休閑與旅游的辨證關(guān)系及其社會功能（doc 19頁）.doc

1、休閑與旅游的辨證關(guān)系及其社會功能試析作者簡介 曹芙蓉，女，北京聯(lián)合大學(xué)旅游學(xué)院休閑與旅游管理系。曹芙蓉（北京聯(lián)合大學(xué)旅游學(xué)院休閑與旅游管理系）摘 要 從1995年“十一”黃金周的旅游“井噴”，到“七年之癢”的今年，人們終于能夠比較全面地認(rèn)識到旅游業(yè)對中國經(jīng)濟(jì)社會的意義；而對于正中國大地初起的休閑，當(dāng)前人們的討論卻仍然是眾說紛紜。本文的研究，試圖在當(dāng)前我國經(jīng)濟(jì)社會的背景下，從休閑活動與產(chǎn)業(yè)的興起，從研究的回顧，從當(dāng)前“旅游”與“休閑”的交叉研究等幾個方面辨析二者的同異，并繼而在闡述其社會功能的基礎(chǔ)上，試探借助國家統(tǒng)計局有關(guān)我國旅游統(tǒng)計的資料等，估算中國國內(nèi)休閑產(chǎn)業(yè)日益增強(qiáng)的經(jīng)濟(jì)推力。論文內(nèi)容的大

2、致結(jié)構(gòu)是：正在興起的中國居民休閑與中國休閑產(chǎn)業(yè)；就“休閑”與“旅游”概念和國內(nèi)外研究的進(jìn)展?fàn)顩r對二者的辨證關(guān)系進(jìn)行初步的討論；試析休閑與旅游活動的社會功能與經(jīng)濟(jì)推力；結(jié)語：推進(jìn)休閑與旅游的良性互動。關(guān)鍵詞 休閑；旅游；辨證關(guān)系；功能與價值廣州環(huán)城市帶旅游產(chǎn)品發(fā)展研究 廖衛(wèi)華， 梁明珠（暨南大學(xué)管理學(xué)院旅游管理系，廣東 廣州 510632）摘 要本文在分析廣州環(huán)城市帶旅游產(chǎn)品類型分布及旅游發(fā)展模式基礎(chǔ)上，指出目前廣州環(huán)城市帶旅游發(fā)展存在的主要問題，特別是對主題公園、游樂場等主題型旅游產(chǎn)品，以及生態(tài)及度假旅游開發(fā)問題作進(jìn)一步深入分析，最后提出環(huán)城市帶旅游產(chǎn)品發(fā)展的若干原則，并提出相關(guān)建議。關(guān)鍵詞環(huán)

3、城市帶；旅游產(chǎn)品；發(fā)展模式；開發(fā)原則；廣州杭州市本地居民休閑游憩行為與偏好研究吳必虎, 伍 佳作者簡介吳必虎（1962），男，江蘇人，北京大學(xué)旅游研究與規(guī)劃中心主任，教授，博士生導(dǎo)師，主要研究方向為旅游規(guī)劃與旅游地理。(北京大學(xué)旅游研究與規(guī)劃中心, 北京 100871)摘要杭州作為中國著名的旅游城市，在市區(qū)內(nèi)外都有大量的游憩用地。本文通過問卷調(diào)查，研究了杭州本地居民休閑行為及偏好特征。并在調(diào)查的基礎(chǔ)上運(yùn)用統(tǒng)計檢驗總結(jié)出杭州本地居民對休閑產(chǎn)品類型、時間、目的地區(qū)位的偏好規(guī)律。最后，對游憩選擇與偏好的影響因素和原因進(jìn)行了分析。關(guān)鍵詞環(huán)城游憩帶；休閑偏好；旅游城市；本地居民；杭州市Five type

4、 crowds of the comparison and the analysis of ways with Leisure in BeijingZHAO Peng ,lIU jie ,FU YueAbstract:With the continuous improvement of peoples material living level，the need of the leisure activity is more than before. People attach importance to the leisure. This text wants to inquisition

5、the different people then to their different leisure activity. We can see how important the leisure is in peoples daily life. Then we can suggest the better leisure activity to different people.Key words: Leisure mood , leisure time , leisure education , leisure consciousness從“歷史文化名村”到“大遺址”:中國北方黃土地區(qū)

