旅游景区文化资源的利用与开发个案探讨——以绍兴沈园为例

Discussion on Utilization and Exploitation of Cultural Resources in Tourist and Scenic Areas:A Case Study of Shen's Garden in Shaoxing

文化是旅游景区发展的灵魂。针对目前诸多景区不注重文化资源深度开发的现状,以绍兴沈园风景区为例,对旅游景区文化资源的开发利用提出四点建议:深入挖掘景区文化内涵,拓展景区文化产业链,进行有效的文化传播和营销,构建景区文化旅游品牌。

Culture is the soul of the development in tourist and scenic areas. Against the disappointing reality that the exploitation of cultural resources in many scenic areas is ignored,this article makes a brief analysis of Shen＇s Garden in Shaoxing and puts forward four suggestions： excavating cultural connotations of the scenic area,developing cultural industry chain,processing effective cultural prevalence and marketing,and creating the brand of cultural tourism in the scenic area.