【摘要】：文化作為旅游的靈魂,是旅游發(fā)展的持續(xù)動力,因此注重文化的挖掘和旅游開發(fā)成為大勢所趨。紹興擁有厚重的黃酒文化積淀和雄厚的黃酒產(chǎn)業(yè)實力,黃酒作為紹興唯一經(jīng)濟(jì)名片,有很高的經(jīng)濟(jì)價值。在紹興黃酒產(chǎn)業(yè)轉(zhuǎn)型升級和文化旅游發(fā)展的推動下,本文嘗試將黃酒產(chǎn)業(yè)和文化旅游相融合,從產(chǎn)業(yè)融合的角度,探討兩者融合的機(jī)理、動力機(jī)制和模式,并對紹興黃酒文化旅游開發(fā)進(jìn)行了探索性研究。論文在對國內(nèi)外相關(guān)文獻(xiàn)與資料梳理的基礎(chǔ)上,首先,將體驗經(jīng)濟(jì)理論、RMP理論和產(chǎn)業(yè)鏈理論作為本文的理論支撐,探索了文化旅游與黃酒產(chǎn)業(yè)融合的基礎(chǔ)、機(jī)理、動力機(jī)制和融合模式；其次,通過系統(tǒng)歸納紹興黃酒文化體系,運(yùn)用層次分析法(AHP)和專家調(diào)查法,構(gòu)建了黃酒文化旅游資源評價模型,并對紹興黃酒文化旅游資源進(jìn)行評價；最后,本文以紹興黃酒為例,經(jīng)過實地考察和市場問卷調(diào)查,分析了紹興黃酒產(chǎn)業(yè)和紹興旅游發(fā)展現(xiàn)狀,通過對紹興黃酒文化旅游開發(fā)的實例研究來探索黃酒產(chǎn)業(yè)與文化旅游融合模式在具體實踐的應(yīng)用。本論文的主要觀點和結(jié)論為：(1)在文化旅游與黃酒產(chǎn)業(yè)融合過程中,兩者都具有很強(qiáng)的產(chǎn)業(yè)關(guān)聯(lián)性、都能滿足消費(fèi)者休閑娛樂的需求,這是兩者融合的基礎(chǔ)；黃酒產(chǎn)業(yè)市場需求的推動、經(jīng)濟(jì)效益的追求、產(chǎn)業(yè)轉(zhuǎn)型升級三大內(nèi)在推動力,和文化旅游發(fā)展過程中個性化和體驗性旅游需求、政府支持、企業(yè)競合三大外在拉力,形成了文化旅游與黃酒產(chǎn)業(yè)融合發(fā)展的動力機(jī)制；根據(jù)黃酒產(chǎn)業(yè)鏈的價值特征和文化旅游的運(yùn)作方式,認(rèn)為文化旅游與黃酒產(chǎn)業(yè)融合模式可分為三種：滲透型、重組型、延伸型融合模式。(2)結(jié)合黃酒文化旅游資源的特征,將黃酒文化旅游資源的評價體系劃分為黃酒文化自身資源、市場開發(fā)條件和環(huán)境開發(fā)條件三大方面。并根據(jù)這三大方面確定文化要素、功能價值、相關(guān)資源存在條件、區(qū)位條件、客源條件、自然環(huán)境、經(jīng)濟(jì)環(huán)境和社會環(huán)境項目評價層,構(gòu)建了目標(biāo)層、綜合評價層、項目評價層和因子評價層共同組成的黃酒文化旅游資源的評價體系。(3)根據(jù)文化旅游與黃酒產(chǎn)業(yè)融合理論,結(jié)合紹興黃酒文化自身的特點和黃酒產(chǎn)業(yè)的發(fā)展,認(rèn)為滲透型、重組型、延伸型融合模式均適用于紹興黃酒文化旅游的開發(fā),通過文脈延續(xù)、文化演繹、品牌塑造等方式,打造紹興黃酒體驗精品游線,引導(dǎo)黃酒文化體驗性消費(fèi),并從環(huán)境優(yōu)化、非遺傳承、管理協(xié)作、宣傳推介四個方面闡述了黃酒文化旅游開發(fā)的保障機(jī)制。
[Abstract]:Culture, as the soul of tourism, is the continuous driving force of tourism development, so it is the trend of the times to pay attention to the excavation of culture and the development of tourism. Shaoxing has a thick rice wine culture accumulation and strong rice wine industry strength, yellow rice wine as the only economic card of Shaoxing, has a high economic value. Driven by the transformation and upgrading of Shaoxing rice wine industry and the development of cultural tourism, this paper attempts to combine the rice wine industry with cultural tourism, and from the angle of industrial integration, discusses the mechanism, motive mechanism and mode of the integration of the two. And the cultural tourism development of Shaoxing rice wine was studied. On the basis of combing the relevant literature and materials at home and abroad, first of all, the experience economy theory, RMP theory and industry chain theory are taken as the theoretical support of this paper, and the foundation and mechanism of the integration of cultural tourism and rice wine industry are explored. Dynamic mechanism and integration model; Secondly, through the systematic induction of Shaoxing rice wine culture system, using the analytic hierarchy process (AHP) and expert investigation method, the evaluation model of rice wine cultural tourism resources was constructed, and the Shaoxing rice wine culture tourism resources were evaluated. Finally, taking Shaoxing rice wine as an example, the paper analyzes the present situation of Shaoxing rice wine industry and Shaoxing tourism development through on-the-spot investigation and market survey. A case study on the cultural tourism development of Shaoxing rice wine was carried out to explore the application of the combination model of rice wine industry and cultural tourism in practice. The main viewpoints and conclusions of this paper are as follows: (1) in the process of integration of cultural tourism and rice wine industry, both of them have strong industrial relevance and can meet the needs of consumers' leisure and entertainment, which is the basis of the integration of the two; The promotion of market demand of rice wine industry, the pursuit of economic benefits, the three internal driving forces of industrial transformation and upgrading, the individualized and experiential tourism demand in the process of development of cultural tourism, the support of government, the competition of enterprises and the three external pull forces, Forming the dynamic mechanism of cultural tourism and rice wine industry integration and development; According to the value characteristics of rice wine industry chain and the mode of operation of cultural tourism, it is considered that the fusion mode of cultural tourism and rice wine industry can be divided into three types: permeation model, recombination model and extended integration mode. (2) combined with the characteristics of cultural tourism resources of rice wine, The evaluation system of rice wine culture tourism resources is divided into three aspects: yellow rice wine culture resources, market development conditions and environment development conditions. According to these three aspects, the cultural elements, the function value, the existence condition of related resources, the location condition, the passenger source condition, the natural environment, the economic environment and the social environment project evaluation layer are determined, and the target layer and the comprehensive evaluation layer are constructed. The evaluation system of yellow rice wine cultural tourism resources composed of project evaluation layer and factor evaluation layer. (3) according to the theory of cultural tourism and rice wine industry fusion, combined with the characteristics of Shaoxing rice wine culture and the development of rice wine industry, the permeable type was considered. The combination model of recombination type and extension type is suitable for the development of Shaoxing rice wine cultural tourism. Through the methods of cultural continuity, cultural deduction and brand shaping, Shaoxing yellow rice wine experience tour line is created to guide the rice wine culture experience consumption. The guarantee mechanism of yellow rice wine cultural tourism development was expounded from four aspects: environment optimization, non-inheritance, management cooperation, propaganda and promotion.
【學(xué)位授予單位】：浙江師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F592.7;TS971

【參考文獻(xiàn)】

相關(guān)期刊論文 前7條

1 周永廣;徐林強(qiáng);徐U，

本文編號：2410075