6、文化遺產(chǎn)的景觀復(fù)原（遺產(chǎn)保護(hù)）個案探索 基金項目首都經(jīng)濟(jì)貿(mào)易大學(xué)2006年校級科研項目“中國北方黃土地區(qū)古村落（人類家園）環(huán)境解說系統(tǒng)研究北京地區(qū)個案”（項目批準(zhǔn)號：2006XJ0015）資助成果作者簡介張祖群（1980），男，湖北應(yīng)城人，首都經(jīng)濟(jì)貿(mào)易大學(xué)工商管理學(xué)院旅游管理系講師，陜西師范大學(xué)西北環(huán)發(fā)中心05級博士生，研究歷史地理與旅游地理、城市規(guī)劃等。張祖群1，2(1首都經(jīng)濟(jì)貿(mào)易大學(xué)工商管理學(xué)院旅游管理系,北京100070；2陜西師范大學(xué)西北歷史環(huán)境與經(jīng)濟(jì)社會發(fā)展研究中心，西安710062)摘要 國際古跡遺址理事會第15屆大會會后發(fā)表的西安宣言第一次從理論上比較完整地闡述和推行保護(hù)文化遺產(chǎn)

7、的環(huán)境。文章在界定中國北方黃土地區(qū)的地理范圍之后，給出了其研究的國際意義，為此希望從“歷史文化名村”到“大遺址”2個案例中實踐文化遺產(chǎn)的景觀復(fù)原：以爨底下村等8個村落探討人類家園EROT環(huán)境解說傳播模式；分析了漢長安城遺址本體與歷史環(huán)境特點(diǎn)，抓住“大遺址內(nèi)居民全部外遷是否符合其可持續(xù)發(fā)展”核心，尋求大遺址的PRED聯(lián)動，并進(jìn)行了重點(diǎn)保護(hù)區(qū)人口調(diào)控。最后討論了景觀復(fù)原研究的關(guān)鍵點(diǎn)，倡議從實踐中應(yīng)用、總結(jié)與修正相關(guān)遺產(chǎn)保護(hù)理論。關(guān)鍵詞人類家園，景觀復(fù)原歷史文化名村，大遺址，爨底下村，漢長安城北京五類人群休閑方式的比較與分析收稿日期 2006-10-01；修訂日期 2006-11-01作者簡介趙鵬（

8、1954-），男，湖北人，北京聯(lián)大旅游學(xué)院院長，研究員，主要從事旅游基礎(chǔ)理論與教育科學(xué)研究；劉捷（1968-），女，北京市人，中國科學(xué)院研究生院，北京聯(lián)大旅游學(xué)院酒店與餐飲管理系教師，主要從事休閑與娛樂管理、酒店與餐飲管理專業(yè)教學(xué)研究；付玥（1983-）女，北京市人，北京聯(lián)合大學(xué)旅游學(xué)院2003級旅游管理專業(yè)，現(xiàn)就職于北京天倫王朝飯店。趙鵬1，劉捷1，2，付玥1（1.北京聯(lián)合大學(xué)旅游學(xué)院 北京 100101；2.中國科學(xué)院研究生院，北京 100049）摘要隨著人們生活水平的不斷提高，對于休閑活動的需求也越來越大。人們也越來越重視休閑在自己生活中的地位。本文想通過對北京五類人群的調(diào)查與研究來了解

9、北京不同階層人群的休閑方式的不同之處，以及他們選擇休閑方式的決定因素和制約因素。揭示出休閑在人們生活中的重要地位，并倡導(dǎo)不同階層人群選擇健康與積極的休閑方式。關(guān)鍵詞休閑方式；休閑時間；休閑教育；休閑意識 中圖分類號F59文獻(xiàn)標(biāo)識碼A文章編號1002-5006(2006)12-0000發(fā)達(dá)國家休閑產(chǎn)業(yè)發(fā)展特點(diǎn)與趨勢分析趙小麗（北京聯(lián)合大學(xué)旅游學(xué)院休閑與旅游管理系， 北京 100101）摘要休閑產(chǎn)業(yè)是在城市化和經(jīng)濟(jì)發(fā)展水平較高的情況下產(chǎn)生的。所以休閑產(chǎn)業(yè)首先在發(fā)達(dá)國家興起和發(fā)展，并己經(jīng)成為發(fā)達(dá)國家經(jīng)濟(jì)體系中的支柱產(chǎn)業(yè)或主導(dǎo)產(chǎn)業(yè)。發(fā)展休閑經(jīng)濟(jì)和休閑產(chǎn)業(yè)，將成為許多發(fā)達(dá)國家解決過高的失業(yè)率的宏觀產(chǎn)業(yè)調(diào)

