本文選題：王漁洋故里　切入點：文化旅游　出處：《天津大學》2013年碩士論文　論文類型：學位論文

【摘要】：近年來，全國各地旅游業(yè)方興未艾，市場競爭日趨激烈，以文化遺產(chǎn)資源保護和開發(fā)為重點的文化旅游產(chǎn)業(yè)異軍突起，迅速成為轉(zhuǎn)變地方經(jīng)濟發(fā)展方式、推動文化產(chǎn)業(yè)成為國民經(jīng)濟支柱性產(chǎn)業(yè)的重要突破口。 文化是旅游的第一資源，也是塑造旅游形象的最重要資源，推動文化與旅游在更大范圍、更高層次上融合，打造文化旅游品牌，是增強文化旅游產(chǎn)業(yè)吸引力、感染力、影響力、競爭力的根本所在。 王漁洋故里——桓臺縣新城鎮(zhèn)是全國歷史文化名鎮(zhèn)，歷史悠久，人文薈萃，，鏡內(nèi)文化遺跡遺存眾多，人文歷史資源豐厚，其中尤以清初文壇領(lǐng)袖、康熙刑部尚書王漁洋為最。2009年，王漁洋故里保護開發(fā)項目建設(shè)正式啟動，該項目改變了原來文化遺產(chǎn)資源保護工作中單純地對重點文物保護單位進行保護修復(fù)的狀況，將王漁洋故里文化遺產(chǎn)資源整體保護和文化旅游產(chǎn)業(yè)開發(fā)融為一體，有力地推動了文化遺產(chǎn)資源優(yōu)勢向文化產(chǎn)業(yè)優(yōu)勢轉(zhuǎn)變，目前項目建設(shè)取得了階段性成果。 但是，隨著王漁洋故里保護開發(fā)一期工程部分景區(qū)的陸續(xù)開放和文化旅游產(chǎn)業(yè)化發(fā)展的深入，在文化遺產(chǎn)保護、文物景區(qū)區(qū)域化發(fā)展、文化產(chǎn)品開發(fā)、文化旅游形象傳播等方面都面臨著嚴峻的考驗。從市場的角度出發(fā)，有效實施王漁洋故里文化旅游品牌戰(zhàn)略管理，是王漁洋故里景區(qū)發(fā)揮地域特色文化資源優(yōu)勢，擺脫“古城鎮(zhèn)”文化旅游雷同化、同質(zhì)化的旋渦，在文化旅游市場脫穎而出的最佳選擇。本文在綜合王漁洋故里保護開發(fā)現(xiàn)狀，以及周邊古城文化旅游景區(qū)成功經(jīng)驗的基礎(chǔ)上，全面分析評價王漁洋故里文化旅游景區(qū)的優(yōu)勢、劣勢、機會、威脅，提出王漁洋故里文化旅游品牌定位、形象設(shè)計和品牌傳播等實施策略，并提出了初步的對策和建議。
[Abstract]:In recent years, the tourism industry in various parts of the country is in the ascendant, and the market competition is becoming increasingly fierce. The cultural tourism industry, which focuses on the protection and development of cultural heritage resources, has rapidly become a transformation of the local economic development mode. Promote the cultural industry to become a pillar industry of the national economy an important breakthrough. Culture is not only the first resource of tourism, but also the most important resource in shaping tourism image. To promote the integration of culture and tourism on a larger scale and on a higher level, and to create cultural tourism brands, is to enhance the attraction and appeal of cultural tourism industry. Influence, the root of competitiveness. The hometown of Wang Yuyang, Huantai County, is a famous historical and cultural town in the whole country, with a long history, a great number of cultural relics in the mirror, and rich cultural and historical resources, especially among the leaders of the literary world in the early Qing Dynasty. In 2009, Wang Yuyang's hometown protection and development project was officially launched. The project changed the original situation of simply protecting and restoring key cultural relics protection units in the work of protecting cultural heritage resources. The integration of the whole protection of the cultural heritage resources of Wang Yuyang's hometown and the development of the cultural tourism industry has promoted the transformation of the cultural heritage resources superiority to the cultural industry superiority, and the present project construction has achieved the stage results. However, with the opening of some scenic spots in the first phase of the protection and development project of Wang Yuyang's hometown and the deepening of the industrialization of cultural tourism, the protection of cultural heritage, the regionalization of cultural relics scenic spots, and the development of cultural products, Cultural tourism image transmission and other aspects are facing a severe test. From the market point of view, the effective implementation of the strategic management of Wang Yuyang's hometown cultural tourism brand is to give full play to the advantages of cultural resources with regional characteristics in Wang Yuyang's hometown scenic spot. Get rid of the "ancient town" cultural tourism identical, homogenized vortex, the best choice to stand out in the cultural tourism market. This article based on the synthesis of Wang Yuyang's hometown protection and development status, as well as the surrounding ancient city cultural tourism success experience, This paper comprehensively analyzes and evaluates the advantages, disadvantages, opportunities and threats of Wang Yuyang's hometown cultural tourism scenic spots, and puts forward the implementation strategies of Wang Yuyang's hometown cultural tourism brand positioning, image design and brand communication, and puts forward some preliminary countermeasures and suggestions.
【學位授予單位】：天津大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F592.7

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本文編號：1645550