论客家文化旅游及其产品开发创新——剧场化、园区化与产品的整合升级  

Hakka Culture Tourism and Innovation of Products Development: Building Theater Atmosphere and Theme Park and Integrating the Products

作　　者：江金波[1] 

机构地区：[1]华南理工大学经济与贸易学院,广州510006

出　　处：《热带地理》2009年第2期167-171,204,共6页Tropical Geography

基　　金：广东省哲学社会科学基金资助项目(04GG01)

摘　　要：客家文化旅游在粤赣闽三省旅游发展中占有独特地位,它具有文化习得、深度体验、交往互动、地方性等特征。大陆客家文化旅游内部竞争激烈、旅游整体形象不显,项目重复建设多、目标市场定位模糊,旅游体验不深,文化内涵把握与市场契合点不准等问题十分突出。为此,客家文化旅游产品创新在定位文化旅游的基础上,要以剧场化为撬动,渲染客家文化之旅的高端品味,强化其审美效果;依托传统围楼村落,建设综合文化主题园区,促使非物质文化遗产最大限度地景观化,克服其产品零散而单薄的不足;通过主题创新、组合创新、结构创新使其产品达到系统整合升级目的。从传统发掘、现代嫁接、未来主题3个方面进行主题创新,从产品的地域组合、线路组合与主题组合架构组合创新,建设动静结合、旅游商品优化、核心层次与有形层次互为深化的旅游产品结构。The Hakka culture tourism has a special status in the tourism development of Guangdong, Jiangxi and Fujian. The characteristics of Hakka culture tourism include cultural study, profound experience, social interaction, locality, and long periodicity. However, there are serious problems about the Hakka culture tourism, such as fierce competition, poor tourism image, repeated constructions, blur target market, static and passive tourism products, non-profound traveling experience, and cultural connotation incongruous with market. Therefore, the innovation of the Hakka culture tourism products should make a target of cultural tourists, improve advertising, promote the superb taste of the Hakka culture tourism, and strengthen the esthetical effect. Based on traditional villages, it should establish integrated cultural theme parks to maximize panoramic nonmaterial view, and reduce the deficiency of scattered and weak Hakka culture tourism products. The Hakka culture tourism products should be integrated and upgraded systematically through theme-innovation, combination-innovation, and structure-innovation. Theme innovation should extend the traditional culture to modernity, including exploring tradition, adding modem materials and confirming future themes. Combination innovation comprises area combination of tourism products, traveling line combination, and theme combination. At the same time, products structure should be dynamic and static combined, merchandise optimized, and its core hierarchy and material hierarchy deepen each other.

关 键 词：客家文化旅游 旅游产品开发 创新 剧场化 

分 类 号：F592.7[经济管理—旅游管理] K928.9[经济管理—产业经济]