南京文化创意旅游发展策略

The Development Strategy of the Cultural and Creative Tourism in Nanjing

文化旅游以其所蕴含的高层次精神文化内涵和审美感受受到人们的追捧。目前,南京文化旅游发展存在着文化内涵挖掘不深入、旅游产品缺乏特色、营销手段陈旧、管理机制不健全等问题。基于创意视角审视南京文化创意旅游,提出了文化理念创新、旅游产品创意、营销手段创意、管理体制创新等发展策略。

The high level spiritual and aesthetic experience of cultural creative tourism have aroused great interest among people. The underdeveloped cultural connotations, characteristics of products, management and outdated marketing have constrained the development of tourism in Nanjing. This article has put forward the countermeasures on the innovation of cultural ideas, tourism products, marketing approaches, and management mechanism.