10、控政策中的重要組成部分。休閑產(chǎn)業(yè)在發(fā)達(dá)國家己經(jīng)呈現(xiàn)出多元化趨勢，己經(jīng)成為當(dāng)今世界最具生命力的產(chǎn)業(yè)之一。從國際經(jīng)濟(jì)范圍來看，休閑產(chǎn)業(yè)的發(fā)展與城市化進(jìn)程，人均生活水平的提高有著必然的聯(lián)系。關(guān)鍵詞休閑產(chǎn)業(yè)；特點(diǎn)；趨勢The Discussion of Entertainment Treatment to Chinese Young Hearing HandicappedCHEN Wen-li , WU NingAbstract: Nowadays, with the living condition continuously increasing, more time and more money

11、are spent on entertainment and recreation. Normal people can enjoy entertainment and recreation without any uncomfortable, and their entertainment activities are various and rich. The entertainment needs of normal people can be satisfied, but those activities which belong to handicapped are far poor

12、er. If those entertainment requirements could not be satisfied for long time, the health of handicapped would be directly affected. According to Serious Leisure Theory and Entertainment Treatment, this article discusses two questions: One is the entertainment needs of special groups; the other is th

13、e suited entertainment activities of them. This Entertainment Treatment model is based on a survey on the students of Beijing No.4 deaf school. Through serious leisure education, they can learn some skills from entertainment activities, and at the same time, the treatment can provide them more worki

14、ng opportunities. We will propose our entertainment treatment suggestions to Chinese young hearing handicapped. Those suggestions will base on the survey and analyses below.Key words: Serious leisure theory, Entertainment treatment, Hearing people, Ordinary person對我國聽力有障礙的年輕人進(jìn)行娛樂治療的探討 陳文力 , 吳 寧（北京聯(lián)合

15、大學(xué)旅游學(xué)院, 北京 100101）摘要當(dāng)今世界，隨著生活水平的不斷提高，人們對娛樂休閑的時間和金錢的投入越來越多。這促進(jìn)了娛樂休閑業(yè)的快速發(fā)展?，F(xiàn)在作為正常人享受娛樂休閑會感到非常方便，娛樂休閑活動多種多樣，十分豐富?；究梢詽M足這個群體的需求。但是對于殘疾人的娛樂休閑活動就顯得遜色了許多。這個群體的娛樂需求長期得不到滿足會直接影響到他們的身心健康。本文依據(jù)國外的嚴(yán)肅休閑理論和娛樂治療概念對聽力有障礙的這個特殊群體的娛樂需求、適合這個群體的娛樂活動進(jìn)行探討。在對北京聾啞學(xué)校學(xué)生的調(diào)研基礎(chǔ)上提出針對這個群體的娛樂治療模型。以及探討他們通過嚴(yán)肅休閑教育的方式學(xué)習(xí)一些開展娛樂活動的技能，在達(dá)到治療

16、他們心理疾病的同時能夠獲得更多的就業(yè)機(jī)會。在以上調(diào)研和分析的基礎(chǔ)上提出我們對中國聽力有障礙的年輕群體進(jìn)行娛樂治療的建議。關(guān)鍵詞 嚴(yán)肅休閑理論 娛樂治療 聽力有障礙的年輕群體 聽人我國休閑旅游發(fā)展的共軛影響因素淺析* 作者簡介:侯滿平（1972），男，江西九江人，博士，主要從事旅游規(guī)劃、土地利用規(guī)劃及區(qū)域農(nóng)業(yè)等研究。侯滿平,周艷麗（中國防衛(wèi)科技學(xué)院，北京 101601）摘要休閑旅游占旅游份額越來越大，我國休閑旅游發(fā)展前景巨大。本文對休閑旅游概念進(jìn)行了初步探討；并對我國休閑旅游發(fā)展的原因進(jìn)行了簡要分析；休閑旅游形成及其可持續(xù)發(fā)展是建立在諸多因素的基礎(chǔ)上，這些因素主要包括經(jīng)濟(jì)因素、交通因素、生活方式

