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　   我國(guo)(guo)是擁有(you)13億(yi)人(ren)(ren)口的(de)大(da)(da)國(guo)(guo),其中將(jiang)近8億(yi)人(ren)(ren)在農(nong)(nong)(nong)(nong)村(cun)。在國(guo)(guo)際化日益(yi)提(ti)高的(de)當今(jin)世界,任何(he)資(zi)本都不可能(neng)無視中國(guo)(guo)農(nong)(nong)(nong)(nong)村(cun)這個人(ren)(ren)口比歐美(mei)總人(ren)(ren)口還(huan)多的(de)、尚有(you)待開發的(de)巨大(da)(da)市場。隨著我國(guo)(guo)經(jing)濟的(de)發展和我國(guo)(guo)政府對“三農(nong)(nong)(nong)(nong)”問題的(de)重(zhong)視,最近幾年,農(nong)(nong)(nong)(nong)民的(de)生活水平得到了很大(da)(da)的(de)提(ti)高,農(nong)(nong)(nong)(nong)民的(de)旅游需求也漸趨旺盛,農(nong)(nong)(nong)(nong)民旅游已(yi)經(jing)是我國(guo)(guo)國(guo)(guo)內旅游的(de)重(zhong)要組成部分。

　　一、 農民旅游市場的內涵

　　通常把農(nong)民(min)旅(lv)游(you)(you)(you)(you)(you)(you)、農(nong)村(cun)旅(lv)游(you)(you)(you)(you)(you)(you)、農(nong)業旅(lv)游(you)(you)(you)(you)(you)(you)統稱(cheng)為“三農(nong)旅(lv)游(you)(you)(you)(you)(you)(you)”。中國社(she)會(hui)科學(xue)院旅(lv)游(you)(you)(you)(you)(you)(you)研究(jiu)中心研究(jiu)員魏小安指出(chu),農(nong)業旅(lv)游(you)(you)(you)(you)(you)(you)是(shi)(shi)一個(ge)產品(pin)(pin)概念(nian),農(nong)村(cun)旅(lv)游(you)(you)(you)(you)(you)(you)是(shi)(shi)一個(ge)區(qu)域概念(nian),農(nong)民(min)旅(lv)游(you)(you)(you)(you)(you)(you)是(shi)(shi)一個(ge)市場概念(nian)。農(nong)民(min)旅(lv)游(you)(you)(you)(you)(you)(you)意味著農(nong)民(min)不僅是(shi)(shi)旅(lv)游(you)(you)(you)(you)(you)(you)產品(pin)(pin)的(de)(de)供給(gei)者和(he)生產者,也應(ying)該是(shi)(shi)需求(qiu)者和(he)消費者。主(zhu)要旅(lv)游(you)(you)(you)(you)(you)(you)類型包(bao)括：①參加(jia)(jia)旅(lv)行社(she)組織(zhi)的(de)(de)團隊旅(lv)游(you)(you)(you)(you)(you)(you);②離開本縣,距(ju)離超(chao)過10千米的(de)(de)探親訪友(you);③宗教朝拜;④為集(ji)體(ti)或私營企業外(wai)出(chu)采購、洽談商務、參加(jia)(jia)會(hui)議等;⑤外(wai)出(chu)參加(jia)(jia)有(you)組織(zhi)的(de)(de)文娛(yu)、體(ti)育和(he)節慶活動;⑥半年以內的(de)(de)短期培訓(xun)、學(xue)習或進修(xiu)。

　　二、 我(wo)國農民旅游市場的特點

　　1、旅游目的(de)以探親訪友、觀光游覽為(wei)主(zhu)

