论莆田市妈祖文化与旅游融合发展模式及路径

Research on the Integrated Development Mode and Path of Mazu Culture and Tourism in Putian

旅游是文化的载体,文化是旅游的灵魂。莆田市作为妈祖文化发祥地,积极推进妈祖文化与旅游融合发展,取得不少成效,但在旅游产品开发、区域平衡发展、旅游效益提升等方面仍存在着问题。针对这些问题,莆田市妈祖文化与旅游融合发展可选择渗透型融合、延伸型融合、重组型融合等三种模式,通过提升妈祖文化旅游品味、打造妈祖文化旅游品牌、策划参与性强的旅游项目和文化特色鲜明的商品、建好妈祖文化旅游示范区等优化路径,进一步提升妈祖文化与旅游融合发展水平。

Tourism is the carrier of culture,and culture is the soul of tourism.As the birthplace of Mazu culture,Putian actively promotes the integration of Mazu culture and tourism,and has achieved many results,but there are still problems in the development of tourism products,regional balanced development,and tourism efficiency improvement.In view of the problem,Putian Mazu culture and tourism integration development can choose three modes:penetration integration,extension integration and reorganization integration,and further improve the development level of Mazu culture and tourism integration by improving Mazu cultural tourism taste,building Mazu cultural tourism brand,planning participatory tourism projects and commodities with distinctive cultural characteristics,and building Mazu cultural tourism demonstration zone.