面向东南亚市场的四川三国文化旅游开发策略研究

Research on Tourism Development Strategy of Sichuan Three Kingdoms Culture aiming at the Southeast Asian market

以《三国演义》为代表的中国文学在东南亚具有相当广泛的影响。经翻译后的《三国演义》在东南亚国家传播广泛,东南亚人民对三国文化有特殊的感情。本文分析了东南亚人民三国文化情结产生的原因,结合东南亚游客的消费习惯、行为特点、性格特征等,提出了针对东南亚入境旅游市场的四川三国文化旅游开发策略,以此扩大四川旅游在东南亚国家的知名度与影响力,加快四川省旅游强省和文化强省的建设步伐。

Romance of the Three Kingdoms,as the representative of Chinese literature,has considerable influence in Southeast Asia.The translated copy of Romance of the Three Kingdoms has wide spread in Southeast Asian countries,and the people there share a special affection toward the Three-Kingdom culture.This paper is to analyze the reasons of the Three-kingdom culture complex of Southeast Asians,and propose the tourism development strategy of the Three-kingdom culture aiming at the Southeast Asian market in Sichuan combined with the consumption habits,behavior characteristics and personalities of Southeast Asian tourists,which contributes to expanding Sichuan tourism popularity and influence in Southeast Asian countries and speeding up Sichuan’s construction pace of a toursm-powerful and cultural-dynamic province.