都市型果园“果旅融合”模式的发展现状与对策研究

Research on the Development Status and Countermeasures of the “Fruit-Tourism Integration” Model of Urban Orchards

摘要: 城市化推进与居民消费升级背景下，都市农业由单一生产功能转向生产、生活、生态复合业态，果旅融合作为农旅融合重要发展领域，成为农业增效、助力乡村振兴的重要路径。本文以产业融合理论、体验经济理论为分析框架，结合成本–效益质性分析视角，系统梳理国内都市型果园果旅融合的通用发展基础、主流实践路径与综合价值；从资金、技术、人力投入与运营风险维度剖析行业共性经营压力，提炼当前行业普遍存在的发展短板，并从政府、经营主体、行业联盟三个维度提出适配优化路径。研究发现，国内都市果园已普遍搭建标准化种植、绿色防控、区域公用品牌配套体系，果旅融合业态初具规模，但行业共性难题突出：淡旺季客流与收益失衡、营销传播渠道单一、从业人员老龄化且复合型人才缺口显著、一二三产产业链融合层次较浅。为推动都市果园果旅融合长效可持续发展，需强化政策扶持、推进智慧精细化运营、打造差异化品牌文化产权符号、深化全产业链联动，多方协同破解行业发展阻碍。

Abstract: Against the backdrop of urbanization and rising consumer demand, urban agriculture has evolved from a single production function to an integrated model combining production, lifestyle, and ecological functions. Fruit-tourism integration, as a key area within agricultural-tourism convergence, has become an important pathway for enhancing agricultural efficiency and supporting rural revitalization. This study employs industrial integration theory and experience economy theory as analytical frameworks, combined with a qualitative cost-benefit analysis perspective, to systematically examine the general development foundations, mainstream implementation approaches, and comprehensive values of fruit-tourism integration in urban orchards across China. It analyzes common operational pressures from dimensions including capital, technology, labor input, and operational risks, identifies prevailing developmental shortcomings, and proposes tailored optimization strategies from three perspectives: government, business operators, and industry alliances. The research finds that standardized cultivation systems, green pest control practices, and regional public brand support have been widely established in Chinese urban orchards, and fruit-tourism integration has begun to take shape on a significant scale. However, several common challenges persist: imbalance between peak and off-peak seasons in visitor flow and revenue, limited marketing channels, aging workforce, and a notable shortage of multidisciplinary talent, along with shallow integration across primary, secondary, and tertiary industries. To ensure long-term and sustainable development of fruit-tourism integration in urban orchards, it is essential to strengthen policy support, advance smart and refined operations, create distinctive brand cultural and intellectual property symbols, deepen cross-sectoral collaboration throughout the value chain, and foster multi-stakeholder coordination to overcome existing barriers.