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　   我國(guo)(guo)是(shi)(shi)擁有13億(yi)人口的(de)(de)大國(guo)(guo),其中(zhong)將近(jin)8億(yi)人在農村。在國(guo)(guo)際(ji)化(hua)日(ri)益提高(gao)的(de)(de)當今世界(jie),任何資本(ben)都不可能無視中(zhong)國(guo)(guo)農村這個人口比歐美總人口還多的(de)(de)、尚有待(dai)開發的(de)(de)巨(ju)大市場。隨著我國(guo)(guo)經濟的(de)(de)發展(zhan)和我國(guo)(guo)政府(fu)對“三農”問(wen)題的(de)(de)重視,最近(jin)幾年,農民(min)的(de)(de)生(sheng)活水平得到了(le)很大的(de)(de)提高(gao),農民(min)的(de)(de)旅(lv)游需求也漸(jian)趨旺盛,農民(min)旅(lv)游已(yi)經是(shi)(shi)我國(guo)(guo)國(guo)(guo)內旅(lv)游的(de)(de)重要組(zu)成(cheng)部分。

　　一、 農民旅游市場的內涵

　　通常把農民旅游(you)(you)、農村(cun)(cun)旅游(you)(you)、農業旅游(you)(you)統稱為“三農旅游(you)(you)”。中(zhong)國(guo)社會(hui)科學(xue)院(yuan)旅游(you)(you)研究中(zhong)心研究員(yuan)魏(wei)小安指出(chu),農業旅游(you)(you)是(shi)一個產品概念,農村(cun)(cun)旅游(you)(you)是(shi)一個區域(yu)概念,農民旅游(you)(you)是(shi)一個市場概念。農民旅游(you)(you)意味著農民不僅是(shi)旅游(you)(you)產品的(de)(de)供給者和生產者,也(ye)應(ying)該是(shi)需求者和消費(fei)者。主要旅游(you)(you)類型包括：①參(can)加(jia)(jia)(jia)旅行社組織(zhi)的(de)(de)團隊旅游(you)(you);②離(li)開本縣,距離(li)超(chao)過10千米(mi)的(de)(de)探親訪友(you);③宗教朝拜;④為集體或(huo)(huo)私營企業外(wai)出(chu)采購、洽(qia)談商務、參(can)加(jia)(jia)(jia)會(hui)議等;⑤外(wai)出(chu)參(can)加(jia)(jia)(jia)有(you)組織(zhi)的(de)(de)文娛、體育和節慶活動(dong);⑥半年(nian)以(yi)內的(de)(de)短期培(pei)訓、學(xue)習或(huo)(huo)進修。

　　二(er)、 我國(guo)農民旅游(you)市場的特點

　　1、旅游(you)目的以(yi)探親訪友、觀光游(you)覽為主

　　2006年(nian)國家旅游(you)(you)局隨機抽樣的(de)(de)(de)統計數據顯示,農村居民(min)旅游(you)(you)者(zhe)(zhe)中(zhong),以(yi)探(tan)親(qin)(qin)(qin)訪友(you)為目(mu)的(de)(de)(de)的(de)(de)(de)占(zhan)(zhan)61%,觀光游(you)(you)覽的(de)(de)(de)占(zhan)(zhan)11.4%,休閑度假的(de)(de)(de)占(zhan)(zhan)4.7%,商(shang)務的(de)(de)(de)占(zhan)(zhan)3.5%,會議的(de)(de)(de)占(zhan)(zhan)2.6%。其(qi)中(zhong)以(yi)探(tan)親(qin)(qin)(qin)訪友(you)和觀光游(you)(you)覽為目(mu)的(de)(de)(de)外出的(de)(de)(de)比例(li)高(gao)達(da)72.4%。河南、廣東、浙江等省農調隊的(de)(de)(de)調查結果與此類似。可以(yi)看(kan)出,農村居民(min)旅游(you)(you)者(zhe)(zhe)出游(you)(you)目(mu)的(de)(de)(de)相(xiang)對(dui)比較單一,以(yi)探(tan)親(qin)(qin)(qin)訪友(you)、觀光游(you)(you)覽為主(zhu)(zhu)。由(you)于大(da)部分農村居民(min)長期居住在農村,與外界缺乏接觸,他們懷念(nian)親(qin)(qin)(qin)情(qing),也希望到(dao)大(da)都(dou)市里看(kan)看(kan)現代城市風(feng)光和風(feng)情(qing),因此其(qi)出游(you)(you)目(mu)的(de)(de)(de)多以(yi)探(tan)親(qin)(qin)(qin)訪友(you)和游(you)(you)覽觀光為主(zhu)(zhu)。

