南京佛教文化旅游资源开发策略研究

Study on Development Strategies of Nanjing Buddhist Cultural Tourism Resources

拥有悠久建城史的南京一直是江南乃至中国佛教文化传播和研究的中心之一。南京佛教文化旅游资源丰富,有着大量物质文化留存和浓厚佛教精神文化氛围。虽然南京佛教景点拥有较高的知名度和源于其他类型景点的集团化优势,但在新形势下,一些旅游项目的相对陈旧和来自大型佛教景观的竞争,也使得南京佛教文化旅游市场面临挑战。通过系统考察南京佛教文化资源留存,并在深入分析南京佛教文化资源的内部优劣势以及外部机遇与威胁的基础上,应当在提升观光游知名度、促进境外游客文化认同游、开创佛教体验游三方面推进南京佛教文化旅游资源的转化。

Nanjing, with a long history since search of southern China and even Buddhist its construction, has been a center for spread and re- culture. Nanjing blessed with abundant tourism re- sources, has retained a lot of material culture and Buddhist spiritual culture. Though with higher reputation and better group advantages compared with counterparts, in the new situation, some pro- grams are behind the times and faced with competitions from large Buddhist landscapes, thus the whole Nanjing Buddhist cultural tourism market is challenged. By systematically reviewing Nanjing Buddhist cultural resources remains, and in depth analyzing the internal strengths and weaknesses and external opportunities and threats, this paper argues that to transform Nanjing Buddhist culturaltourism resources requires raising sightseeing reputation, promoting cultural identity tours for over- seas visitors and initiating Buddhist experience tours.