　　2006年國家旅游(you)局隨機(ji)抽樣(yang)的(de)(de)(de)統計數據顯(xian)示,農(nong)(nong)村居(ju)民(min)旅游(you)者中(zhong)(zhong),以(yi)(yi)(yi)探親訪(fang)(fang)友為目(mu)(mu)的(de)(de)(de)的(de)(de)(de)占61%,觀(guan)光(guang)游(you)覽的(de)(de)(de)占11.4%,休閑度假的(de)(de)(de)占4.7%,商(shang)務的(de)(de)(de)占3.5%,會(hui)議(yi)的(de)(de)(de)占2.6%。其(qi)中(zhong)(zhong)以(yi)(yi)(yi)探親訪(fang)(fang)友和觀(guan)光(guang)游(you)覽為目(mu)(mu)的(de)(de)(de)外出(chu)的(de)(de)(de)比例(li)高達(da)72.4%。河南、廣東、浙(zhe)江等省農(nong)(nong)調(diao)隊的(de)(de)(de)調(diao)查結果與此類似(si)。可(ke)以(yi)(yi)(yi)看(kan)出(chu),農(nong)(nong)村居(ju)民(min)旅游(you)者出(chu)游(you)目(mu)(mu)的(de)(de)(de)相(xiang)對比較(jiao)單(dan)一(yi),以(yi)(yi)(yi)探親訪(fang)(fang)友、觀(guan)光(guang)游(you)覽為主(zhu)。由于大(da)部分農(nong)(nong)村居(ju)民(min)長期(qi)居(ju)住在農(nong)(nong)村,與外界缺乏(fa)接觸(chu),他(ta)們懷念親情,也希望到大(da)都市里看(kan)看(kan)現代城市風光(guang)和風情,因此其(qi)出(chu)游(you)目(mu)(mu)的(de)(de)(de)多以(yi)(yi)(yi)探親訪(fang)(fang)友和游(you)覽觀(guan)光(guang)為主(zhu)。

　　2、出游者消(xiao)費水(shui)平(ping)較低,消(xiao)費結(jie)構不合理

　　根據國家旅(lv)(lv)游(you)年(nian)(nian)鑒資(zi)料,農(nong)(nong)村居(ju)(ju)民旅(lv)(lv)游(you)人(ren)均消(xiao)費(fei)(fei)近年(nian)(nian)來(lai)略有上(shang)升,扭(niu)轉了連(lian)續三年(nian)(nian)的(de)(de)下滑態勢但仍未恢復到2001年(nian)(nian)下滑前(qian)的(de)(de)水平(其中2000年(nian)(nian)為(wei)(wei)(wei)226.6元(yuan)(yuan)(yuan),2001年(nian)(nian)為(wei)(wei)(wei)212.7元(yuan)(yuan)(yuan),2002年(nian)(nian)為(wei)(wei)(wei)209.1元(yuan)(yuan)(yuan),2003年(nian)(nian)為(wei)(wei)(wei)200.0元(yuan)(yuan)(yuan),2004年(nian)(nian)為(wei)(wei)(wei)210.2元(yuan)(yuan)(yuan),2005年(nian)(nian)為(wei)(wei)(wei)221.88元(yuan)(yuan)(yuan)。據國家統計局調查,北京、上(shang)海、天津的(de)(de)農(nong)(nong)村居(ju)(ju)民旅(lv)(lv)游(you)中有51.5%的(de)(de)游(you)客(ke)家庭人(ren)均年(nian)(nian)純收入在5000元(yuan)(yuan)(yuan)以上(shang)。但從旅(lv)(lv)游(you)消(xiao)費(fei)(fei)上(shang)看,目(mu)前(qian),我(wo)國農(nong)(nong)村居(ju)(ju)民旅(lv)(lv)游(you)消(xiao)費(fei)(fei)水平仍較低。2006年(nian)(nian),我(wo)國城(cheng)鎮旅(lv)(lv)游(you)居(ju)(ju)民人(ren)均消(xiao)費(fei)(fei)達766.45元(yuan)(yuan)(yuan),而農(nong)(nong)村旅(lv)(lv)游(you)居(ju)(ju)民人(ren)均消(xiao)費(fei)(fei)水平則為(wei)(wei)(wei)221.88元(yuan)(yuan)(yuan),不足城(cheng)鎮旅(lv)(lv)游(you)居(ju)(ju)民消(xiao)費(fei)(fei)的(de)(de)三分(fen)之(zhi)一。

