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2021年粤港澳大湾区旅游民宿发展报告

文章摘要

粤港澳大湾区广东省9城市的旅游民宿近年来发展较为迅速,总体数量较多,民宿政策制定时间较早、数量多。广东省级公共民宿品牌“广东旅游民宿”、广州“花城人家”等区域民宿公共品牌、较场尾美宿小镇等特色民宿集群品牌,以及一批精品民宿和网红民宿品牌不断形成,粤港澳大湾区的民宿正朝着品牌化的方向发展。香港、澳门暂无民宿政策出台,且民宿发展制约因素较多,多数民宿“无照经营”。“民宿+度假小镇”集群式打造模式、整村开发政投企营合作模式、“民宿+闲置集体物业”活化模式、“民宿+商业性公益”模式、“民宿+地产”模式等多种民宿创新发展模式体现了粤港澳大湾区民宿产业的特色。粤港澳大湾区民宿整体存在区域民宿分布不均、整体品质有待提升、全国知名度有待提升、政策与产业发展不匹配等问题。因此,建议粤港澳大湾区注重民宿调查与发展规划,促进各市民宿健康发展;重点发展中高端民宿项目,对标世界级旅游目的地;构建粤港澳大湾区整体民宿品牌,提高粤港澳大湾区民宿知名度;加强政策扶持与人才保障,夯实民宿产业发展基础;香港和澳门地区可依托自身情况,加强民宿合理合法研究。

Abstract

The tourist homestays in 9 cities of the GBA have developed rapidly in recent years,with a large overall number. Tourism homestay policies of the GBA are formulated earlier and in large numbers. With the continuous formation of Guangdong provincial public homestay brand “Guangdong Tourism Homestay”,Guangzhou “Huacheng Renjia” and other regional homestay public brands,Jiaochangwei Meisu Town and other characteristic homestay cluster brands,as well as a number of boutique homestays and Internet celebrity homestay brands,tourism homestay in the GBA are developing towards branding. There are no homestay policies in Hong Kong and Macao for the time being,and there are many constraints on the development of homestays. Most homestays operate without a license. A variety of innovative development models for homestays reflect the characteristics of the homestay industry in the GBA,such as the cluster building model of “homestay+resort town”,the cooperation model of government investment and business operation of whole village development,“homestay+idle” collective property activation model,“homestay+commercial public welfare” model,“homestay+real estate” model,etc. As a whole,Homestay in the GBA have problems such as uneven distribution of regional homesay,overall quality to be improved,national popularity to be improved,and mismatch between policies and industrial development. Therefore,it is recommended that the GBA pay attention to homestay investigation and development plan to promote the healthy development of homestays in each city. We should focus on the development of mid-to-high level homestay projects,benchmarking with world-class tourist destinations,and build an overall homestay brand in the GBA to increase the visibility of homestays in this area. Finally,we put forward suggestions to strengthen policy support and talent protection to consolidate the foundation for the development of the homestay industry. Hong Kong and Macao can rely on their own conditions to strengthen the rational and legal research on homestays.

作者简介
徐灵枝:徐灵枝,广东民宿发展研究院执行院长,研究方向为乡村旅游与旅游民宿发展。
刘琳琳:刘琳琳,广东民宿发展研究院高级研究员,研究方向为民宿品牌发展。
刘雨馨:刘雨馨,广东民宿发展研究院院长助理,研究方向为民宿政策研究。
李超:李超,广东省旅游协会民宿分会副会长兼秘书长,研究方向为民宿运营与管理。