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本文基于交易成本理论,结合休闲农业旅游特有的性质特点,从理论和实证两个角度分析了旅行社在近年来新兴旅游形态_休闲农业旅游市场的中介作用问题。研究结果表明,鉴于休闲农业相对传统旅游具有较弱的独特性及垄断性和较强的休闲性,旅行社在休闲农业旅游市场中的中介作用相对于传统旅游市场表现出了明显的减弱,体现在非单位团体游客基本上选择自助出游的方式。文章最后在研究结论基础上提出了相关的对策建议。
Based on the transaction cost theory and the unique characteristics of leisure agriculture tourism, this paper analyzes the intermediation role of travel agency in the emerging tourism landscape - leisure agriculture tourism market from two aspects of theory and demonstration. The results show that the intermediary role of travel agencies in the leisure agriculture tourism market has obviously weakened compared with the traditional tourism market due to the weaker uniqueness and monopolistic nature and more leisure activities of leisure agriculture relative to traditional tourism. Non-unit groups tourists basically choose self-help travel. Finally, the article puts forward some countermeasures and suggestions based on the conclusion of the study.