overflow-wrap: break-word !important;"><section style="text-align: left;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="width: 676.98px;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section powered-by="gulangu" style="font-size: 16px;padding-right: 10px;padding-left: 10px;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><p style="min-height: 1em;max-width: 100%;box-sizing: border-box;text-align: right;overflow-wrap: break-word !important;"><span style="color: rgb(178, 178, 178);font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 14px;letter-spacing: 0.54px;text-align: left;background-color: rgb(255, 255, 255);">【全文约3600字】</span></p><p style="min-height: 1em;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><br  /></p></section><section powered-by="gulangu" style="font-size: 16px;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="margin-top: 10px;margin-bottom: 10px;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="padding-left: 10px;width: auto;height: auto;line-height: 0;vertical-align: top;border-left: 3px solid rgb(15, 76, 129);display: inline-block;min-width: 10%;max-width: 100%;box-sizing: border-box;border-bottom-left-radius: 0px;overflow-wrap: break-word !important;"><section powered-by="gulangu" style="max-width: 100%;box-sizing: border-box;transform: translate3d(-13px, 0px, 0px);overflow-wrap: break-word !important;"><section style="border-width: 3px 3px 2px;border-style: solid solid none;border-color: rgb(15, 76, 129);border-radius: 0px;width: 25px;height: 10px;line-height: 0;overflow: hidden;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></section></section><section powered-by="gulangu" style="max-width: 100%;box-sizing: border-box;transform: translate3d(-1px, 0px, 0px);overflow-wrap: break-word !important;"><section style="text-align: justify;color: rgb(15, 76, 129);line-height: 1.5;font-size: 20px;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><p style="min-height: 1em;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;">1  春节降温，艰难蜕变</strong></p></section></section><section powered-by="gulangu" style="max-width: 100%;box-sizing: border-box;transform: translate3d(-13px, 0px, 0px) rotateX(180deg);overflow-wrap: break-word !important;"><section style="border-width: 3px 3px 2px;border-style: solid solid none;border-color: rgb(15, 76, 129);border-radius: 0px;width: 24px;height: 10px;line-height: 0;overflow: hidden;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></section></section></section></section></section><section powered-by="gulangu" style="font-size: 16px;padding-right: 10px;padding-left: 10px;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><p style="min-height: 1em;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><br  /></p><p><span style="font-size: 15px;">七天黄金周始于1999年。当年有1800万中国人春节出游，实现国内消费140亿元。二十年下来，春节已从传统节日变成旅游消费旺季。2019年春节，全国旅游接待4.15亿人次，实现旅游收入5139亿元，相关机构更是预测2020春节黄金周突破4.5亿出游人次。</span><strong><span style="font-size: 15px;color: rgb(64, 118, 0);">旅游具有敏感性特征，受到疫情的冲击显而易见。而近两年的旅游市场需求放缓，也进一步加剧了行业困境</span></strong><span style="font-size: 15px;">。</span></p><p><br  /></p><p><span style="font-size: 15px;">数据显示，2019年春节黄金周的旅游人次<span style="color: rgb(136, 136, 136);font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 12px;letter-spacing: 0.54px;text-align: left;background-color: rgb(255, 255, 255);">（图1）</span>和旅游收入<span style="color: rgb(136, 136, 136);font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 12px;letter-spacing: 0.54px;text-align: left;background-color: rgb(255, 255, 255);">（图2）</span>明显增速下滑，实际这种现象在2018年就出现了。2018年十一黄金周，全国接待国内游客7.26亿人次，同比增长9.4%；实现国内旅游收入5990.8亿元，同比增长9.0%，增速明显下滑。2019年国庆黄金周继续下滑，共接待国内游客7.82亿人次，同比增长7.81%；实现国内旅游收入6497.1亿元，同比增长8.47%。