Taking Xianyang city as the research object, this paper explored the value system of rural tourism based on the background of industrial integration, and put forward the strategy of vigorously developing rural tourism, u-sing literature research, investigation analysis and statistical analysis. It analyzed the status quo of Xianyang rural tourism through field investigation and tourists opinion through questionnaire survey, and summarized the value of industrial integration to rural tourism. Talent value, currently only 20. 0% of the rural tourism labor force are high knowledge level professionals. Based on the industry integration background, more talent join the rural tourism team, adjust the talent structure of Xianyang city and promote the efficient use of human capital. Based on the background of industrial integration, rural tourism has six values:functional integration value, resource fusion val-ue, emotional integration value, brand promotion value, market expansion value and talent innovation value. In the future development, we should re-examine the rural tourism from the perspective of industrial integration, expand horizons and development ideas, to achieve the leap-forward development of rural tourism.%[目的]以咸阳市为研究区探究基于产业融合背景下乡村旅游的价值体系构成,以期为咸阳乡村旅游产业发展提供有益借鉴.[方法]文章采用文献研究法、 调查分析法、 统计分析法等开展研究,通过问卷调查法了解游客参与乡村旅游情况,通过即时访谈法了解导游和当地商户对咸阳乡村旅游的认识,并归纳产业融合给乡村旅游带来的有利价值.[结果]产业融合给乡村旅游带来了多种有利价值:(1)功能价值,主要满足游客对乡村旅游内容需求的多样性,即56.0%的游客想参观民俗民居景点,37.0%的游客想参与生态休闲、 瓜果采摘项目,5.0%的游客想体验农事活动;(2)资源价值,61.5%的乡村旅游资源属于一二级旅游资源,发展水平低,产业融合解决了乡村旅游资源落后问题;(3)情感价值,不同游玩同伴寻求的情感体验价值不同,产业融合使游客的情感体验更深刻和多元化;(4)品牌价值,目前仅有20.0%的省外居民参与了咸阳乡村旅游,产业融合推动省外游客涌入,提高了其品牌意识;(5)市场价值,乡村旅游不再分淡旺季,扩充了旅游业市场;(6)人才价值,目前旅游管理团队和从业人员中的高知识水平的专业人才仅占20.0%,基于产业融合背景,吸引了更多人才加入乡村旅游队伍,调整了咸阳市的人才结构,促进了人力资本的高效利用.[结论]基于产业融合背景下的乡村旅游具有六大价值:功能整合价值、资源融合价值、 情感交融价值、 品牌宣扬价值、 市场扩充价值和人才创新价值.在以后发展中,要从产业融合的角度来重新审视自身,扩展视野和发展思路,实现乡村旅游的跨越式发展.
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