摘要:江苏省句容市后白镇拥有独特地方特色的生态花卉旅游资源，其主要的花卉有玫瑰、郁金香、樱花等。本文是通过转型升级后白镇传统的乡村旅游，用swot分析句容市后白镇发展以花卉为建设主体的休闲农业的优势、劣势、机遇、和挑战。通过全域旅游的视角，结合后白镇自身的生态旅游资源，推出“醉美容城，花镇人家”的品牌构想。针对后白镇打造“花镇人家”品牌产生的问题，提出具体打造品牌的策略：一是以花为重，扩大三大园区的种植规模，体现花卉园区特色；二是以花为媒建立出后白花镇旅游产品的四维体验模式；三是做好“旅游+乡村产业”，着力发展乡村休闲业；四是坚持多点多线开发模式，加强完善景点基础设施。从这四点出发，挖掘出后白镇旅游业新的发展前景，打造出结合观光、休闲、养生为一体的区域化旅游新业态。94870

毕业论文关键词：句容市后白镇；全域旅游；花镇人家；品牌

Abstract：In the town of houbai , jurong city ,jiangsu province, with unique local ecological floral tourism resources, and its main flowers are roses, tulips and cherry blossoms。 After this article is through the transformation and upgrading of the traditional houbai town of rural tourism, after using the swot analysis of jurong city houbai town development with flowers as the main body in the construction of leisure agriculture strengths, weaknesses, opportunities, and challenges。 The concept of "drunk beauty city, flower town people" is introduced through the view of the whole domain tourism, combining the ecological tourism resources of houbaizhen itself。 Aiming at the problem of building "flower town" brand in the houbai town, the strategy of building a brand is put forward: The first is to expand the planting scale of the three major parks, which is a key item in the project, to reflect the characteristics of the garden; The second is to use the flower as a medium to establish the four dimensional experience model of the tourism product of the houbai flower town; Third, we will make "tourism + villages" and vigorously develop rural leisure industries; Fourth, we will adhere to the multi-point multi-line development model and improve the infrastructure of scenic spots。 Starting from these four points, the new development prospect of the tourism industry of houbaizhen was excavated, and the new mode of tourism in the area of tourism, leisure and health was established。

Keywords：The town of houbai；Region-based Tourism；flower town people；trademark

目录

1  前言 4

2  句容市后白镇旅游业发展概况 5

2。1  独具特色的生态旅游资源 5

2。2  市场概况 7

3  句容市后白镇发展休闲农业旅游SWOT分析 8

3。1  优势分析 8

3。2  劣势分析 8

3。3  威胁分析 9

3。4  机遇分析 10

4  句容市后白镇“醉美容城，花镇人家”品牌打造的对策 11

4。1  以花为重，体现花卉园区特色 11

4。2  以花为媒，建立出后白花镇旅游产品的四维体验模式 12

4。3  做好“旅游+乡村产业”，着力发展乡村休闲业 14

4。4  坚持多点多线开发模式，加强完善景点基础设施