</span></p><p style="padding-right: 10px;padding-left: 10px;max-width: 100%;box-sizing: border-box;text-align: left;white-space: normal;letter-spacing: 0.54px;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 16px;background-color: rgb(255, 255, 255);overflow-wrap: break-word !important;"><br  /></p><section style="width: 676.98px;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><span style="font-size: 12px;color: rgb(136, 136, 136);"><img class="rich_pages js_insertlocalimg" data-ratio="0.5180505415162455" data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz_png/QX2ynuhBL9ISR4PSGS9ceiad2yRib4q7VMrw28I9vxKgOyOIDcMniclPbm7LYrQeNrEgMTJxecDia7K6Jx8ErsXtrw/640?wx_fmt=png" data-type="png" data-w="554" style="font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 16px;letter-spacing: 0.54px;text-align: center;white-space: normal;background-color: rgb(255, 255, 255);"  /></span></section></section><section powered-by="gulangu" style="font-size: 16px;padding-right: 10px;padding-left: 10px;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="width: 676.98px;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><span style="font-size: 12px;color: rgb(136, 136, 136);">图1，春节黄金周接待游客情况，数据来源：国家旅游局，华泰证券研究所</span></section><p style="padding-right: 10px;padding-left: 10px;max-width: 100%;box-sizing: border-box;text-align: left;white-space: normal;letter-spacing: 0.54px;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 16px;background-color: rgb(255, 255, 255);overflow-wrap: break-word !important;"><br  /></p><section style="width: 676.98px;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><span style="font-size: 12px;color: rgb(136, 136, 136);"><img class="rich_pages js_insertlocalimg" data-ratio="0.51985559566787" data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz_png/QX2ynuhBL9ISR4PSGS9ceiad2yRib4q7VMGlaNJVzOeAicwRMhlMuL0oVaRDbrakDibFw6ia138ZLIHssOqXUD50utg/640?wx_fmt=png" data-type="png" data-w="554" style="font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 16px;letter-spacing: 0.54px;text-align: center;white-space: normal;background-color: rgb(255, 255, 255);"  /></span></section></section><section powered-by="gulangu" style="font-size: 16px;padding-right: 10px;padding-left: 10px;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="width: 676.98px;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><span style="font-size: 12px;color: rgb(136, 136, 136);">图2，春节黄金周国内旅游收入，数据来源：国家旅游局，华泰证券研究所</span></section><p><br  /></p><p><span style="font-size: 15px;">究其原因，</span><span style="font-size: 15px;color: rgb(64, 118, 0);"><strong>旅游发展动力是经济增长，旅游收入增速与GDP增速强相关</strong></span><span style="font-size: 15px;">。2000-2018年，我国GDP由10.03万亿元增长到91.93万亿元，增加8倍多；同期国内旅游收入从4500亿元增长到近6万亿元，增长了12倍。近几年经济增速的放缓势必影响旅游消费需求，导致旅游平均消费下降。而假期严重的交通拥堵和热门线路运能不足，以及居民在医疗、教育和住房方面的支出相对增加，也在不同程度压制了旅游消费需求。</span></p><p><br  /></p><p><span style="font-size: 15px;">近年来旅游投资在国内整体投资增长放缓的背景下依然保持近30%的快速增长，</span><span style="font-size: 15px;color: rgb(64, 118, 0);"><strong>部分领域已经出现了投资过度和重复低效等迹象，亟需警惕并调整结构</strong></span><span style="font-size: 15px;">；而</span><span style="font-size: 15px;color: rgb(64, 118, 0);"><strong>产品供给不足、缺乏创新和旅游体验较差等突出问题，也需下力气改进</strong></span><span style="font-size: 15px;">。后疫情时代，行业“洗牌”在所难免，自然康养旅游需求可能报复性增加，乡村旅游市场面临大幅度刺激性增长。</span></p><p style="min-height: 1em;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"  /></p></section><section powered-by="gulangu" style="font-size: 16px;margin-top: 10px;margin-bottom: 10px;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="padding-left: 10px;width: auto;height: auto;line-height: 0;vertical-align: top;border-left: 3px solid rgb(15, 76, 129);display: inline-block;min-width: 10%;max-width: 100%;box-sizing: border-box;border-bottom-left-radius: 0px;overflow-wrap: break-word !important;"><section powered-by="gulangu" style="max-width: 100%;box-sizing: