文旅融合背景下地方旅游文化的挖掘——以浙江省为例

Excavation of Local Tourism Culture under the Background of Integration of Culture and Tourism: a Case Study of Zhejiang Province

文旅融合是新时代满足旅游者旅游文化需求的必然要求,挖掘旅游的文化要素与文化内涵则是文旅融合的基础。浙江省结合地方实际,注重全省旅游形象提炼与塑造中的文化要素挖掘,注重通过地方传统文化和区域特色文化的挖掘来打造相应的旅游主题文化产品,同时,创新打造文化特色浓郁的旅游“综合体”等新业态,全力活化地方旅游文化。旅游文化的挖掘、文旅的充分融合,拓展了文化、旅游发展的新空间。

The integration of culture and tourism is the inevitable requirement of meeting the tourists' cultural needs in the new era, and the excavation of tourism culture is the basis of the integration of culture and tourism. Zhejiang Province, in light of local reality, vigorously excavates local tourism culture, pays attention to the extraction and shaping of cultural elements in the tourism image of the whole province, pays attention to the excavation of local traditional culture and regional characteristic culture and creates corresponding cultural products, at the same time, innovates and creates new tourism formats with strong cultural characteristics. The excavation of tourism culture and the full integration of culture and tourism have expanded the new space for the development of culture and tourism.