浙江“水性”文化视阈下品质旅游的新形象

New Image of Quality Tourism in Zhejiang "Water-featured" Culture

品质旅游是当前旅游业追求的主题,挖掘品质旅游内涵、从特定文化的角度探寻品质旅游新形象是一种新视角的学术研究。浙江人"择水而栖,择江而居",浙江文化与水文化紧密相连,一代又一代传承至今。"川流不止"、"上善如水"、"人我共生"这些水文化的特征,与浙江人"自强不息"、"义理并举"、"开放兼容"这些传统文化特征巧妙结合,凝炼出浙江"水性"文化新特征,即创新特征、诚信特征、和谐特征,运用这些水性文化特征打造品质旅游中的旅游产品、旅游行业规范、旅游从业者新形象,丰富品质旅游的文化内涵,提升全国旅游品质及旅游新形象,最终促进社会良性发展。

Quality tourism is the hot theme in current tourism. Digging its connotation and shaping its new image from specific culture perspective come to be a new horizon of academic studying. People in Zhejiang like ＂Dwelling near waters, living along rivers＂, for there is a close connection between Zhejiang culture and water culture, which has passed on from generation to generation. ＂Endless flowing＂, ＂the highest excellence is like that of water＂, ＂others and we survive mutually＂ these water cultures combine subtly with traditional Zhe- jiang culture, ＂striving hard without nonfeasance＂, ＂priority to moral obligations and principles＂ and ＂water - like wit and intelligence＂. All these qualities embody new characters of Zhejiang ＂water - featured＂ cul- ture, that is, innovative, creditable and harmonious characteristics. The culture can be employed to sharp new images of tourism products, tourism standards and tourism practitioners, enriching cultural connotations of quality tourism, improving new images of whole nation tourism, and finally promoting a sound progress of our society.