border-box;transform: translate3d(-13px, 0px, 0px);overflow-wrap: break-word !important;"><section style="border-width: 3px 3px 2px;border-style: solid solid none;border-color: rgb(15, 76, 129);border-radius: 0px;width: 25px;height: 10px;line-height: 0;overflow: hidden;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></section></section><section powered-by="gulangu" style="max-width: 100%;box-sizing: border-box;transform: translate3d(-1px, 0px, 0px);overflow-wrap: break-word !important;"><section style="text-align: justify;color: rgb(15, 76, 129);line-height: 1.5;font-size: 20px;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><p style="min-height: 1em;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;">2  乡村旅游，异军突起</strong></p></section></section><section powered-by="gulangu" style="max-width: 100%;box-sizing: border-box;transform: translate3d(-13px, 0px, 0px) rotateX(180deg);overflow-wrap: break-word !important;"><section style="border-width: 3px 3px 2px;border-style: solid solid none;border-color: rgb(15, 76, 129);border-radius: 0px;width: 24px;height: 10px;line-height: 0;overflow: hidden;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></section></section></section></section><section powered-by="gulangu" style="font-size: 16px;padding-right: 10px;padding-left: 10px;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><p style="min-height: 1em;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><br  /></p><p><span style="font-size: 15px;">“绿水青山就是金山银山”，乡村旅游发展历史悠久。现代大众化的乡村旅游源于1960年代的西班牙，注重乡村旅游与农业发展同步推进。国内乡村旅游始于1980年代，在1990年代中期开始蓬勃发展，逐步从早期的农家乐和田园观光转向复合型的“乡村旅游+”模式，越来越注重和相关产业的融合发展。</span></p><p><span style="font-size: 15px;"><br  /></span></p><p><span style="color: rgb(64, 118, 0);"><strong><span style="font-size: 15px;">乡村之美在于亲近自然的生活方式。</span></strong></span><span style="font-size: 15px;">近年来的乡村旅游发展十分迅速，全国乡村旅游接待总量从2012年的7.2亿人次增至2018年的30亿人次</span><span style="color: rgb(136, 136, 136);font-size: 12px;letter-spacing: 0.54px;">（图3）</span><span style="font-size: 15px;letter-spacing: 0.54px;">，六年翻了两番多。乡村旅游的客源城市主要集中在上海、广州、天津、北京等核心城市。北京2019年的乡村旅游接待量达6000万人次；广州仅在2019春节黄金周就接待市民游客1696.27万人次，其中参与乡村游的占32.3%。</span></p><p style="padding-right: 10px;padding-left: 10px;max-width: 100%;box-sizing: border-box;text-align: left;white-space: normal;letter-spacing: 0.54px;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 16px;background-color: rgb(255, 255, 255);overflow-wrap: break-word !important;"><br  /></p><section style="width: 676.98px;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="width: 676.98px;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><span style="font-size: 12px;color: rgb(136, 136, 136);"><img class="rich_pages js_insertlocalimg" data-ratio="0.51985559566787" data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz_png/QX2ynuhBL9ISR4PSGS9ceiad2yRib4q7VM7YFKZRLdia6q3z5V29gurDQmKsXJnRAK056BjsWOIzib8ZCQXGRG7YPA/640?wx_fmt=png" data-type="png" data-w="554" style="font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 16px;letter-spacing: 0.54px;text-align: center;white-space: normal;background-color: rgb(255, 255, 255);"  /></span></section></section></section><section powered-by="gulangu" style="font-size: 16px;padding-right: 10px;padding-left: 10px;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="width: 676.98px;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="width: 676.98px;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><span style="font-size: 12px;color: rgb(136, 136, 136);">图3，中国乡村旅游概况（2019为上半年数据），数据来源：社科院、前瞻产业研究院</span></section></section><p><br  /></p><p><span style="color: rgb(64, 118, 0);"><strong><span style="font-size: 15px;">乡村旅游已成长为国内旅游的重要板块，比重不断提高。