北京文化旅游:现状·难点·战略

THE CULTURAL TOURISM IN BEIJING:STATUS QUO·DIFFICULTY·STRATEGY

文化旅游是北京的核心旅游产品 ,也是北京旅游业可持续发展的根本所在。但研究与调查表明 ,北京的文化旅游还有许多难以与市场发展需求相称之处。在此基础上 ,本文分析了北京五种类别的文化旅游产品的发展状况 ,指出了它们的优势和不足 ,归纳提炼了北京发展文化旅游的难点 。

Cultural tourism is a core product of tourism industry i n Beijing. Beijing is the best area rich of six world culture heritages,such as the Great Wall, the Forbidden City, the Summer Palace, the Heaven Temple, Beiji ng Ape-man Relics in Zhoukoudian, the Ming Tombs. However, the studies on how t o improve Beijing tourism development through the angle of Culture tourism are r arely seen, as well as the studies on how to satisfy the needs of culture touris ts. Based on the culture tourism definition given by the World Tourism Organizat ion and the researches on European culture tourism products and its development, the author classify the culture tourism products in Beijing, analyze their pres ent conditions, and conclude the difficulties of developing Beijing tourism cult ure. Based on this, Six suggestions are put forward. Because of the abundance and best quality of cultural and historical relics in B eijing, the attraction of cultural tourism products is irreplaceable and thus it is easily to hold the market, but the system, management and service need to be improved. There are large quantities of museums of various kinds in Beijing, wh ile they are not in top grade and their function as educational and culture-spr eading base has to be enhanced because of the backward system and outmoded notio n. Education tourism is a large potential market for Beijing, but it is not well developed yet. Among those active culture tourism products, the regular theater performances are well developed for tourists, and the organic connection betwee n culture, art and tourism is not established. More over, there is no one big th eme park which with Chinese culture characteristics in Beijing. At last the author put forward six measures to improve the development of Beijin g culture tourism. 1.To enhance the quality of all the heritages in its way of d isplaying. 2. To develop the folk customs, pay more attention to the folk festi vals to increase the categories and attractions of cultures tourism product. 3. To search variety modes of managing on the culture tourism resources;4.To make a joint effort of scenic spot, hotel, travel agency, restaurant, transportation and business enterprises to build the culture tourism atmosphere. 5.To increase the scientific and technological elements in culture tourism development. 6. To make great efforts in marketing the image of Beijing culture tourism.