北京郊区乡村旅游产业转型升级的路径与方法

北京的乡村旅游产品需求旺盛、市场广阔、潜力巨大、带动作用显著、平台效应突出。北京10个郊区县的乡村旅游产业已经成为发展文化创意产业的“平台型”产业。一些郊区县正在通过乡村旅游产业平台大力发展以旅游休闲为主体的文化创意产业，并通过旅游休闲产业来带动新农村建设。然而，与国际大都市近郊的乡村旅游相比较，北京的乡村旅游产业则显得地域文化特色不浓，缺乏人文历史资源产品和特色休闲度假产品，著名的品牌旅游产品稀缺，旅游衍生产品太少，产业链与价值链较短。其根本原因在于旅游规划理念落后，缺乏现代规划意识：从业人员素质较低，缺乏持续的人文精神提升；旅游经营水准落后，欠缺现代商业模式；旅游品牌塑造意识不强，缺乏大众传播理念与方法。重新规划特色旅游产品，持续提振人文精神，不断创新经营模式，是实现北京乡村旅游产业转型升级的基本途径。

Ways and Means for the Transformation and Upgrading of Rural Tourism Industry in Beijing Suburbs

Beijing rural tourism products enjoy a promising market, a great potentiality, an important leading role, and noticeable platform effects. The rural tourism industry in Beijing suburbs has become a ＂ platform＂ industry in the development of cultural and creative industries. Many rural counties are pushing forward the development of cultural and creative industries in tourism and leisure as the man body through the platform of rural tourism industry. They are at the same time building a new rural countryside by developing tourism and leisure industries. Compared with the rural tourism in suburbs of some international metropolitans, Beijing rural tourism industries do not enjoy strong regional cultural characteristics, lack products of cultural and historical resources, featured products of leisure vocation, famous brand tourism products, and derivative products of tourism. Besides, Beijing rural tourism industry has a short industry chain and value chain of its own. To re-plan featured tourism products, to maintain the boosting of humanism, and to create new business models are some of the basic ways and means to realize the transformation and upgrading of the rural tourism in Beijing.