文旅融合视角下户外运动项目融入旅游景区的困境及发展对策研究——以四川省5A级景区为例

Research on the dilemma and development countermeasures of integrating outdoor sports projects into tourist attractions from the perspective of cultural and tourism integration——to take 5A scenic spots in Sichuan province as an example

为积极响应国家乡村振新战略,实现旅游消费结构的升级,助力四川省户外运动项目的健康发展,运用文献资料法,对四川省5A级景区的开发现状和发展困境进行分析,进而探求其发展路径。结果表明:四川省5A级景区文旅融合不够,品牌竞争力弱;制度建设不全,景区管理精细化服务不足;控险力度欠缺,旅游安全保障服务体系建设缺失;联动合力薄弱,生态资源与民俗文化保护不周全。建议以市场为导向,推动景区资源结构化品牌化发展;培养专业人才,完善顶层设计建立长效运营机制;提高控险意识,完善户外运动安全服务保障体系;优化主体关系,共同推进生态文明和谐健康发展。

In order to actively respond to the national strategy of rural revitalization,realize the upgrading of tourism consumption structure,and help the healthy development of outdoor sports projects in Sichuan province,this paper analyzes the development status quo and development dilemma of 5A scenic spots in Sichuan Province by using the literature data method,and then explores its development path.The results show that the cultural and tourism integration of 5A scenic spots in Sichuan Province is insufficient,and the brand competitiveness is weak;The system construction is not complete,and the fine service of scenic spot management is insufficient;Lack of risk control,lack of tourism security service system construction;The linkage force is weak,and the protection of ecological resources and folk culture is not comprehensive.It is suggested to take the market as the guide to promote the structural brand development of scenic spot resources;Cultivate professional talents,improve toplevel design and establish long-term operation mechanism;Improve the awareness of risk control,improve the outdoor sports safety service guarantee system;We will improve the relationship between subjects and jointly promote the harmonious and healthy development of ecological civilization.