　　同時,農(nong)(nong)村居(ju)民旅游(you)(you)消(xiao)(xiao)費(fei)結(jie)構不(bu)盡合理(li)。根據(ju)中國國內旅游(you)(you)抽樣調查(cha),農(nong)(nong)村居(ju)民旅游(you)(you)消(xiao)(xiao)費(fei)各(ge)項(xiang)目所占(zhan)比(bi)例(li)是：交(jiao)通(tong)(tong)消(xiao)(xiao)費(fei)34.6%,食宿(su)消(xiao)(xiao)費(fei)32.9%,景區游(you)(you)覽17.4%,娛樂購(gou)(gou)物(wu)4.3%,其(qi)(qi)他10.8%。其(qi)(qi)中基本(ben)旅游(you)(you)消(xiao)(xiao)費(fei)如住宿(su)、交(jiao)通(tong)(tong)、餐飲(yin)等支出(chu)比(bi)重為84.9%。非基本(ben)旅游(you)(you)消(xiao)(xiao)費(fei)如購(gou)(gou)物(wu)、娛樂等支出(chu)比(bi)重僅為4.3%,消(xiao)(xiao)費(fei)結(jie)構非常不(bu)合理(li)。

　　3、 出游方式以自助(zhu)為主,距離多為短途

　　根據中國國內(nei)旅(lv)游(you)調查資(zi)料(liao)顯示,目前,我國農村(cun)居民外(wai)出(chu)旅(lv)游(you)大部分靠親友或自(zi)行(xing)出(chu)游(you),散客(ke)占總出(chu)游(you)人數(shu)的93.8%,只有6.2%的出(chu)游(you)者(zhe)是團體游(you)客(ke)。旅(lv)游(you)地點(dian)的選擇以省內(nei)和一些著名大城市、著名景點(dian)為主(zhu)。究(jiu)其原因主(zhu)要是在省內(nei)旅(lv)游(you)消費相對較(jiao)低,加(jia)上很多農村(cun)居民收入不高,到省外(wai)旅(lv)游(you)消費相對較(jiao)高。

　　從出(chu)游空間(jian)看,半徑(jing)比(bi)較小,主要集中在(zai)省(sheng)內。由于經濟(ji)和交通條件(jian)的制約(yue),目前農(nong)村居(ju)民旅(lv)游多以短(duan)途為主,旅(lv)游目的地主要集中在(zai)本省(sheng)范圍之內,如廣東省(sheng)農(nong)村居(ju)民外出(chu)過夜(ye)旅(lv)游中省(sheng)內旅(lv)游占到92%。西北大(da)學(xue)城市與資源學(xue)系(xi)對西安(an)農(nong)村居(ju)民旅(lv)游市場的實際(ji)調查(cha)也證實,來西安(an)旅(lv)游的農(nong)村居(ju)民旅(lv)游者在(zai)空間(jian)分布上(shang)呈現出(chu)明顯的距離衰(shuai)減規(gui)律(lv)。

　　從對景點(區)的(de)選擇看,以大中城(cheng)市(shi)、省內著(zhu)(zhu)名(ming)的(de)風景名(ming)勝區為主。根(gen)據國家統計局在全國30個省、直(zhi)轄(xia)市(shi)和自治區的(de)抽樣調查,百分之七八十以上的(de)農(nong)村(cun)居(ju)民(min)對北(bei)京、上海等城(cheng)市(shi)以及省內大中城(cheng)市(shi)、著(zhu)(zhu)名(ming)風景名(ming)勝區具有強烈的(de)偏好。這種情況可能與農(nong)村(cun)居(ju)民(min)長期處(chu)在相對封閉的(de)環境(jing)有關,這一點與城(cheng)市(shi)居(ju)民(min)熱衷(zhong)于(yu)生態旅游、鄉村(cun)旅游等形成(cheng)了強烈的(de)反差(cha)。

