莆田妈祖文化旅游地产发展条件及思路研究  

On the Conditions and Thought of Developing Putian Mazu Cultural Tourism Estate

作　　者：陈淑媛[1] 

机构地区：[1]莆田学院管理学院,福建莆田351100

出　　处：《中国农学通报》2011年第1期475-482,共8页Chinese Agricultural Science Bulletin

基　　金：莆田市科技规划项目(2007S17);福建省教育厅A类项目(2008JA08174S);福建省高校服务海西建设重点项目(2008HX04);福建省高校服务海西建设重点项目子课题(MZ1008)

摘　　要：基于莆田定位为世界妈祖文化中心,从文化创意的视角研究妈祖文化旅游地产,旨在把妈祖文化资源优势转变为经济优势,延伸妈祖文化旅游产业链,提高妈祖文化旅游产业的附加值。应用SWOT分析法分析了莆田拥有发展妈祖文化旅游地产的四大优势:妈祖文化发源地优势、临海且滞后开发的较原始自然环境生态优势、客源市场优势和政策环境优势,因此具有很大的发展空间。针对存在的优势、弱势、机遇和挑战,笔者提出了莆田发展妈祖文化旅游地产的思路:做好资源整合规划;突出旅游房地产的文化特色;提升旅游房地产的环境品质;创新融资平台;注重营销策略。文章为莆田妈祖文化旅游的跨越发展提供决策参考。As Putian is positioned as the world ’ s center of Mazu culture, the purpose of this study from the perspective of cultural creativity is to convert the advantages of Mazu cultural resources into economic strength, to extend the industrial chain of Mazu cultural tourism and to increase the added value of Mazu cultural tourism industry. The method of SWOT is applied to analyze the four main advantages of developing Mazu cultural tourism estate in Putian. Namely, the advantage of the birthplace of Mazu culture, the advantage of coastal and fairly primitive natural environment ecology, the advantage of tourist source market and policy supporting environment. According to the existing advantages, weaknesses, opportunities and challenges, the thought of developing Mazu cultural tourism estate in Putian is put forward, including the making of resource integration plan, highlighting cultural features of tourism estate, upgrading the environmental quality of tourism estate, creating new financing platform and emphasizing marketing strategy, in a hope to provide reference for the faster development of Mazu cultural tourism in Putian.

关 键 词：SWOT分析 妈祖文化 旅游地产 文化创意 旅游产业 莆田 

分 类 号：F590[经济管理—旅游管理] G07[经济管理—产业经济]