扬州文化旅游开发的问题及对策

Study of the Problem and Strategy of Cultural Tourism Development in Yangzhou

文化旅游是扬州旅游最主要和最重要的组成部分,扬州的文化旅游资源很丰富,运用文献研究法、实地调研法等方法展开研究,总结了扬州文化旅游资源的特色,指出了文化旅游资源开发中出现的问题,提出四项切实可行的对策:提升改造历史文化街区,加大对双东历史街区的文化开发力度;增加夜间文化项目,推出大型文化实景演出——《扬州运河印象》;采用影视营销、事件营销、音乐营销等创新营销手段;提出新的旅游形象口号"运河之都,名人荟萃,盐商故里,休闲宜居——新城扬州"。

Cultural tourism is the key component of tourism products as cultural tourism products are rich and of high quality in Yangzhou.The study is based on the approaches of literature and empirical research.The author of this article summarizes the characteristics of cultural tourism resources in Yangzhou and indicates the problems of development of cultural tourism.Based on this fact,four improved strategies are proposed.Firstly,much more needs to be done to reconstruct the dual- East Historic District.Secondly,the performance of the Impression of the Grand Canal in Yangzhou can be shown as the culture project at night.Thirdly,we can use the innovative marketing techniques such as the screen marketing,the event marketing and the music marketing.Fourthly,it puts forward the new tourism image slogan ＂the city of the Grand Canal,the city of famous people gathered,salt traders＇ hometown,the world＇s most livable city—New Yangzhou.＂