　　從(cong)交通工具的(de)選擇(ze)看,坐(zuo)飛機(ji)的(de)很(hen)少,選擇(ze)火車、長(chang)途汽車的(de)居(ju)多,以散客為主。從(cong)出游(you)(you)(you)(you)的(de)組織來看,隨團的(de)很(hen)少,以自主方式為主。由于(yu)農村居(ju)民(min)旅(lv)(lv)(lv)游(you)(you)(you)(you)還沒(mei)有引起旅(lv)(lv)(lv)游(you)(you)(you)(you)企業及相關經營者的(de)足夠重視,因此,在農村地區,旅(lv)(lv)(lv)游(you)(you)(you)(you)宣傳還處于(yu)空白,旅(lv)(lv)(lv)游(you)(you)(you)(you)服務(wu)機(ji)構比較(jiao)缺(que)乏(fa),農村居(ju)民(min)旅(lv)(lv)(lv)游(you)(you)(you)(you)缺(que)乏(fa)有效的(de)組織。此外,農村居(ju)民(min)居(ju)住分散,旅(lv)(lv)(lv)游(you)(you)(you)(you)目的(de)地多樣,以探親(qin)訪友為主的(de)出游(you)(you)(you)(you)動(dong)機(ji)等也(ye)加(jia)大了(le)組團的(de)難度。 4 出游(you)(you)(you)(you)者文化程(cheng)度較(jiao)高,年輕人較(jiao)多

　　一般來說(shuo),文(wen)化(hua)(hua)程(cheng)度(du)越(yue)(yue)高,外(wai)出(chu)需求越(yue)(yue)強烈,旅游(you)成行(xing)越(yue)(yue)容(rong)易(yi)(yi)。根據中(zhong)(zhong)國(guo)(guo)國(guo)(guo)內旅游(you)抽(chou)樣(yang)調查資料(liao)統(tong)計(ji)數(shu)據,我國(guo)(guo)農村(cun)居(ju)民外(wai)出(chu)旅游(you)者(zhe)(zhe)74%以上具有初中(zhong)(zhong)以上文(wen)化(hua)(hua)程(cheng)度(du),中(zhong)(zhong)專(zhuan)及高中(zhong)(zhong)文(wen)化(hua)(hua)程(cheng)度(du)達到18%。這說(shuo)明(ming),文(wen)化(hua)(hua)程(cheng)度(du)較(jiao)高者(zhe)(zhe)容(rong)易(yi)(yi)接受新(xin)鮮(xian)事物,向往外(wai)邊(bian)精彩的(de)(de)世界,愿意出(chu)去開(kai)眼界、長見識。此(ci)外(wai),從(cong)年(nian)齡分布上看(kan),我國(guo)(guo)農村(cun)居(ju)民出(chu)游(you)者(zhe)(zhe)的(de)(de)主(zhu)體部分是青(qing)壯年(nian)即年(nian)齡為25～65歲,其中(zhong)(zhong)青(qing)少年(nian)占(zhan)(zhan)10.82%,25～44歲占(zhan)(zhan)48.92%,45～65歲占(zhan)(zhan)30.3%,25～65歲者(zhe)(zhe),合計(ji)占(zhan)(zhan)90.04%。 5 出(chu)游(you)時間較(jiao)短,集中(zhong)(zhong)在農閑季(ji)節