</span></strong></span><span style="font-size: 15px;">2019年上半年，全国乡村旅游接待总量超过15亿人次，占国内旅游接待总量的49%；实现乡村旅游总收入8600亿元，超过2018年全年8000亿元的总收入，占国内旅游总收入的31%（2018年的比重为13.4%）<span style="color: rgb(136, 136, 136);font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 12px;letter-spacing: 0.54px;text-align: left;background-color: rgb(255, 255, 255);">（图3、图4）</span>。发展乡村旅游还能带动关联产业发展，吸纳农民就地就近就业。</span><span style="letter-spacing: 0.54px;font-size: 15px;">截止2019年6月，全国乡村旅游就业总人数达886万人，有效实现了农民增收。</span></p><p style="padding-right: 10px;padding-left: 10px;max-width: 100%;box-sizing: border-box;text-align: left;white-space: normal;letter-spacing: 0.54px;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 16px;background-color: rgb(255, 255, 255);overflow-wrap: break-word !important;"><br  /></p><section style="width: 676.98px;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="width: 676.98px;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="width: 676.98px;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><span style="font-size: 12px;color: rgb(136, 136, 136);"><img class="rich_pages js_insertlocalimg" data-ratio="0.5126353790613718" data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz_png/QX2ynuhBL9ISR4PSGS9ceiad2yRib4q7VMHSVkACIrPPNdEk8Ze2XTI5HRYQyoQ3Rt8NN1y8DbrL0icLcQsQhn5RA/640?wx_fmt=png" data-type="png" data-w="554" style="font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 16px;letter-spacing: 0.54px;text-align: center;white-space: normal;background-color: rgb(255, 255, 255);"  /></span></section></section></section></section><section powered-by="gulangu" style="font-size: 16px;padding-right: 10px;padding-left: 10px;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="width: 676.98px;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="width: 676.98px;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="width: 676.98px;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><span style="font-size: 12px;color: rgb(136, 136, 136);">图4，乡村旅游占国内旅游比重（2019为上半年数据），数据来源：中国产业信息网</span></section></section></section></section><section powered-by="gulangu" style="padding-right: 10px;padding-left: 10px;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><span style="color: rgb(136, 136, 136);"><span style="font-size: 12px;"><br  /></span></span><p style="font-size: 16px;"><span style="font-size: 15px;">作为新时期居民休闲度假旅游消费的重要方式，乡村旅游进入高速发展阶段，正从零星分布向集群发展转变。乡村旅游资源占全国旅游资源总量的70%，但接待人数特别是旅游收入仍然占比较低，未来增长潜力巨大。</span><strong><span style="font-size: 15px;color: rgb(64, 118, 0);">乡村旅游肩负促进农民增收、农业增效和农村经济社会全面发展的重要使命</span></strong><span style="font-size: 15px;">，市场投资规模不断扩大</span><span style="color: rgb(136, 136, 136);font-size: 12px;letter-spacing: 0.54px;">（图5）</span><span style="font-size: 15px;letter-spacing: 0.54px;">，预计“十四五”期间还能创造新的发展奇迹。</span></p><p style="font-size: 16px;"><span style="font-size: 15px;letter-spacing: 0.54px;"><br  /></span></p><p style="font-size: 16px;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.54px;text-align: left;white-space: normal;background-color: rgb(255, 255, 255);"><img class="rich_pages js_insertlocalimg" data-ratio="0.5180505415162455" data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz_png/QX2ynuhBL9ISR4PSGS9ceiad2yRib4q7VMQNydicFxz1xgUic1FarPdJvU8c4AGCzz1iagPzPjXuRUOouMdzKtR9nuQ/640?wx_fmt=png" data-type="png" data-w="554" style="letter-spacing: 0.54px;text-align: center;"  /></p><section style="font-size: 16px;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;letter-spacing: 0.54px;text-align: left;white-space: normal;background-color: rgb(255, 255, 255);width: 676.98px;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="width: 676.98px;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="width: 676.98px;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><span style="font-size: 12px;color: rgb(136, 136, 136);">图5，中国乡村旅游投资（2019和2020年为预测数据），数据来源：中国产业信息网</span></section></section></section><p