历史经典产业型特色小镇旅游产品创新研究——以浙江丽水龙泉青瓷小镇为例

Research on Tourism Product Innovation in Historical Classic Industry Characteristic Town——A Case Study of Longquan Celadon Town

历史经典产业型特色小镇是浙江省特色小镇的类型之一,文章在分析历史经典产业型特色小镇旅游资源特征基础上,认为旅游产品创新主要在主题创新、结构创新、类型创新、功能创新、过程创新突破。并以浙江龙泉青瓷小镇为个案,提出历史经典产业型特色小镇旅游产品创新的举措:围绕青瓷主题,创新系列旅游产品;细分旅游市场,满足游客多元需求;放宽资源视角,构建全域旅游体系;提升旅游感知,打造特色品牌形象。

The historical classic industry town is one of the types of the characteristic town in Zhejiang province.Based on the analysis on the features of tourism resources of historical classic industry characteristic town,this paper claims that the tourism product innovation mainly involves the break through in theme,structure,type,function,and process.Taking Longquan celadon town as the case,it proposes measures for the tourism product innovation in the historical classic industry characteristic town:developing series of tourism products around the theme of celadon;segmenting the tourism market to meet tourists’various requirements;broadening resource perspectives to construct an all-for-one tourism system;enhancing tourists’perception to build a unique brand image.