增城旅游区文脉和旅游品牌营造  

Cultural Context and Construction of Tourism Image for Zengcheng

作　　者：江璐明[1] 梁国昭[1] 

机构地区：[1]广州地理研究所,广州510070

出　　处：《热带地理》2006年第4期353-358,共6页Tropical Geography

基　　金：广州市旅游局招标项目--增城市旅游资源普查部分研究成果;2006

摘　　要：对文脉的概念、组成和作用作了概述和提炼。从增城旅游资源普查而得的旅游资源单体构成中,分析和提炼出增城旅游文脉与仙姑为代表的八仙文化有不解之缘,建议建设增城神仙文化总体旅游品牌,营造“北有蓬莱三岛,南有增城九重”的八仙文化氛围,恢复、重建一些有历史文化价值的景区景点。围绕增城古老而深厚的文化底蕴进行资源整合,打造一批“来此必游”的旅游产品。Historical and cultural context is important for a region to construct its tourism brand and image. Zengcheng, a county-level city under the jurisdiction of Guangzhou, has had a history of more than 1 800 years, and is rich in tangible and intangible heritage. Based on the analysis of the results from the general survey of the tourism resources in Zengcheng, it is considered that immortal culture could be taken as one of the main aspects of the cultural context for the city. Firstly, Zengcheng is the native place of Fairy He Xiangu, the only female of the Eight Immortals in the legend, who are the mythological images loved by Chinese people and well-known to every household in China. Many stories about Fairy He and the other Immortals are widely circulated and concerning festivals are celebrated in Zengcheng, where there is situated Fairy He＇s Ancestral Temple. Secondly, Han Xiang-zi, another member of the Eight Immortals, is said to be the grand nephew of Han Yu, the great writer in the Tang Dynasty. Han Xiang-zi got two poems from Han Yu during their stay in Zengcheng. Thirdly, eastern Zengcheng is part of the Luofushan, a famous Taoism Mountain in China. And fourthly, the name of Zengcheng originates from Chinese ancient mythology, which means the place where immortals live. As Zengcheng is famous in Litchi and some kinds of green food, and beautiful landscapes of fields, gardens, forests and waterfalls in rural areas, the immortal culture could be integrated into the tourism development of those resources. The tourism brand and image for Zengcheng might be described as： ＂Tourism in the Wonderland of Zengcheng for Health the native place of the Celestial Beauty, the land of Litchi and organic food, the place of clean and clear environment. ＂

关 键 词：增城 旅游区文脉 旅游品牌 八仙文化 

分 类 号：F592.3[经济管理—旅游管理]