吴呤颗

摘 要：景区民宿是景区旅游的重要组成部分，以其不同于酒店的便捷、特色、亲近自然等显著特点，与酒店互补发展、相得益彰，成为旅游者新的选择。基于马山旅游岛的案例分析，发现当前民宿存在规范性不足、基础设施与配套设施标准缺失、经营者整体素质有待提高、地方特色不突出、与区域整体规划不协调、生态意识不强等问题。应通过制定政策措施，规范民宿、提升质量，培育民宿专业人才，借助信息化手段，推动民宿市场化，从而进一步引导民宿实现基于规范的特色发展。

关键词：民宿；旅游；特色；行业规范；马山旅游岛

Abstract：Homestay Hotel is an important part of scenic tourism. With its remarkable features different from hotels， such as convenience， characteristics and close to nature， homestay hotels complement the development of each other and become the new choice of tourists. Based on the case analysis of Mashan Tourism Island， it is found that current homestay hotels have some problems including insufficient of standardization， lack of standards for infrastructure and supporting facilities， the overall quality of operators need to be improved， less prominent local characteristics， discordance of integral regional development planning and weak ecological consciousness. We should make policies and measures to regularize homestay hotels and improve the quality， cultivate professional talents of homestay hotels and promote the marketing of homestay hotels with the aid of information-based means to further guide the characteristic development of homestay hotels on basis of industry criterion.

Key words：homestay hotel ； tour， characteristics ； industry criterion ； Mashan Tourism Island

中图分类号：C912 文献标识码：A

文章编号：1674-4144（2016）-12-80（4）

随着经济发展，物质生活水平的逐步提高，旅游越来越多地成为人们生活的重要部分。住宿环境与条件以及所享受的服务将直接影响人们出行的感受和对旅游景区的印象。随着旅游与住宿需求差异化，人们已经逐步从以往单纯选择各种不同档次的酒店，发展到关注以特色见长的民宿，并激发了我国民宿旅游市场的大爆发，各大景区都形成了一定规模的民宿。从旅游市场的细分看，民宿与酒店，成为旅游市场的一体两翼，互补发展，相得益彰。2015年国务院办公厅印发《关于加快发展生活性服务业促进消费结构升级的指导意见》的10项具体任务目标，“积极发展绿色饭店、主题饭店、客栈民宿、短租公寓、长租公寓、有机餐饮、快餐团餐、特色餐饮、农家乐等满足广大人民群众消费需求的细分业态。……