随着我国城镇化进程的不断加快,生活在喧嚣都市的人们越来越向往自由的田园生活,乡村旅游产业作为一种新型农业生产经营形式与旅游活动项目应运而生,并且越来越受到相关学者与政府的重视.文章在以山东省乡村旅游资源为研究对象进行调研,从发展现状分析山东省乡村旅游资源普遍具有齐鲁文化风韵内涵突出、 传统农业与现代农业体验产品发达、 基础扎实与机制灵活等特点;存在旅游产品同质化问题突出、 创新能力不足,产品文化特色薄弱、 对游客的吸引力不足,开发管理不规范、 品牌意识不强,产业开发方式粗放、 生态意识淡薄等问题.提出实施"政府-市场"配合管理机制,普及生态保护观念;加强科学规划编制,合理规划阶段性开发生态区域;实施分类管理,优化营销模式,注重生态保护过程;提高产品质量,增加产品种类,突出生态人文特色;引进并培育高素质人才,强化生态保护意识等建议,以期为山东省乡村生态旅游规划提供借鉴.%With the accelerating urbanization process in China, and people living in the hustle and bustle of the city's growing yearning for freedom idyllic time, rural tourism industry as a new type of agricultural production and management form and tourism activity has emerged, and it has received more and more attention from scholars and government. This paper took the rural tourism resources in Shandong Province as the research object, and found that rural tourism resources in Shandong Province generally had outstanding Qilu culture connotation, developed ex-perience products of traditional agriculture and modern agriculture from the perspective of the current situations of rural tourism development. But, this paper also pointed out some problems, such as prominent tourism product homogeneity, lacking of innovation;cultural characteristics of products were weak, lacking of attraction to tourists;development and management were not standardized, brand awareness was not strong;the mode of industrial devel-opment was extensive, ecological consciousness was weak, and so on. In order to provide reference for the rural ec-ological tourism planning in Shandong Province, this paper put forward concrete proposals, such as the implementa-tion of "government-market" integrated management mechanism, the popularity of the concept of ecological pro-tection;strengthening the scientific planning, developing planning stage of ecological regions reasonably; the im-plementation of classification management, optimization of the marketing mode, paying attention to ecological pro-tection process; improving product quality, increasing product categories, highlighting the ecological and cultural characteristics; introducing and developing high -quality talents, strengthening ecological protection conscious-ness, and so on.
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