　　2、出游者消費(fei)水平較低,消費(fei)結(jie)構不合理

　　根據國(guo)家旅(lv)(lv)游(you)(you)年(nian)(nian)(nian)鑒資料,農(nong)(nong)村居(ju)民(min)旅(lv)(lv)游(you)(you)人均消(xiao)費(fei)(fei)近年(nian)(nian)(nian)來(lai)略有上升,扭轉了連續三年(nian)(nian)(nian)的(de)下滑態勢但仍未(wei)恢復(fu)到2001年(nian)(nian)(nian)下滑前(qian)的(de)水平(其中2000年(nian)(nian)(nian)為(wei)(wei)226.6元(yuan),2001年(nian)(nian)(nian)為(wei)(wei)212.7元(yuan),2002年(nian)(nian)(nian)為(wei)(wei)209.1元(yuan),2003年(nian)(nian)(nian)為(wei)(wei)200.0元(yuan),2004年(nian)(nian)(nian)為(wei)(wei)210.2元(yuan),2005年(nian)(nian)(nian)為(wei)(wei)221.88元(yuan)。據國(guo)家統(tong)計(ji)局調查(cha),北京、上海、天津的(de)農(nong)(nong)村居(ju)民(min)旅(lv)(lv)游(you)(you)中有51.5%的(de)游(you)(you)客家庭人均年(nian)(nian)(nian)純(chun)收(shou)入在5000元(yuan)以(yi)上。但從旅(lv)(lv)游(you)(you)消(xiao)費(fei)(fei)上看,目前(qian),我國(guo)農(nong)(nong)村居(ju)民(min)旅(lv)(lv)游(you)(you)消(xiao)費(fei)(fei)水平仍較低。2006年(nian)(nian)(nian),我國(guo)城(cheng)鎮(zhen)旅(lv)(lv)游(you)(you)居(ju)民(min)人均消(xiao)費(fei)(fei)達766.45元(yuan),而(er)農(nong)(nong)村旅(lv)(lv)游(you)(you)居(ju)民(min)人均消(xiao)費(fei)(fei)水平則為(wei)(wei)221.88元(yuan),不足(zu)城(cheng)鎮(zhen)旅(lv)(lv)游(you)(you)居(ju)民(min)消(xiao)費(fei)(fei)的(de)三分之一。

　　同時,農村(cun)(cun)居民旅(lv)(lv)游消(xiao)費(fei)結構(gou)不(bu)盡合理(li)。根據中國國內旅(lv)(lv)游抽(chou)樣調查,農村(cun)(cun)居民旅(lv)(lv)游消(xiao)費(fei)各項目所占比例是：交通(tong)消(xiao)費(fei)34.6%,食宿消(xiao)費(fei)32.9%,景(jing)區游覽17.4%,娛樂購物4.3%,其(qi)他10.8%。其(qi)中基本旅(lv)(lv)游消(xiao)費(fei)如住宿、交通(tong)、餐飲等支(zhi)出(chu)比重為84.9%。非(fei)基本旅(lv)(lv)游消(xiao)費(fei)如購物、娛樂等支(zhi)出(chu)比重僅為4.3%,消(xiao)費(fei)結構(gou)非(fei)常不(bu)合理(li)。

　　3、 出(chu)游方(fang)式以自助為主,距離(li)多為短途

　　根(gen)據中國國內旅(lv)游(you)調查資料顯示,目前,我國農村居民(min)外出(chu)(chu)旅(lv)游(you)大(da)(da)部分靠親(qin)友或自行出(chu)(chu)游(you),散客占總出(chu)(chu)游(you)人數(shu)的(de)93.8%,只有6.2%的(de)出(chu)(chu)游(you)者是(shi)團(tuan)體游(you)客。旅(lv)游(you)地點的(de)選擇以省內和一些(xie)著(zhu)(zhu)名大(da)(da)城市、著(zhu)(zhu)名景點為(wei)主。究其原因主要(yao)是(shi)在省內旅(lv)游(you)消(xiao)費相對較(jiao)低,加上很多(duo)農村居民(min)收入(ru)不(bu)高(gao),到省外旅(lv)游(you)消(xiao)費相對較(jiao)高(gao)。

