文旅融合视域下葡萄酒旅游体验维度创新发展研究

Experience Dimension Innovation of Wine Tourism from the Perspective of Culture-Tourism Integration

为了促进葡萄酒旅游产业的高质量发展、传承优秀文化,提出文旅融合视域下葡萄酒旅游体验维度创新发展研究。从体验生活、教育意义以及对旅游地做出的贡献等方面分析葡萄酒旅游具备的优势特征;探究葡萄种植、生产加工、产品设计等因素对产业链的影响,将种植、加工、营销与售后作为整条旅游产业链的关键环节;结合产业结构特性,得出葡萄酒旅游存在体验项目单一、体验设施不完善、体验活动形式化等发展瓶颈;将文化与旅游相结合,分别在农耕、饮食、创意、民俗文化影响下建立多维体验项目;加强基础设备建设,提升管理水平,创新服务体验;引进高科技,改革体验形式。从多维度提高旅游体验感,进而增加经济效益,提升我国葡萄酒旅游在国际上的影响力。

In order to promote the high-quality development of wine tourism industry and to pass on the excellent culture,this paper puts forward the experience dimension innovation of wine tourism from the perspective of culture-tourism integration.This paper ana-lyzes the advantages and characteristics of wine tourism from the aspects of life experience,educational significance and contribution to the tourism destination,explores the impact of grape planting,production and processing,product design and other factors on the industrial chain,and takes planting,processing,marketing and after-sales service as the key links of the whole tourism industrial chain.Considering the characteristics of the industrial structure,it is concluded that the wine tourism industry has some development bottlenecks,such as single experience projects,imperfect experience facilities and formalization of experience activities.Through the combination of culture and tourism,multi-dimensional experience projects can be established in the light of farming,catering,creativ-ity and folk culture.Infrastructure construction needs strengthening,management level needs improvement,and service experience needs innovation.High technology should be introduced to reform the tourism experience.In general,the tourism experience should be improved from multiple dimensions,so as to increase economic benefits and to enhance the international influence of China’s wine tourism.