17、因素、消費(fèi)心理因素、教育文化因素、年齡與性別因素、其它社會因素等，它們是必要充分條件，共同制約著休閑旅游的發(fā)展，形成共軛影響，有著積極與消極的雙重功效。關(guān)鍵詞休閑旅游；定義；共軛影響因素生態(tài)旅游者與一般游客行為特征的比較研究以北京市百花山自然保護(hù)區(qū)為例李燕琴，劉玉春(中央民族大學(xué)管理學(xué)院,北京100081)摘 要目前在國內(nèi)，缺乏關(guān)于生態(tài)旅游者的基礎(chǔ)數(shù)據(jù)，在國際上，缺乏對于發(fā)展中國家生態(tài)旅游者特征的基本了解。本文所做的研究在一定程度上彌補(bǔ)了這一不足。研究選擇北京市百花山自然保護(hù)區(qū)為案例區(qū)，在對生態(tài)旅游者和一般游客有效分類的基礎(chǔ)上，進(jìn)行了人口統(tǒng)計學(xué)、動機(jī)、環(huán)境態(tài)度和管理傾向等多角度的比較研究，獲得

18、了關(guān)于二者差異的第一手資料，主要包括：百花山生態(tài)旅游者年輕人更多，男性更多，教育程度和收入較高，職業(yè)以學(xué)生和公司職員為主，家庭結(jié)構(gòu)主要為單身和帶小孩夫妻家庭；與發(fā)達(dá)國家生態(tài)旅游者的動機(jī)偏好基本一致，但程度要弱；環(huán)境素質(zhì)較好；對間接的管理措施的接受程度和對直接的管理措施的反感程度都較一般游客高。關(guān)鍵詞生態(tài)旅游者；一般游客；行為特征；百花山中國黃土地區(qū)古村落（人類家園）環(huán)境解說系統(tǒng)研究之展望基金項目首都經(jīng)濟(jì)貿(mào)易大學(xué)2006年校級科研項目“中國北方黃土地區(qū)古村落（人類家園）環(huán)境解說系統(tǒng)研究北京地區(qū)個案”（項目批準(zhǔn)號：2006XJ0015）作者簡介張祖群（1980），男，湖北應(yīng)城人，陜西師范大學(xué)西北環(huán)

19、發(fā)中心05級博士，首都經(jīng)濟(jì)貿(mào)易大學(xué)工商管理學(xué)院旅游管理系講師，研究歷史地理與旅游地理等。趙明（1979），女，碩士，吉林師范大學(xué)東北旅游研究與規(guī)劃中心主任、講師，研究戶外游憩與環(huán)境解說、旅游開發(fā)與規(guī)劃等。張祖家)祖群的博客QQ:654294209Email: 本文聯(lián)系人通訊地址：（100070）北京市豐臺區(qū)花鄉(xiāng)張家路口121號 首都經(jīng)濟(jì)貿(mào)易大學(xué)工商管理學(xué)

20、院旅游管理系教師 張祖群 博士 收電013520902735郵箱： eisure Practices & Tourism DevelopmentDr Neil CarrUniversity of Otago, New ZealandDepartment of TourismUniversity of Otago4th Floor, Commerce BuildingP.O Box 56DunedinNew ZealandTel: + 64 3 479 8520Fax: + 64 3

21、479 9034Email: ncarrbusiness.otago.ac.nzAbstract:Rather than highlighting the interrelations between leisure and tourism in the academic literature there has been a tendency to stress the differences between them; identifying tourism as an experience undertaken away from the home environment whilst

22、leisure is undertaken in an individuals normal place of residence. Consequently, few comparisons of how people behave in leisure and tourism environments have been undertaken. This paper highlights the results of a critical analysis of the current literature on behaviour in the tourism and leisure e