style="font-size: 16px;min-height: 1em;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"  /></p></section><section powered-by="gulangu" style="font-size: 16px;margin-top: 10px;margin-bottom: 10px;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="padding-left: 10px;width: auto;height: auto;line-height: 0;vertical-align: top;border-left: 3px solid rgb(15, 76, 129);display: inline-block;min-width: 10%;max-width: 100%;box-sizing: border-box;border-bottom-left-radius: 0px;overflow-wrap: break-word !important;"><section powered-by="gulangu" style="max-width: 100%;box-sizing: border-box;transform: translate3d(-13px, 0px, 0px);overflow-wrap: break-word !important;"><section style="border-width: 3px 3px 2px;border-style: solid solid none;border-color: rgb(15, 76, 129);border-radius: 0px;width: 25px;height: 10px;line-height: 0;overflow: hidden;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></section></section><section powered-by="gulangu" style="max-width: 100%;box-sizing: border-box;transform: translate3d(-1px, 0px, 0px);overflow-wrap: break-word !important;"><section style="text-align: justify;color: rgb(15, 76, 129);line-height: 1.5;font-size: 20px;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><p style="min-height: 1em;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;">3  浴火重生，转危为机</strong></p></section></section><section powered-by="gulangu" style="max-width: 100%;box-sizing: border-box;transform: translate3d(-13px, 0px, 0px) rotateX(180deg);overflow-wrap: break-word !important;"><section style="border-width: 3px 3px 2px;border-style: solid solid none;border-color: rgb(15, 76, 129);border-radius: 0px;width: 24px;height: 10px;line-height: 0;overflow: hidden;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></section></section></section></section><section powered-by="gulangu" style="font-size: 16px;padding-right: 10px;padding-left: 10px;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><p style="min-height: 1em;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><br  /></p><p><span style="font-size: 15px;">疫情影响深远，市场面临提质重构，乡村旅游是带动行业回暖的排头兵，寒冬之后必将爆发“回归自然”的强劲消费需求。可以充分利用空床期，思考未来方向，探索新路径、新模式，</span><strong><span style="font-size: 15px;color: rgb(64, 118, 0);">更加关注乡村旅游的薄弱环节，破解低效投资过热、产品同质化、基础设施落后、环境承载压力大等突出问题</span></strong><span style="font-size: 15px;">，贯彻乡村振兴，推动城乡融合，</span><span style="font-size: 15px;color: rgb(64, 118, 0);"><strong>因地制宜的实现高质量发展</strong></span><span style="font-size: 15px;">。</span></p><p><span style="font-size: 15px;"><br  /></span></p><p><span style="color: rgb(64, 118, 0);"><strong><span style="font-size: 15px;">一是凸显乡村原真性价值，记得住乡愁。</span></strong></span><span style="font-size: 15px;">乡村之美在于诗和远方,在于健康的生活方式，乡村旅游需要回归农业，回归生活。国际上，乡村旅游处于旅游产品金字塔顶端，是乡村“风光、遗产、生活和活动”的结合体，属体验经济范畴，不同于国内遍地生长的农家乐、民俗村和走马观花的古镇游，也不是简单的生态旅游。国内老项目常因循守旧和竞争力下降，新项目也可能底子不清或走了弯路，需强化资源禀赋优势，复兴乡村文化魅力，有效变资源价值为产业优势，做出地域品牌，重建新生活方式，坚持原真性比较优势的维护保持。</span></p><p><span style="font-size: 15px;"><br  /></span></p><p><strong><span style="font-size: 15px;color: rgb(64, 118, 0);">二是重视可差异性定位，持续保持品质。</span></strong><span style="font-size: 15px;">当前乡村旅游发展同质化严重，甚至南北趋同，粗放发展模式正逐渐丧失吸引力。需因地制宜，借助可差异化的产品、服务和市场定位策略，持续保持核心竞争力，不断优化服务模式。首先明确客源细分市场并开展针对性营销，注重区域竞合与垂直分工，形成规模效应和协同效应；其次是抓住新消费机遇，强化资源禀赋优势并注重可持续维护；再次抓住科技机遇，探索数字技术对乡村旅游的全场景渗透，不断演进商业模式；最后始终坚持产品品质和服务质量，推动乡村旅游服务的标准化和特色化，适应游客需求变化不断开发非标准化产品。</span></p><p><span style="font-size: 15px;"><br  /></span></p><p><strong><span style="font-size: 15px;color: rgb(64, 118, 0);">三是量力而行稳步走，警惕盲目乐观。</span></strong><span style="font-size: 15px;">乡村旅游必须尊重自身内部规律和外部发展条件，并非是乡村有资源便一定成功，决不可盲目自信和想当然。需正确评估资源潜力和市场前景,脚踏实地安排时序并留有余地，冷静预估投资成本和项目风险，防止过分乐观陷入破产困境，避免孤注一掷导致土瘠民贫，切忌盲目热衷高大上表面文章。以风靡时下的国内民宿为例，过热的民宿市场大多散乱分布，集群性弱，规范化缺失，竞争力不强，而且还很脆弱。或许疫情下消退了的泡沫化投资热潮，可以助推民宿行业整体回归本质，回归乡村记忆、乡村情感和乡村愿景的载体，加速实现向较高层次休闲度假产品的转化。