　　從出(chu)游(you)(you)(you)空間看(kan),半徑比較小,主要集(ji)中在省(sheng)內。由(you)于經濟(ji)和交(jiao)通條件的制約(yue),目(mu)前農(nong)村居民旅(lv)游(you)(you)(you)多(duo)以(yi)短途為(wei)主,旅(lv)游(you)(you)(you)目(mu)的地主要集(ji)中在本省(sheng)范圍之(zhi)內,如廣東(dong)省(sheng)農(nong)村居民外(wai)出(chu)過夜旅(lv)游(you)(you)(you)中省(sheng)內旅(lv)游(you)(you)(you)占到92%。西北大學(xue)城市與資源學(xue)系對西安(an)農(nong)村居民旅(lv)游(you)(you)(you)市場的實(shi)際(ji)調(diao)查也證實(shi),來(lai)西安(an)旅(lv)游(you)(you)(you)的農(nong)村居民旅(lv)游(you)(you)(you)者在空間分布上(shang)呈現出(chu)明顯的距離(li)衰減規律。

　　從(cong)對景點(dian)(區(qu))的(de)選擇看,以(yi)大中(zhong)城市、省內著名(ming)的(de)風(feng)景名(ming)勝區(qu)為主。根(gen)據國家(jia)統計局在全(quan)國30個省、直(zhi)轄(xia)市和自治區(qu)的(de)抽樣調查(cha),百(bai)分之(zhi)七八十(shi)以(yi)上的(de)農村(cun)居(ju)民(min)對北京(jing)、上海等(deng)城市以(yi)及(ji)省內大中(zhong)城市、著名(ming)風(feng)景名(ming)勝區(qu)具有強烈(lie)的(de)偏好。這(zhe)種情況可能與(yu)(yu)農村(cun)居(ju)民(min)長期處(chu)在相(xiang)對封(feng)閉的(de)環境有關,這(zhe)一(yi)點(dian)與(yu)(yu)城市居(ju)民(min)熱(re)衷(zhong)于生態旅(lv)游、鄉村(cun)旅(lv)游等(deng)形成(cheng)了強烈(lie)的(de)反差(cha)。

　　從交通工(gong)具(ju)的(de)(de)選擇(ze)看,坐飛機的(de)(de)很(hen)少,選擇(ze)火車(che)(che)、長途汽車(che)(che)的(de)(de)居(ju)多(duo),以散客(ke)為主。從出(chu)(chu)游(you)(you)(you)的(de)(de)組織(zhi)來(lai)看,隨團的(de)(de)很(hen)少,以自(zi)主方(fang)式(shi)為主。由于農(nong)(nong)村(cun)居(ju)民(min)(min)旅(lv)游(you)(you)(you)還沒有(you)引起旅(lv)游(you)(you)(you)企業及相(xiang)關經(jing)營者的(de)(de)足夠重視,因此,在農(nong)(nong)村(cun)地區,旅(lv)游(you)(you)(you)宣傳還處于空白,旅(lv)游(you)(you)(you)服務機構比較(jiao)缺乏,農(nong)(nong)村(cun)居(ju)民(min)(min)旅(lv)游(you)(you)(you)缺乏有(you)效(xiao)的(de)(de)組織(zhi)。此外(wai),農(nong)(nong)村(cun)居(ju)民(min)(min)居(ju)住分散,旅(lv)游(you)(you)(you)目(mu)的(de)(de)地多(duo)樣,以探親訪友為主的(de)(de)出(chu)(chu)游(you)(you)(you)動機等(deng)也(ye)加大了組團的(de)(de)難度(du)。 4 出(chu)(chu)游(you)(you)(you)者文化程度(du)較(jiao)高(gao),年輕人(ren)較(jiao)多(duo)

