论晋中地区大院旅游文化

Current Situation of Shanxi Merchant Compound Regional Tourism and Countermeasures

随着乔家大院的成功促销,近年来,晋商大院地域文化得以深度挖掘,晋商大院旅游风生水起。然而,由于受到地域经济权柄的分割,晋商大院开发存在明显的同质化现象,开发模式缺乏创新,只注重门票的当前收入,忽略了晋商大院在不同地域品牌的塑造。晋商大院其实是晋商文化特别是黄土高原地域文化的一种载体。晋商大院的文化内涵需要与产生它的不同地域文化相融合,才能彰显出其真正旅游品牌魅力。

With the successful marketing promotion of the Qiao Family Compound, Shanxi merchant compound regional culture has been deeply dug in recent years and the compound tourism has developed quickly. But there is some evident homogenization and no innovations in the development of Shanxi merchant compounds because of the separation of the local economical rights. Only the current ticket income is paid attention to while the creation of different regional brands is neglected. Actually, Shanxi merchant compounds are only the carrier of Shanxi merchant culture especially the carrier of Loess Plateau regional culture. Therefore, the compound culture must be combined with the different regional culture which generates it, and then it can show the real charming of its tourism brand.