文旅融合背景下博物馆旅游创新发展研究——以安徽博物院为例

Research on the Innovative Development of Museum Tourism under the Background of Cultural and Tourism Integration——Taking Anhui Provincial Museum as an Example

在文化和旅游融合的背景下,打造“以文促旅,以旅彰文”的发展路径,是活化博物馆资源的有力措施。分析发现安徽博物院文旅存在市场知名度较低、展陈形式陈旧、配套服务设施不全、活动主题不成系列、文创产品特色不明显等问题,并提出在文旅融合的背景下,安徽博物院旅游发展需通过改革管理体制、优化人才结构、优化业务内容、拓展服务方向、加强宣传推广、扩大市场名气、融入城市规划、打造文化景观、完善法律法规、优化发展环境等举措来增强自身竞争力,实现文化和旅游的深度融合。

Under the background of the integration of culture and tourism,it is a favorable measure to activate the resources of museums by creating the development path of"promoting tourism by culture and manifesting culture by tourism".It is found that cultural tourism in Anhui Museum has problems such as low market visibility,outdated exhibition forms,incomplete supporting service facilities,non-systemic event themes,and inconspicuous characteristics of cultural and creative products.It is proposed that under the background of cultural and tourism integration,Anhui Museum needs to strengthen its competitiveness through measures such as reforming the management system,optimizing the talent structure,optimizing business content,expanding service directions,strengthening publicity and promotion,expanding market reputation,integrating into urban planning,creating cultural landscapes,improving laws and regulations,and optimizing the development environment,so as to achieve a deep integration of culture and tourism.