　　一般來說,文(wen)化(hua)(hua)程(cheng)(cheng)度(du)越(yue)高(gao),外(wai)出(chu)需求越(yue)強烈,旅(lv)游(you)(you)成行越(yue)容易。根據(ju)中國國內旅(lv)游(you)(you)抽(chou)樣調查資料統(tong)計數據(ju),我(wo)國農村居(ju)民(min)外(wai)出(chu)旅(lv)游(you)(you)者(zhe)(zhe)74%以(yi)上(shang)具有(you)初中以(yi)上(shang)文(wen)化(hua)(hua)程(cheng)(cheng)度(du),中專及(ji)高(gao)中文(wen)化(hua)(hua)程(cheng)(cheng)度(du)達到(dao)18%。這說明,文(wen)化(hua)(hua)程(cheng)(cheng)度(du)較高(gao)者(zhe)(zhe)容易接(jie)受新(xin)鮮(xian)事物,向往外(wai)邊精(jing)彩的世界,愿(yuan)意(yi)出(chu)去開眼界、長(chang)見(jian)識。此外(wai),從年(nian)齡(ling)(ling)分(fen)布上(shang)看(kan),我(wo)國農村居(ju)民(min)出(chu)游(you)(you)者(zhe)(zhe)的主體部分(fen)是青(qing)壯年(nian)即年(nian)齡(ling)(ling)為(wei)25～65歲(sui),其中青(qing)少年(nian)占(zhan)10.82%,25～44歲(sui)占(zhan)48.92%,45～65歲(sui)占(zhan)30.3%,25～65歲(sui)者(zhe)(zhe),合計占(zhan)90.04%。 5 出(chu)游(you)(you)時間較短,集中在農閑季(ji)節

　　從出(chu)游(you)(you)時間(jian)看(kan),相(xiang)對比較分(fen)散,但季節(jie)性(xing)(xing)(xing)明顯(xian)。較之于城(cheng)(cheng)鎮居(ju)(ju)民出(chu)游(you)(you)主要集(ji)中(zhong)在(zai)雙休(xiu)日和假期,農(nong)(nong)(nong)村居(ju)(ju)民出(chu)行時間(jian)的選擇相(xiang)對比較分(fen)散。另外(wai)從整體情況看(kan),每(mei)年(nian)的春秋兩季,是(shi)全國大(da)部分(fen)農(nong)(nong)(nong)村的農(nong)(nong)(nong)忙季節(jie),其他時間(jian)則(ze)為農(nong)(nong)(nong)閑期,這一(yi)特點(dian)決(jue)定了農(nong)(nong)(nong)村居(ju)(ju)民出(chu)游(you)(you)的總(zong)體規律。但隨著農(nong)(nong)(nong)村機(ji)械化水平的不(bu)斷(duan)提高,春秋兩季的農(nong)(nong)(nong)忙時間(jian)在(zai)不(bu)斷(duan)縮(suo)短和集(ji)中(zhong),相(xiang)反(fan),農(nong)(nong)(nong)閑期則(ze)不(bu)斷(duan)延長(chang)。另外(wai)農(nong)(nong)(nong)村居(ju)(ju)民出(chu)游(you)(you)時間(jian)的分(fen)散性(xing)(xing)(xing)和季節(jie)性(xing)(xing)(xing)恰好與城(cheng)(cheng)鎮居(ju)(ju)民互補,這在(zai)一(yi)定程度上有利于縮(suo)小旅游(you)(you)淡旺季差異。

