论文化旅游产业中的创意营销

Discussion Creative Marketing about Industry of Culture Tourism

文化旅游是旅游产业中一个相对薄弱的环节,但它也是当前旅游产业急待提升的方面。把文化元素注入旅游产业,形成文化与旅游的融合,提升旅游产品的附加值,更需要运用创意营销的理念,才能体现文化旅游真正内涵,提高旅游产品的经济效益。通过对我国文化旅游产业存在的问题及原因分析,提出运用主题文化旅游营销方式、参与体验式的文化旅游营销方式和注入特色文化式的旅游营销方式等创意营销,以全面提升文化旅游产业的竞争力。

Culture tourism is one of relatively weak links of tourism industry, while it is urgently need to be upgraded in modern tourism industry. Injecting culture elements into industry, integrating culture and tourism, and improving the value-added of tourism products need creative marketing concepts, which embodies the real meaning of culture tourism, and enhances the economic benefit of tourism products. This article points out the questions in culture tourism and analyzes the reasons, and advocates using creative marketing way, such as theme culture tourism, participating and experiencing, injecting characteristic culture tourism, and so on, and then the competition capability of culture tourism industry will be upgraded comprehensively.