文化“两创”视域下旅游商品高质量发展研究——兼析民族地区实现旅游商品跨越式发展的路径选择

Research on the High-quality Development of Tourism Commodities from the Perspective of Cultural Innovative Transformation and Development——Analyze the Directions on Realizing the Leap-forward Development of Tourism Commodities in Ethnic Areas

我国旅游商品的总体现状可以概括为一个明显的金字塔状发展结构,大部分旅游商品发展普遍存在两组发展“冲突”:一组存在于转化过程中,表现为旅游商品供给的创新性不足与现代旅游消费需求之间的“冲突”;另一组存在于发展模式中,表现为效率导向的生产方式与追求最大限度惠及旅游地之间的“冲突”。民族地区高质量发展旅游商品,既需要培育文化为核、旅游为形的旅游商品价值转化链,又需要强化互促共进、互惠共赢的旅游商品利益分配链。面对发展环境上的变化,民族地区需要利用移动互联网应用,提升旅游商品营销水平;顺应跨界融合趋势,优化旅游商品效益结构;重视年轻人才培养,保障旅游商品后继支撑。

The overall status quo of China’s tourism commodities can be summarized as an obvious pyramid-shaped development structure. There are generally two development contradictions in the development of most tourism commodities: one of them exists in the process of transformation, which manifests as the contradiction between the lack of innovation in the supply of tourism commodities and the demand for modern tourism consumption. Another one exists in the development model, which manifests as the contradiction between efficiency-oriented production approaches and the pursuit of maximum benefit to tourist destinations. The high-quality development of tourism commodities in ethnic areas requires not only cultivating the value transformation chain of tourism commodities with culture as the core and tourism as the form but also strengthening the distribution chain of tourism commodities with mutual promotion and mutual benefit. From the perspective of changes in the development environment, ethnic areas need to use mobile Internet applications to improve the level of tourism commodity marketing. On the other hand, in line with the trend of cross-border integration, optimizing the benefit structure of tourism commodities, focusing on the training of young talents, and ensuring the follow-up support of tourism commodities.