　　三 、我國(guo)農民(min)旅(lv)游(you)市場的開發策略

　　1、刺激農(nong)民旅游消費(fei)需求

　　首先,最(zui)重要的(de)(de)是物質(zhi)上(shang)的(de)(de)刺(ci)激(ji)(ji),也就是要以(yi)提(ti)(ti)高農(nong)(nong)(nong)(nong)民(min)(min)(min)收(shou)入為前提(ti)(ti)。足夠的(de)(de)可自由支配(pei)收(shou)入是外(wai)出旅(lv)游(you)(you)的(de)(de)首要條件(jian)。農(nong)(nong)(nong)(nong)民(min)(min)(min)收(shou)入不(bu)高一(yi)(yi)(yi)直是阻(zu)礙我(wo)國(guo)農(nong)(nong)(nong)(nong)民(min)(min)(min)旅(lv)游(you)(you)市場發展的(de)(de)主(zhu)要因素(su),是我(wo)國(guo)農(nong)(nong)(nong)(nong)民(min)(min)(min)旅(lv)游(you)(you)消費規(gui)模小的(de)(de)主(zhu)要原因。雖然近年來(lai)我(wo)國(guo)政府(fu)(fu)非(fei)常重視(shi)(shi)農(nong)(nong)(nong)(nong)民(min)(min)(min)增收(shou)問題(ti),出臺了諸(zhu)如(ru)減免農(nong)(nong)(nong)(nong)業稅、增加農(nong)(nong)(nong)(nong)業補貼、對(dui)偏遠山區增加財政撥款等(deng)措施,對(dui)農(nong)(nong)(nong)(nong)民(min)(min)(min)增收(shou)起到了一(yi)(yi)(yi)定作用(yong),但是增強這些(xie)“輸血功能(neng)”只(zhi)(zhi)是治標不(bu)治本。政府(fu)(fu)應該(gai)加強諸(zhu)如(ru)農(nong)(nong)(nong)(nong)村產業結(jie)構調整、提(ti)(ti)高農(nong)(nong)(nong)(nong)業生(sheng)產力、增加農(nong)(nong)(nong)(nong)民(min)(min)(min)工(gong)外(wai)出工(gong)作機(ji)會等(deng)“造血功能(neng)”,這樣才(cai)能(neng)從(cong)根本上(shang)解決農(nong)(nong)(nong)(nong)民(min)(min)(min)增收(shou)問題(ti),才(cai)能(neng)大(da)(da)大(da)(da)地刺(ci)激(ji)(ji)農(nong)(nong)(nong)(nong)民(min)(min)(min)的(de)(de)旅(lv)游(you)(you)消費需求。其次,精(jing)神上(shang)的(de)(de)刺(ci)激(ji)(ji),也就是轉(zhuan)變農(nong)(nong)(nong)(nong)民(min)(min)(min)的(de)(de)傳統思(si)想觀念(nian)。我(wo)國(guo)農(nong)(nong)(nong)(nong)民(min)(min)(min)的(de)(de)傳統消費觀念(nian)嚴重遏制了一(yi)(yi)(yi)部分具有經濟實力農(nong)(nong)(nong)(nong)民(min)(min)(min)的(de)(de)旅(lv)游(you)(you)動(dong)機(ji)。要從(cong)思(si)想上(shang)改(gai)(gai)變農(nong)(nong)(nong)(nong)民(min)(min)(min)的(de)(de)消費觀念(nian),在操作上(shang)存在一(yi)(yi)(yi)定的(de)(de)困難,只(zhi)(zhi)有從(cong)教(jiao)育、電視(shi)(shi)媒(mei)體、與外(wai)界人員交流等(deng)過程中慢慢改(gai)(gai)變他(ta)們的(de)(de)消費觀念(nian),傳輸信用(yong)消費、時尚消費等(deng)現代(dai)消費觀念(nian),從(cong)而引導(dao)農(nong)(nong)(nong)(nong)民(min)(min)(min)進行(xing)旅(lv)游(you)(you)消費。