23、nvironments and demonstrates there is a commonality between the underlying personal and socio-cultural factors that influence how people behave during their leisure and tourism experiences. This commonality may explain why some people appear to behave in a similar manner while they are on holiday to

24、 that which they display in their leisure environments. Fundamentally, these tourists appear to take the socio-cultural norms and values that influence their leisure behaviour on holiday with them.However, it is apparent that a significant proportion of people behave differently while on holiday com

25、pared to during their leisure experiences in terms of the intensity and/or nature of the activities they engage in. This suggests at least some tourists are able to leave their socio-cultural baggage at home and their behaviour on holiday is influenced by a tourist culture. The extent to whether an

26、individual is influenced by the socio-cultural baggage from their home environment or by their tourist culture while on holiday appears to be partially determined by the degree of difference between the physical nature of the tourism and leisure environments.Whilst a tourist culture appears to exist

27、 it must be recognised that the specific nature of this influence and the socio-cultural baggage from the leisure environment on observable behaviour is place specific. Consequently, individuals from different locations may have different sets of motivations and, as a result, display differing types

28、 of behaviour during their tourism experiences even if they are all on vacation in the same place. The recognition of a fundamental link between the factors that influence the nature of leisure and tourism motivations and behaviour suggests it may be possible to develop facilities with the dual purp

29、ose of satisfying the desires of both tourists and leisured individuals. However, the place specific nature of the factors that influence behaviour and the consequent potential for differences in the leisure and tourism behaviour of individuals suggests caution must be taken to ensure tourism produc

30、ts are developed that meet the desires of tourists rather than reflecting evidence of how these tourists behave during their leisure time in their place of origin. In addition, the recognition that tourists from different places may have dissimilar motivations and may behave differently even when on

31、 holiday in the same location suggests there is a need to ensure that appropriate tourism development takes place that carefully considers the place specific nature of the motivations and behaviour of the target market, rather than attempting to cater to a socio-culturally and behaviourally homogeno

32、us tourist population. Finally, place specific differences in tourism and leisure motivations and behaviour indicate care should be taken when attempting to develop facilities to meet the needs of both tourists and local leisured people within a destination.Keywords: Behaviour;motivation;placeLEISUR

33、E PRACTICES AND TOURSIM DEVELOPMENTSRaymond Thomas Hibbins, PhDProgram Director (Undergraduate)Department of Tourism, Leisure, Hotel and Sport ManagementGriffith UniversityQueensland, AUSTRALIA 4111Phone: +61 7 3735 6559Fax: +61 7 3735 6743Email: .auKeynote address delivered at

34、the International Tourism Symposium “Modern Leisure Practices and Tourism Development” in Beijing, P.R.China, 13 15 November 2006.ABSTRACTIn the Asia-Pacific region we are experiencing socio-political and economic changes as well as uncertainty and turbulence created by terrorist activity, intranati

35、onal strife and conflict and environmental catastrophes like tsunamis. This is a region experiencing transmigration by large numbers of people for business purposes, and migration for humanitarian, employment and political reasons. These various migrations have contributed to increasing cultural div

36、ersity in the region and in particular nations.The outcomes of such movement include: issues of citizenship, debates about the appropriateness of educational qualifications; questions about visas and multicultural policies; exploitation of labour; health issues and quarantine of particular goods and

37、 products; questions about cultural awareness and sensitivities in regards to the provision of services in the areas of tourism and leisure as well as racism, prejudice, discrimination and xenophobia; environmental degradation and sustainability associated with population increases and tourism. Deve

38、lopments in transnationalism and tourism have had important implications for the training of service providers and the raising of questions about the quality of services particularly in the areas of tourism, hospitality, recreation and leisure. Further, this leads to considerations of the cultural s

39、ensitivity of concepts and theories being used in cross-cultural comparative research especially in the area of leisure practices and tourism developments. Given the gendered and ethnic nature of migration as well as leisure behaviour, planning and policy making it is important that consideration be

40、 given to cultural appropriateness of the tools used to investigate these phenomena.The above attempts to provide a context for this paper which will discuss the issues surrounding the impacts of ever increasing numbers of tourism developments on leisure practices of local communities and individual

