【作者】 寿瓒；

【导师】 李兰英； 孙善松；

【作者基本信息】 浙江农林大学 ， 农业硕士（专业学位）， 2019， 硕士

【摘要】 2015年12月底,习近平总书记对浙江省“特色小镇”建设做出重要批示:抓特色小镇、小城镇建设大有可为,对经济转型升级、新型城镇化建设,都大有重要意义。浙江着眼供给侧培育小镇经济的思路,对做好新常态下的经济工作也有启发。诸暨市赵家镇是全国唯一的原始香榧自然保护区,也是驰名中外的枫桥香榧原产地保护区。赵家镇以香榧特色小镇创建为契机,探索建设香榧产业经营者和旅游经营者为主体,通过招商引资、政府引导、市场运作为发展模式,形成以健康养生产业为核心、以香榧文化为特色,以自然资源为基础的特色小镇。赵家镇香榧小镇建设促进了环境卫生和基础设施完善、村容村貌改善和产业发展水平提升,促进了游客数量的增加。但是,根据初步调查,香榧小镇作为休闲及养生福地,游客重游意愿不强,游客重游比例较低,对稳定客源产生了较大影响。基于对314个游客和32个农家乐经营业主的问卷调查,运用Logit回归模型,分析游客个人特征、香榧小镇软环境、香榧小镇硬件对游客重游的影响,剖析游客重游的影响因素,旨在为香榧小镇建设提供决策依据,促进香榧小镇健康发展。研究表明:赵家镇香榧小镇具备发展基础及发展潜力,但除浙沪外的知名度不足,适合年轻消费群体游玩的项目缺乏,旅游消费少,游客重游意愿不够强烈;影响重游因素中环境、住宿、餐饮、娱乐、交通因素有一定基础,但需深入引导挖掘,开发中高端民宿及旅游项目较为迫切。更多还原

【Abstract】 At the end of December 2015,General Secretary Xi Jinping gave important instructions on the construction of "characteristic towns" in Zhejiang Province: “There is much to be done in building small towns with special features,which is of great significance to economic transformation and upgrading and new type of urbanization.The idea of cultivating small-town economy by focusing on the supply side in Zhejiang has also inspired the economic work under the new normal.” Zhaojia town in Zhuji city is the only original torreya nature reserve in China,as well as the famous "fengqiao torreya" origin reserve.Therefore,Zhaojia town takes the establishment of torreya town as an opportunity to explore the construction of industry operators and tour operators of Torreya.,Through investment promotion,government guidance,and market operation as development models,Zhaojia town formed a featured town with health and health industry as the core,torreya culture as the feature and natural resources.The construction of Zhaojia Torreya Town has promoted the improvement of environmental sanitation and infrastructure,and thevillage appearance has improved a lot.Also The level of industrial development has been upgraded and the number of tourists has inceresed.According to the preliminary survey,Torreya Town is a place for leisure and health,but the willingness of tourists to re-visit is not so strong,and the proportion of tourists re-visiting is too low,which plays a greater impact on the stability of tourists.Based on a questionnaire survey of 314 tourists and 32 farm owners,Logit regression model was used to analyze the impact of tourists ’personal characteristics,the soft environment and the hardware of Torreya Town on tourists’ re-visiting.With the analysis the above factors,we hope to provide decision-making basis for the construction of Torreya Town and promote its healthy development.The research shows that Zhaojia Torreya Town has the foundation and potential for development,but it is not popular in other provinces except Zhejiang and Shanghai.There is a lack of projects suitable for young consumer groups to play,and tourism consumption is low,also the willingness of tourists to revisit is not so strong.These factors such asenvironment,accommodation,catering,entertainment,and transportation play a certain foundation to the revisiting,so it needs to be deeply guided and excavated.It is more urgent to develop high-end accommodation and tourism projects.更多还原