　　2、有(you)針對性地進行(xing)旅(lv)游(you)宣傳促銷

　　首先,旅(lv)(lv)(lv)游(you)(you)宣(xuan)傳(chuan)(chuan)促(cu)銷(xiao)(xiao)(xiao)(xiao)應該突(tu)出(chu)重點,有選(xuan)擇性地進(jin)(jin)行(xing)。在(zai)當前(qian)我(wo)國農(nong)(nong)村(cun)經濟發(fa)展水平不均衡的(de)情況(kuang)下(xia),農(nong)(nong)村(cun)旅(lv)(lv)(lv)游(you)(you)市(shi)(shi)場(chang)開(kai)(kai)發(fa)不能(neng)全(quan)面推進(jin)(jin),旅(lv)(lv)(lv)游(you)(you)宣(xuan)傳(chuan)(chuan)促(cu)銷(xiao)(xiao)(xiao)(xiao)更(geng)不能(neng)全(quan)面鋪開(kai)(kai)。應該有選(xuan)擇性地在(zai)較富裕的(de)近郊農(nong)(nong)村(cun)開(kai)(kai)展,突(tu)出(chu)重點區域和人(ren)群,增(zeng)強他們(men)的(de)旅(lv)(lv)(lv)游(you)(you)意識,從而慢(man)慢(man)帶動(dong)其他農(nong)(nong)村(cun)旅(lv)(lv)(lv)游(you)(you)市(shi)(shi)場(chang),達到增(zeng)強農(nong)(nong)民(min)的(de)“全(quan)民(min)”旅(lv)(lv)(lv)游(you)(you)意識。其次,選(xuan)擇合適(shi)的(de)宣(xuan)傳(chuan)(chuan)促(cu)銷(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)。開(kai)(kai)展農(nong)(nong)村(cun)旅(lv)(lv)(lv)游(you)(you)宣(xuan)傳(chuan)(chuan)促(cu)銷(xiao)(xiao)(xiao)(xiao),針(zhen)對(dui)不同地區的(de)農(nong)(nong)村(cun),應采取(qu)不同的(de)宣(xuan)傳(chuan)(chuan)促(cu)銷(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)。比如,近郊富裕農(nong)(nong)村(cun),這部分(fen)農(nong)(nong)民(min)的(de)生活方(fang)(fang)式(shi)已經很接近城鎮居民(min),完(wan)全(quan)可以(yi)采取(qu)傳(chuan)(chuan)統的(de)旅(lv)(lv)(lv)游(you)(you)宣(xuan)傳(chuan)(chuan)促(cu)銷(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi);但對(dui)于廣(guang)大的(de)一般農(nong)(nong)村(cun),則(ze)廣(guang)泛(fan)采用建筑物墻(qiang)體(ti)廣(guang)告(gao)較為適(shi)宜(yi)。此外,在(zai)旅(lv)(lv)(lv)游(you)(you)旺季時,還可以(yi)針(zhen)對(dui)一些重點市(shi)(shi)場(chang)定(ding)期或不定(ding)期地下(xia)鄉開(kai)(kai)展旅(lv)(lv)(lv)游(you)(you)促(cu)銷(xiao)(xiao)(xiao)(xiao)活動(dong)。

　　3、開發(fa)合(he)適(shi)的(de)農民旅游(you)產品(pin)

　　我國農民(min)旅(lv)(lv)游(you)還(huan)處在初級階段,針對這(zhe)部分初級旅(lv)(lv)游(you)市(shi)場(chang),應以觀(guan)(guan)光(guang)旅(lv)(lv)游(you)產品為主。但是農村(cun)居(ju)民(min)的(de)(de)旅(lv)(lv)游(you)需求又不同于城鎮居(ju)民(min),久居(ju)農村(cun)的(de)(de)農民(min)他(ta)們向往(wang)大(da)城市(shi)的(de)(de)繁華而不是山山水水,因(yin)此(ci)城市(shi)觀(guan)(guan)光(guang)旅(lv)(lv)游(you)產品將會是廣大(da)農民(min)的(de)(de)首選。

　　除此之外,還應設計(ji)一(yi)(yi)些(xie)(xie)專項旅游(you)(you)(you)產(chan)(chan)(chan)品以滿足農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)民(min)的(de)(de)特(te)殊需(xu)求(qiu),諸如(ru)，一(yi)(yi)是科普旅游(you)(you)(you)產(chan)(chan)(chan)品,把農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)業(ye)科普與(yu)旅游(you)(you)(you)觀光結合起來(lai),農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)民(min)可(ke)以在(zai)(zai)休閑娛樂中學(xue)(xue)(xue)(xue)習到(dao)先進的(de)(de)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)業(ye)科普知(zhi)識,既修身(shen)養性(xing)又能學(xue)(xue)(xue)(xue)習先進的(de)(de)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)業(ye)生(sheng)(sheng)產(chan)(chan)(chan)技(ji)術,一(yi)(yi)舉兩得,如(ru)參(can)觀現代(dai)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)業(ye)園、參(can)加農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)業(ye)展覽會等(deng);二是宗教朝拜旅游(you)(you)(you)產(chan)(chan)(chan)品,我(wo)國(guo)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)村(cun)(cun)居(ju)民(min)信(xin)(xin)徒占相(xiang)當大(da)(da)的(de)(de)比率,如(ru)佛教、道教、伊斯蘭教等(deng)宗教在(zai)(zai)我(wo)國(guo)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)村(cun)(cun)都擁(yong)有大(da)(da)量的(de)(de)信(xin)(xin)徒,我(wo)國(guo)眾(zhong)多(duo)的(de)(de)宗教圣地對眾(zhong)多(duo)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)民(min)信(xin)(xin)徒具有很大(da)(da)的(de)(de)吸(xi)引力;三是針對老年(nian)人(ren)的(de)(de)健康旅游(you)(you)(you)產(chan)(chan)(chan)品,外出打工(gong)的(de)(de)年(nian)輕人(ren)越(yue)來(lai)越(yue)多(duo),可(ke)利用(yong)一(yi)(yi)些(xie)(xie)晚輩(bei)孝敬長輩(bei)的(de)(de)心理,在(zai)(zai)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)民(min)工(gong)眾(zhong)多(duo)的(de)(de)城市設計(ji)一(yi)(yi)些(xie)(xie)適合農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)村(cun)(cun)老年(nian)人(ren)的(de)(de)健康旅游(you)(you)(you)產(chan)(chan)(chan)品,集探(tan)親和健康療養為一(yi)(yi)體;四是針對農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)村(cun)(cun)學(xue)(xue)(xue)(xue)生(sheng)(sheng)的(de)(de)教育(yu)旅游(you)(you)(you)產(chan)(chan)(chan)品,農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)村(cun)(cun)教育(yu)條件(jian)較城市匱乏,可(ke)以利用(yong)學(xue)(xue)(xue)(xue)生(sheng)(sheng)的(de)(de)求(qiu)知(zhi)欲(yu),設計(ji)一(yi)(yi)些(xie)(xie)對農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)村(cun)(cun)學(xue)(xue)(xue)(xue)生(sheng)(sheng)發展有利的(de)(de)教育(yu)旅游(you)(you)(you)產(chan)(chan)(chan)品,如(ru)參(can)觀博物館(guan)(guan)或科技(ji)館(guan)(guan)、革命圣地夏令營等(deng)。 4 改善農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)村(cun)(cun)旅游(you)(you)(you)服務

