基于旅游产品视角的文化旅游探析

Cultural Tourism Analysis from the Perspective of Tourism Product

文化是灵魂,旅游是载体,中国现代旅游业30多年的稳步发展催生了文化旅游概念的提出。为了进一步推动文化与旅游的深度结合,促进文化旅游发展,全国各地在努力打造文化旅游系列产品。毋庸讳言,所谓文化旅游产品并非是"另立山头"的新产品,而是旅游产品体系品质提升的重大举措,文化旅游具有鲜明的旅游产品属性。但是,"文化旅游"的提出,又决定了其产品属性的个性,即通过文化符号的彰显满足大众旅游需求,进而实现旅游产品品质的提升,这涉及到文化旅游产品类属的宏观概念与产品种类的微观层面。文化旅游产品属性的探析,应着手从文化旅游发展中的文化符号个性彰显、客源市场文化需求解析、对多元文化的认知与认同、旅游产品品质提升等多层面进行研究。宏观层面研究上,应着力于文化旅游在旅游产品家族中的主导作用研究;微观层面上,应致力于解析文化旅游类型、种类及其构成要素与产品内涵研究。

Culture is the soul of tourism, whereas tourism is the carder of culture. With a steady development of the modem tourism industry in the past 30 years in China, the concept of cultural tourism has emerged. In order to promote the integration of culture and tourism and the development of cultural tourism, cultural tourism products are developed throughout the country. Cultural tourism product is not a new thing. Instead, it is an important method to improve the quality of the tourism product system. Cultural tourism has the distinctive attributes of tourism product. However, Cultural Tourism itself has its own particular characteristics, namely, through highlighting cultural symbols to meet the need of tourist culture, so as to achieve the improvement of tourism product. This involves macro concepts and micro level of cultural tourism product type. Cultural tourism product analysis could be undertaken in the following respects： highlighting cultural symbols in cultural tourism development, meeting the tourists ＇ cultural demands, understanding and identifying with different cultures, and enhancing the quality of tourism product. On the macro level, the research should be focused on the leading role of cultural tourism in tourism products. On the micro level, efforts should be made to analyze cultural tourism categories, components, and products connotations.