　　從出游時(shi)間看(kan),相對比(bi)較(jiao)(jiao)分(fen)散(san),但季節性(xing)明(ming)顯(xian)。較(jiao)(jiao)之于(yu)城鎮居(ju)(ju)(ju)民出游主要集中在(zai)(zai)雙休日和(he)假期(qi),農(nong)村(cun)居(ju)(ju)(ju)民出行時(shi)間的(de)(de)選(xuan)擇相對比(bi)較(jiao)(jiao)分(fen)散(san)。另(ling)外從整(zheng)體情況看(kan),每年的(de)(de)春秋兩季,是(shi)全國大部分(fen)農(nong)村(cun)的(de)(de)農(nong)忙(mang)季節,其他時(shi)間則(ze)為農(nong)閑期(qi),這一特(te)點決定(ding)了農(nong)村(cun)居(ju)(ju)(ju)民出游的(de)(de)總體規律(lv)。但隨著農(nong)村(cun)機(ji)械(xie)化水平的(de)(de)不(bu)斷提高,春秋兩季的(de)(de)農(nong)忙(mang)時(shi)間在(zai)(zai)不(bu)斷縮(suo)短和(he)集中,相反,農(nong)閑期(qi)則(ze)不(bu)斷延長。另(ling)外農(nong)村(cun)居(ju)(ju)(ju)民出游時(shi)間的(de)(de)分(fen)散(san)性(xing)和(he)季節性(xing)恰(qia)好與城鎮居(ju)(ju)(ju)民互補(bu),這在(zai)(zai)一定(ding)程度上有利于(yu)縮(suo)小(xiao)旅(lv)游淡旺季差異。

　　三(san) 、我(wo)國農民(min)旅游市場的開(kai)發策略

　　1、刺激農民旅(lv)游消費需求(qiu)

　　首先(xian),最(zui)重要(yao)(yao)(yao)的是(shi)(shi)物(wu)質(zhi)上的刺(ci)(ci)激,也就(jiu)是(shi)(shi)要(yao)(yao)(yao)以提高(gao)農(nong)(nong)(nong)民(min)(min)(min)收(shou)入(ru)(ru)為前(qian)提。足夠的可(ke)自由支(zhi)配收(shou)入(ru)(ru)是(shi)(shi)外出(chu)(chu)(chu)旅游(you)的首要(yao)(yao)(yao)條件。農(nong)(nong)(nong)民(min)(min)(min)收(shou)入(ru)(ru)不高(gao)一(yi)直(zhi)是(shi)(shi)阻(zu)礙我(wo)國(guo)農(nong)(nong)(nong)民(min)(min)(min)旅游(you)市場發展的主要(yao)(yao)(yao)因素(su),是(shi)(shi)我(wo)國(guo)農(nong)(nong)(nong)民(min)(min)(min)旅游(you)消(xiao)費(fei)(fei)規模小的主要(yao)(yao)(yao)原因。雖然近(jin)年來(lai)我(wo)國(guo)政(zheng)府(fu)非常(chang)重視農(nong)(nong)(nong)民(min)(min)(min)增收(shou)問題(ti)(ti),出(chu)(chu)(chu)臺了諸(zhu)如減免(mian)農(nong)(nong)(nong)業(ye)稅、增加(jia)農(nong)(nong)(nong)業(ye)補(bu)貼(tie)、對偏遠山區增加(jia)財政(zheng)撥款等措(cuo)施(shi),對農(nong)(nong)(nong)民(min)(min)(min)增收(shou)起到了一(yi)定(ding)作(zuo)用,但是(shi)(shi)增強(qiang)(qiang)這(zhe)些“輸血(xue)功能(neng)(neng)(neng)”只是(shi)(shi)治(zhi)標不治(zhi)本。政(zheng)府(fu)應該加(jia)強(qiang)(qiang)諸(zhu)如農(nong)(nong)(nong)村產業(ye)結構調整(zheng)、提高(gao)農(nong)(nong)(nong)業(ye)生產力(li)、增加(jia)農(nong)(nong)(nong)民(min)(min)(min)工(gong)外出(chu)(chu)(chu)工(gong)作(zuo)機(ji)(ji)會等“造血(xue)功能(neng)(neng)(neng)”,這(zhe)樣才能(neng)(neng)(neng)從(cong)(cong)根本上解決農(nong)(nong)(nong)民(min)(min)(min)增收(shou)問題(ti)(ti),才能(neng)(neng)(neng)大(da)大(da)地刺(ci)(ci)激農(nong)(nong)(nong)民(min)(min)(min)的旅游(you)消(xiao)費(fei)(fei)需求。其次,精神上的刺(ci)(ci)激,也就(jiu)是(shi)(shi)轉(zhuan)變(bian)農(nong)(nong)(nong)民(min)(min)(min)的傳統思想觀念(nian)。我(wo)國(guo)農(nong)(nong)(nong)民(min)(min)(min)的傳統消(xiao)費(fei)(fei)觀念(nian)嚴重遏制(zhi)了一(yi)部分具(ju)有經(jing)濟實(shi)力(li)農(nong)(nong)(nong)民(min)(min)(min)的旅游(you)動(dong)機(ji)(ji)。要(yao)(yao)(yao)從(cong)(cong)思想上改(gai)變(bian)農(nong)(nong)(nong)民(min)(min)(min)的消(xiao)費(fei)(fei)觀念(nian),在操(cao)作(zuo)上存(cun)在一(yi)定(ding)的困難,只有從(cong)(cong)教育(yu)、電視媒體、與外界人員交流等過程中慢(man)慢(man)改(gai)變(bian)他們的消(xiao)費(fei)(fei)觀念(nian),傳輸信用消(xiao)費(fei)(fei)、時尚(shang)消(xiao)費(fei)(fei)等現代消(xiao)費(fei)(fei)觀念(nian),從(cong)(cong)而引導農(nong)(nong)(nong)民(min)(min)(min)進(jin)行旅游(you)消(xiao)費(fei)(fei)。