　　“服務乃旅(lv)(lv)(lv)游(you)之本”,針(zhen)對農(nong)(nong)民旅(lv)(lv)(lv)游(you)市(shi)(shi)場顯得(de)更為重要。要開(kai)發(fa)好農(nong)(nong)村旅(lv)(lv)(lv)游(you)市(shi)(shi)場,就必(bi)須做到以下(xia)幾(ji)點：一(yi)是選擇適當的地點設立農(nong)(nong)民旅(lv)(lv)(lv)游(you)門市(shi)(shi)部(bu)或報(bao)名(ming)點,方便農(nong)(nong)民報(bao)名(ming);二是在農(nong)(nong)民進(jin)行旅(lv)(lv)(lv)游(you)咨(zi)詢時(shi),工(gong)作人員不(bu)僅要做到熱情、耐(nai)心地回答廣大農(nong)(nong)民朋(peng)友的問題,而(er)(er)且要設身處地地為農(nong)(nong)民著想(xiang)選擇適當的旅(lv)(lv)(lv)游(you)線路(lu);三是在導(dao)(dao)游(you)服務過程中(zhong),切(qie)不(bu)可(ke)因為他們(men)來(lai)自農(nong)(nong)村而(er)(er)對他們(men)抱(bao)著一(yi)種瞧不(bu)起和不(bu)理(li)睬的態度(du),此時(shi)更應該(gai)給(gei)他們(men)親人般的關懷,盡量(liang)安(an)排懂他們(men)方言的導(dao)(dao)游(you),方便交流。

　　總之,開(kai)發農(nong)民旅(lv)(lv)游市(shi)場(chang)(chang)是時代的(de)要(yao)(yao)求,也(ye)是一個發展機遇,更是一個挑(tiao)戰。雖然開(kai)發才起步(bu),但(dan)有(you)著遠大(da)的(de)發展前景。隨著農(nong)民消費觀念(nian)的(de)轉變、生(sheng)活水(shui)平的(de)提(ti)高,只(zhi)要(yao)(yao)有(you)針對性地做好農(nong)民旅(lv)(lv)游的(de)合(he)理引導、大(da)力支持、規(gui)范管理,農(nong)民旅(lv)(lv)游市(shi)場(chang)(chang)就將成為我(wo)(wo)國(guo)旅(lv)(lv)游市(shi)場(chang)(chang)的(de)重要(yao)(yao)組成部(bu)分,開(kai)發好農(nong)村(cun)居民旅(lv)(lv)游市(shi)場(chang)(chang)會對我(wo)(wo)國(guo)社會主義和(he)諧社會的(de)構(gou)建和(he)旅(lv)(lv)游經濟的(de)發展有(you)重要(yao)(yao)的(de)推動作用。