</span></p><p><span style="font-size: 15px;"><br  /></span></p><p><strong><span style="font-size: 15px;color: rgb(64, 118, 0);">四是培育全产业链条，激活造血能力。</span></strong><span style="font-size: 15px;">融合乡村旅游与传统产业发展，依托传统农业优势推进乡村旅游，通过旅游拉动人气，优化城乡资源配置为乡村各项产业发展提供支撑，搭建“旅游+”发展平台。借鉴欧盟经验，乡村旅游不能代替农业，要以巩固和提高农业产量与质量为前提，带动传统农业向高附加值的休闲农业和创意产业转变，提高农特产品议价能力，优化传统业态与旅游业态融合发展的新布局，形成有竞争力的产业集群。围绕资源禀赋重构乡村产业体系，强化积聚效应，推动各项产业联动发展，弥补淡旺季失衡。制定激励机制，用知识武装农民，实现内部造血能力，带动村民共同致富。</span></p><p><span style="font-size: 15px;"><br  /></span></p><p><strong><span style="font-size: 15px;color: rgb(64, 118, 0);">五是创新乡村自治，保障本地权益。</span></strong><span style="font-size: 15px;">转变思想观念，通过乡村旅游发展，塑造农村社会新风，培育乡土文化人才，激发村民自治意识，提升基层治理能力，保障农村稳定、农民增收和农业发展。乡村普遍缺少资金、技术和人才，借助外力时应争取以更好保障本地受益为前提，特别注重完善利益分配机制，构建乡村旅游发展“利益共同体”，统一行使乡村资源集体产权权益，增强谈判和议价能力，建立村集体和村民代表监督制度，让发展红利更多惠及村民。</span></p><p><span style="font-size: 15px;"><br  /></span></p><p><strong><span style="font-size: 15px;color: rgb(64, 118, 0);">六是保护综合环境，实现永续发展。</span></strong><span style="font-size: 15px;">发展乡村旅游，必须严格保护自然资源和生态环境，切实维系影响文化旅游发展品质的的战略性要素富集水平。首先，高度重视农村生态环境，适度合理有序发展乡村旅游，防止盲目扩张和游客超限；其次，乡村旅游还要注重追求农民生活品质提高，实现社会和经济效益的双重提升；最后，长期注重乡村文化、旅游资源、农业基础、景观风貌、卫生条件和良好秩序等战略性要素，培训引导村民深刻理解和自觉行动。</span></p></section></section></section></section><section powered-by="gulangu" style="margin-top: 10px;margin-bottom: 10px;white-space: normal;text-align: left;letter-spacing: 0.54px;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 16px;max-width: 100%;box-sizing: border-box;background-color: rgb(255, 255, 255);overflow-wrap: break-word !important;"><section style="line-height: 0;vertical-align: middle;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><br  /></section></section><section powered-by="gulangu" style="font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 16px;letter-spacing: 0.54px;text-align: left;white-space: normal;background-color: rgb(255, 255, 255);max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="margin-top: 10px;margin-bottom: 10px;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section style="padding-left: 10px;width: auto;height: auto;line-height: 0;vertical-align: top;border-left: 3px solid rgb(15, 76, 129);display: inline-block;min-width: 10%;max-width: 100%;box-sizing: border-box;border-bottom-left-radius: 0px;overflow-wrap: break-word !important;"><section powered-by="gulangu" style="max-width: 100%;box-sizing: border-box;transform: translate3d(-13px, 0px, 0px);overflow-wrap: break-word !important;"><section style="border-width: 3px 3px 2px;border-style: solid solid none;border-color: rgb(15, 76, 129);border-radius: 0px;width: 25px;height: 10px;line-height: 0;overflow: hidden;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></section></section><section powered-by="gulangu" style="max-width: 100%;box-sizing: border-box;transform: translate3d(-1px, 0px, 0px);overflow-wrap: break-word !important;"><section style="text-align: justify;color: rgb(15, 76, 129);line-height: 1.5;font-size: 20px;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><p style="min-height: 1em;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;">4  面朝大海，春暖花开</strong></p></section></section><section powered-by="gulangu" style="max-width: 100%;box-sizing: border-box;transform: translate3d(-13px, 0px, 0px) rotateX(180deg);overflow-wrap: break-word !important;"><section style="border-width: 3px 3px 2px;border-style: solid solid none;border-color: rgb(15, 76, 129);border-radius: 0px;width: 24px;height: 10px;line-height: 0;overflow: hidden;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"  /></section></section></section></section></section><section powered-by="gulangu" style="padding-right: 10px;padding-left: 10px;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 16px;letter-spacing: 0.54px;text-align: left;white-space: normal;background-color: rgb(255, 255, 255);max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><p style="min-height: 1em;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"  /></p><p style="min-height: 1em;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><span style="font-size: 15px;letter-spacing: 0.54px;">机遇伴随危机，乡村旅游正在开启新的窗口期。