　　2、有針對性地進(jin)行旅游宣(xuan)傳促銷

　　首先,旅(lv)(lv)(lv)游(you)(you)(you)(you)宣(xuan)(xuan)傳(chuan)(chuan)促銷(xiao)(xiao)應(ying)(ying)該(gai)突出重(zhong)點(dian),有(you)選擇性地進行。在當前我國農(nong)村經濟發展水(shui)平不(bu)(bu)(bu)均衡的(de)(de)情況下,農(nong)村旅(lv)(lv)(lv)游(you)(you)(you)(you)市場開發不(bu)(bu)(bu)能(neng)全(quan)(quan)(quan)面推進,旅(lv)(lv)(lv)游(you)(you)(you)(you)宣(xuan)(xuan)傳(chuan)(chuan)促銷(xiao)(xiao)更不(bu)(bu)(bu)能(neng)全(quan)(quan)(quan)面鋪開。應(ying)(ying)該(gai)有(you)選擇性地在較富(fu)裕的(de)(de)近(jin)郊農(nong)村開展,突出重(zhong)點(dian)區域和(he)人群(qun),增強他(ta)(ta)們的(de)(de)旅(lv)(lv)(lv)游(you)(you)(you)(you)意識(shi),從而(er)慢慢帶(dai)動(dong)其(qi)(qi)他(ta)(ta)農(nong)村旅(lv)(lv)(lv)游(you)(you)(you)(you)市場,達到增強農(nong)民(min)的(de)(de)“全(quan)(quan)(quan)民(min)”旅(lv)(lv)(lv)游(you)(you)(you)(you)意識(shi)。其(qi)(qi)次(ci),選擇合適(shi)的(de)(de)宣(xuan)(xuan)傳(chuan)(chuan)促銷(xiao)(xiao)方(fang)式。開展農(nong)村旅(lv)(lv)(lv)游(you)(you)(you)(you)宣(xuan)(xuan)傳(chuan)(chuan)促銷(xiao)(xiao),針對不(bu)(bu)(bu)同(tong)地區的(de)(de)農(nong)村,應(ying)(ying)采取不(bu)(bu)(bu)同(tong)的(de)(de)宣(xuan)(xuan)傳(chuan)(chuan)促銷(xiao)(xiao)方(fang)式。比如(ru),近(jin)郊富(fu)裕農(nong)村,這(zhe)部分農(nong)民(min)的(de)(de)生(sheng)活(huo)方(fang)式已經很接近(jin)城鎮居民(min),完全(quan)(quan)(quan)可以采取傳(chuan)(chuan)統的(de)(de)旅(lv)(lv)(lv)游(you)(you)(you)(you)宣(xuan)(xuan)傳(chuan)(chuan)促銷(xiao)(xiao)方(fang)式;但(dan)對于廣(guang)大的(de)(de)一般(ban)農(nong)村,則廣(guang)泛采用(yong)建筑物墻(qiang)體(ti)廣(guang)告較為適(shi)宜。此外(wai),在旅(lv)(lv)(lv)游(you)(you)(you)(you)旺(wang)季時,還可以針對一些重(zhong)點(dian)市場定期或不(bu)(bu)(bu)定期地下鄉(xiang)開展旅(lv)(lv)(lv)游(you)(you)(you)(you)促銷(xiao)(xiao)活(huo)動(dong)。