41、s on the eastern seaboard of Australia. These developments include environmental, cultural, educational, social and cultural impacts. Locals often protest for example, that these tourist developments sometimes associated with big events like international football competitions or car rallies are pai

42、d for from local taxes and rates which benefit the tourists but have few benefits for local communities. Occasionally these developments can mean the building of big facilities which have the potential of becoming white elephants if short-term gains are not linked with longer-term planning of local

43、consequences. As well, this paper will address the implications of the tourist developments on the leisure behaviour and practices of locals but more particularly will explore the sensitivity of available research instruments in the field of leisure studies for investigating the interactions of dive

44、rse socio-cultural groups in these leisure and tourism contexts.Key words: cultural diversity, leisure experiences, transnationalism, migration農(nóng)村居民閑暇旅游活動的動態(tài)分析以湖南省農(nóng)村居民為例賀小榮（湖南師范大學(xué)旅游學(xué)院，湖南 長沙，410081）摘要農(nóng)村居民閑暇生活是農(nóng)村居民在閑暇時間內(nèi)，即在農(nóng)業(yè)生產(chǎn)活動結(jié)束和睡眠等基本需求滿足之后的時間內(nèi)進(jìn)行的各種活動的總稱。旅游的發(fā)展，在一定程度上改變了農(nóng)村居民的生活習(xí)慣，看電視、打牌、閑聊等日常休閑活動減少了，

45、出外參觀、游覽、學(xué)習(xí)等旅游消費(fèi)行為增加了，出于公益或經(jīng)濟(jì)目的的旅游服務(wù)、演出服務(wù)增多了。通過分析統(tǒng)計數(shù)據(jù)我們還發(fā)現(xiàn)，農(nóng)村居民的閑暇生活方式正在逐步多樣化，閑暇生活質(zhì)量不斷提高，出游人數(shù)在逐年增加。旅游者的涌入、媒體的宣傳等因素直接導(dǎo)致農(nóng)村居民出游率的提高，同時，旅游的經(jīng)歷也在影響著農(nóng)村居民的閑暇生活，具體表現(xiàn)在社區(qū)參與的積極性提高、對閑暇時間的價值的認(rèn)識提高、對閑暇時間的安排更積極、技能學(xué)習(xí)的積極性提高、對旅游的認(rèn)識加深等。為此，當(dāng)?shù)卣蜕鐓^(qū)應(yīng)該對區(qū)內(nèi)居民的閑暇生活正確引導(dǎo)，采取建設(shè)居民和游客共用的文化活動設(shè)施、組建鄉(xiāng)村俱樂部負(fù)責(zé)居民出游管理、建立居民活動基金等措施來豐富和繁榮居民的閑暇生活

46、，使農(nóng)村居民的閑暇生活“不閑著”。關(guān)鍵詞農(nóng)村居民；閑暇生活；旅游；湖南基于“休閑體驗”的鄉(xiāng)村旅游發(fā)展研究沈和江（河北師范大學(xué)資源與環(huán)境科學(xué)學(xué)院旅游管理系, 河北 石家莊 050016）摘要 本文從休閑體驗、鄉(xiāng)村、鄉(xiāng)村旅游的基本認(rèn)知出發(fā)，對休閑體驗的真諦、鄉(xiāng)村和鄉(xiāng)村旅游的層次進(jìn)行了認(rèn)知與判定，在此基礎(chǔ)上，對 “新農(nóng)村、新旅游、新體驗、新風(fēng)尚”的鄉(xiāng)村旅游主題理念進(jìn)行了分析，并以“休閑體驗”為核心，對發(fā)展鄉(xiāng)村旅游的價值取向進(jìn)行了闡釋，即：休閑作為鄉(xiāng)土環(huán)境下的 “成為狀態(tài)”（state of becoming）,是鄉(xiāng)村旅游發(fā)展的行為取向-休閑氧吧；體驗是對鄉(xiāng)村獨(dú)具特色人文內(nèi)涵的感悟和感知，是對鄉(xiāng)村本土

