宗教旅游产品体系的构建及其开发研究——以浙江省为例

A Study of Building and Development of Religious Tourist Products——Taking Zhejiang as a Case

我国宗教资源丰富,文化内涵丰厚,但这些旅游资源尚未转化为良好的旅游产品,没有收到应有的社会效益和经济效益。文章以浙江为例,在深入分析宗教旅游资源及其开发现状的基础上,探讨了浙江宗教旅游的市场定位和产品体系构建,并提出了转变观念,科学开发宗教旅游产品、突出宗教旅游产品的品牌特色、拓展宗教旅游产品的市场空间等开发建议。

China is rich in religious resources with a profound cultural connotation.However,they have not been fully exploited and effectively turned to tourist products.After a thorough analysis of the development of religious tourism in Zhejiang,the present paper points out the market positioning and the tourist product system,then puts forward a series of measures with regard to the development of tourist products of religion in Zhejiang,such as changing the conception,properly developing religious tourist products,stressing religious characteristics,expanding marketing space,etc.