人们对乡村总有向往，疫情引发对于城市公共健康领域的担忧，又在家宅了这么久，会释放报复性的消费反弹，或将催生对乡村旅游的重新定义，迎来新的发展热潮。<br  /></span></p><p style="min-height: 1em;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><span style="letter-spacing: 0.54px;font-size: 15px;"><br  /></span></p><p><span style="color: rgb(64, 118, 0);"><strong><span style="font-size: 15px;">“人类文明最本质的改变来自于乡村，而非城市。”</span></strong></span><span style="font-size: 15px;">过去几十年，乡村变得越来越美丽宜居。而在2020年，乡村再次成为抗疫战斗中的“硬核”堡垒，基层组织发挥着强力作用，获得无数网友点赞。加上移动互联网普及和新经济的壮大，城乡关系的界限正在改变，乡村人将和城市人站上同一起点。</span></p><p><br  /></p><p><span style="font-size: 15px;">2020年的中央一号文件，蕴含巨大的发展能量。鼓励发展乡村旅游，最大限度盘活乡村的生态、农业、民俗、民居等资源，形成一二三产业联动发展，推动土地入市整体改革，释放和激发乡村土地资源的价值。这些都有助于乡村旅游对接供需市场调整和实现新旧动能转化。</span></p><p><br  /></p><p><strong><span style="font-size: 15px;color: rgb(64, 118, 0);">未来可期！</span></strong></p><p style="min-height: 1em;max-width: 100%;box-sizing: border-box;text-align: right;overflow-wrap: break-word !important;"><span style="color: rgb(178, 178, 178);font-size: 14px;letter-spacing: 1.8px;text-align: right;">（ It will continue. ）</span></p><p style="min-height: 1em;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><br  /></p></section><section powered-by="gulangu" style="white-space: normal;text-align: left;letter-spacing: 0.54px;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 16px;max-width: 100%;box-sizing: border-box;background-color: rgb(255, 255, 255);overflow-wrap: break-word !important;"><section style="width: 676.98px;vertical-align: top;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><section powered-by="gulangu" style="padding-right: 10px;padding-left: 10px;color: rgb(70, 70, 70);font-size: 14px;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><p style="text-align: center;letter-spacing: 0.54px;font-size: 16px;min-height: 1em;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><span style="max-width: 100%;text-align: left;color: rgb(178, 178, 178);letter-spacing: normal;font-size: 14px;font-variant-numeric: normal;font-variant-east-asian: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;">本文系作者观点，不代表平台机构最终观点</span></p><p style="text-align: center;letter-spacing: 0.54px;font-size: 16px;min-height: 1em;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><span style="max-width: 100%;text-align: left;color: rgb(178, 178, 178);letter-spacing: normal;font-size: 14px;font-variant-numeric: normal;font-variant-east-asian: normal;box-sizing: border-box !important;overflow-wrap: break-word !important;">如涉文章侵权，请告知删除，谢谢</span></p></section></section></section><section powered-by="gulangu" style="margin-top: 10px;margin-bottom: 10px;white-space: normal;text-align: left;letter-spacing: 0.54px;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 16px;max-width: 100%;box-sizing: border-box;background-color: rgb(255, 255, 255);overflow-wrap: break-word !important;"><section style="line-height: 0;vertical-align: middle;display: inline-block;max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;"><img data-ratio="0.7650933040614709" data-type="jpeg" src="http://mmbiz.qpic.cn/mmbiz_jpg/QX2ynuhBL9KBBibRphdU1l8CycItwKy8E7yNLiadYh1Fo4AgTtp4GkjaDlwUnvEJzFSxgqIVrw4hZ3e0iajlnXBibw/640?wx_fmt=jpeg" data-w="911" style="box-sizing: border-box;vertical-align: middle;overflow-wrap: break-word !important;width: 677px !important;visibility: visible !important;"  /></section></section>
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