47、化的咀嚼與品味-價值體驗，追求的是對鄉(xiāng)村本土化的投入-“暢”（flow），同時將和諧作為鄉(xiāng)村旅游發(fā)展的基礎(chǔ)，論述了“休閑、體驗、和諧”在鄉(xiāng)村旅游中的辨證關(guān)系。 關(guān)鍵詞鄉(xiāng)村旅游；休閑；體驗；和諧鄉(xiāng)村休閑旅游：和合文化的視角孫 穎(河南大學(xué)歷史文化學(xué)院旅游系,河南 開475001)摘 要鄉(xiāng)村休閑旅游是在傳統(tǒng)和合文化和和諧美學(xué)意識的驅(qū)動下，城市居民走向鄉(xiāng)村享受、認(rèn)識鄉(xiāng)村生活，帶有生態(tài)科教和身心回歸自然色彩的專項旅游活動。鄉(xiāng)村休閑旅游符合中國傳統(tǒng)和合文化的思想精髓，符合構(gòu)建和諧社會的時代要求，必將成為建設(shè)社會主義新農(nóng)村的一支重要力量。從和合文化的角度來分析認(rèn)識鄉(xiāng)村休閑旅游，有助于更深刻地理解它的發(fā)展動

48、力，認(rèn)識它的廣闊前景，了解它的社會功能，并進(jìn)一步開拓思路尋求它的發(fā)展策略，從而通過鄉(xiāng)村休閑旅游的健康發(fā)展促進(jìn)社會主義和諧社會的構(gòu)建。關(guān)鍵詞鄉(xiāng)村休閑旅游;和合文化;和諧社會;新農(nóng)村Reborn of Taiwan Kukeng coffee FestivalFeng-chou YANG* Yi-Jing WU * Dr. Associate Professor. of the Graduate School of Recreational Sport Management of the National Taiwan College of Physical*Student of the Grad

49、uate Institute of Physical Education of the National Taiwan College of Physical Education Kukeng town was renowned for planting coffee tree from 1895 to 1945 as Taiwan was occupied by Japan. Unfortunately it had been declined gradually since World War II ended. The local government is in a planed wa

50、y to develop the sightseeing agriculture according to the success of rebuilding Kukeng coffee tree. In addition, the municipal government held the Taiwan Coffee Festival (TCF) repeatedly from 2003 to 2006. Significantly, TCF brought tremendous programmed recreation to visitors and new sightseeing bu

51、siness to local people. Moreover TCF strongly establishes the related leisure service business such as trial test coffee cafeteria, local food, beverage family style restaurant, and agricultural hostel nearby Huashan area. Practically it stimulates village life experience for the specific region dur

52、ing holidays and builds up new type of recreation business and raises the tourism volume.This research is probed into through documents, collected newspapers, magazines, field investigation, and photo explanation. The purpose is to study the disappearance, rebirth, rises, and the vision of the futur

53、e of the coffee related recreation industry in Kukeng. The conclusion of this research shows that the local non-profitable organization (NPO) and not-governmental organization (NGO) successfully expedited the emergence of tourism business and a brand-new community culture in Kuken . The TCF also cre

54、ate the mutual benefits between small town business and community culture simultaneously. Finally, this monograph proposes a new strategy to combine with Kukeng township coffee industry, programmed recreation, and economy as equally important. The TCF experiences really provide the countryside and a

55、gricultural area that they currently face declining under the industrial competition as reference. In conclusion the successful experience of the TCF in Kukeng should not only bring tourists to the locality, but also popularize this successful sightseeing agriculture recreation tactics to the declin

56、ing countryside where the situation is similar to and furthermore, the value of tourism and recreation reborn will be well created and expanded. Keywords: Kukeng coffee、recreation、tourismThe Research on Application of Integrated Marketing Communications in Leisure Industry in ChinaGuo Yong-Jian 1(Be

57、ijing City University,Beijing 100083)Abstract: Since leisure industry is affected easily by the consumers intangible and unmeasured elements, the traditional marketing theories which are used in the leisure industry cant meet the needs of the leisure industry rocket development. This paper studies the application of Integrated Marketing Communications (IMC) in leisure industry from the aspects of the orientation of leisure production, the image fostering of leisure industry and leisure industry social marketing.Key Words: Integrated marketing communicati