　　3、開發合適(shi)的(de)農(nong)民旅游產(chan)品

　　我國農(nong)民旅(lv)游還處在初級階段,針對(dui)這部分初級旅(lv)游市(shi)(shi)場,應以(yi)觀光(guang)旅(lv)游產品為(wei)主。但是(shi)(shi)農(nong)村(cun)居民的旅(lv)游需(xu)求又不同于城(cheng)(cheng)鎮居民,久居農(nong)村(cun)的農(nong)民他們向往大城(cheng)(cheng)市(shi)(shi)的繁華而不是(shi)(shi)山(shan)山(shan)水水,因此城(cheng)(cheng)市(shi)(shi)觀光(guang)旅(lv)游產品將會是(shi)(shi)廣大農(nong)民的首選。

　　除(chu)此之外,還應設(she)計(ji)一(yi)些(xie)專項旅(lv)游(you)產品(pin)(pin)(pin)以滿足農(nong)(nong)(nong)(nong)民的(de)(de)特(te)殊(shu)需求(qiu),諸如，一(yi)是科普(pu)旅(lv)游(you)產品(pin)(pin)(pin),把農(nong)(nong)(nong)(nong)業(ye)科普(pu)與(yu)旅(lv)游(you)觀光結(jie)合起來(lai),農(nong)(nong)(nong)(nong)民可以在休閑娛樂中學(xue)習到(dao)先進的(de)(de)農(nong)(nong)(nong)(nong)業(ye)科普(pu)知(zhi)識,既修(xiu)身養性又(you)能學(xue)習先進的(de)(de)農(nong)(nong)(nong)(nong)業(ye)生(sheng)產技(ji)術,一(yi)舉(ju)兩得(de),如參(can)(can)觀現(xian)代農(nong)(nong)(nong)(nong)業(ye)園、參(can)(can)加農(nong)(nong)(nong)(nong)業(ye)展覽會等;二(er)是宗教(jiao)朝(chao)拜旅(lv)游(you)產品(pin)(pin)(pin),我國(guo)農(nong)(nong)(nong)(nong)村居(ju)民信徒占相(xiang)當大的(de)(de)比率(lv),如佛教(jiao)、道教(jiao)、伊斯(si)蘭教(jiao)等宗教(jiao)在我國(guo)農(nong)(nong)(nong)(nong)村都擁有大量的(de)(de)信徒,我國(guo)眾多的(de)(de)宗教(jiao)圣地(di)對(dui)眾多農(nong)(nong)(nong)(nong)民信徒具有很大的(de)(de)吸(xi)引(yin)力;三是針對(dui)老年(nian)人的(de)(de)健(jian)康(kang)旅(lv)游(you)產品(pin)(pin)(pin),外出打工的(de)(de)年(nian)輕人越(yue)(yue)來(lai)越(yue)(yue)多,可利(li)用(yong)一(yi)些(xie)晚輩(bei)(bei)孝敬長輩(bei)(bei)的(de)(de)心理,在農(nong)(nong)(nong)(nong)民工眾多的(de)(de)城市設(she)計(ji)一(yi)些(xie)適合農(nong)(nong)(nong)(nong)村老年(nian)人的(de)(de)健(jian)康(kang)旅(lv)游(you)產品(pin)(pin)(pin),集探親和健(jian)康(kang)療養為一(yi)體;四是針對(dui)農(nong)(nong)(nong)(nong)村學(xue)生(sheng)的(de)(de)教(jiao)育旅(lv)游(you)產品(pin)(pin)(pin),農(nong)(nong)(nong)(nong)村教(jiao)育條件較城市匱乏,可以利(li)用(yong)學(xue)生(sheng)的(de)(de)求(qiu)知(zhi)欲,設(she)計(ji)一(yi)些(xie)對(dui)農(nong)(nong)(nong)(nong)村學(xue)生(sheng)發(fa)展有利(li)的(de)(de)教(jiao)育旅(lv)游(you)產品(pin)(pin)(pin),如參(can)(can)觀博物館或科技(ji)館、革命圣地(di)夏令(ling)營等。 4 改善農(nong)(nong)(nong)(nong)村旅(lv)游(you)服務

