水浒酒文化主题旅游的内生式发展探析

Endogenous Development of Culture Theme Tourism of Water Margin Liquor

水浒酒是一种地方酒,发展酒文化主题旅游,用文化力提升品牌力,品牌力促进经济力。内生式发展是一种自我导向的发展。在水浒酒文化主题旅游中引入内生式发展的相关理论,对区域产品品牌塑造具有非常好的促进作用。根据地方特点,《水浒传》中的酒文化、周边地区丰富的水浒旅游文化资源以及水浒武术均可以成为水浒酒文化主题旅游内生式发展的社会资本。

Water margin liquor is a local liquor product. The development of liquor culture theme tourism could enhance brand image and further promote economic development. Endogenous development is a self-directed development. The introduction of the relative theories of en- dogenous development in culture theme tourism of water margin liquor had positive effects on the building of regional liquor brands. According to local characteristics, liquor culture described in ＂Water Margin＂,the rich cultural resources in the surrounding areas, and martial arts described in ＂Water Margin＂ could all become the elements for endogenous development of culture theme tourism of water margin liquor.