　　“服務乃旅游(you)(you)之本”,針(zhen)對農(nong)(nong)民(min)旅游(you)(you)市場顯得(de)更為(wei)重(zhong)要(yao)。要(yao)開發好農(nong)(nong)村旅游(you)(you)市場,就(jiu)必(bi)須做到以下(xia)幾點(dian)：一(yi)是選擇適當的(de)(de)地(di)(di)點(dian)設(she)(she)立農(nong)(nong)民(min)旅游(you)(you)門市部或報名(ming)點(dian),方便農(nong)(nong)民(min)報名(ming);二是在農(nong)(nong)民(min)進行旅游(you)(you)咨(zi)詢時(shi),工作人(ren)員不(bu)僅(jin)要(yao)做到熱情、耐(nai)心地(di)(di)回答廣大農(nong)(nong)民(min)朋友的(de)(de)問題,而(er)(er)且要(yao)設(she)(she)身處地(di)(di)地(di)(di)為(wei)農(nong)(nong)民(min)著想選擇適當的(de)(de)旅游(you)(you)線路;三是在導游(you)(you)服務過程中,切不(bu)可因(yin)為(wei)他們來(lai)自農(nong)(nong)村而(er)(er)對他們抱著一(yi)種瞧不(bu)起和不(bu)理(li)睬的(de)(de)態度,此時(shi)更應該給他們親人(ren)般(ban)的(de)(de)關懷,盡量安(an)排懂他們方言的(de)(de)導游(you)(you),方便交流。

　　總之,開發(fa)(fa)農(nong)(nong)民旅(lv)游市場(chang)是時代(dai)的(de)(de)(de)要求,也是一個發(fa)(fa)展(zhan)機遇,更(geng)是一個挑(tiao)戰。雖然(ran)開發(fa)(fa)才起步,但有著遠大的(de)(de)(de)發(fa)(fa)展(zhan)前景。隨著農(nong)(nong)民消費觀念的(de)(de)(de)轉變、生活(huo)水(shui)平(ping)的(de)(de)(de)提(ti)高(gao),只(zhi)要有針對性地做好農(nong)(nong)民旅(lv)游的(de)(de)(de)合(he)理引導、大力支持、規范管(guan)理,農(nong)(nong)民旅(lv)游市場(chang)就將成為(wei)我國(guo)旅(lv)游市場(chang)的(de)(de)(de)重(zhong)要組成部(bu)分,開發(fa)(fa)好農(nong)(nong)村居民旅(lv)游市場(chang)會對我國(guo)社會主義和諧(xie)社會的(de)(de)(de)構建和旅(lv)游經濟的(de)(de)(de)發(fa)(fa)展(zhan)有重(zhong)要的(de)(de)(de)推動作用。