“掏羊锅”:饮食旅游目的地建设的文化解析  

Tao Yang Pot:Cultural Interpretation of Food Tourism Destination Construction

作　　者：何宏[1] 

机构地区：[1]浙江旅游职业学院饮食文化研究所,浙江杭州311231

出　　处：《扬州大学烹饪学报》2014年第1期44-49,共6页Cuisine Journal of Yangzhou University

摘　　要："掏羊锅"是杭州市西郊余杭区仓前街道目前最具市场人气的饮食。作为典型的饮食旅游文化产品,"掏羊锅"的成功之处在于:不同凡响的烹饪技术是吸引旅游者的基础,政府行政主导是成就"掏羊锅"的催化剂,同业人员有序的竞争发展保证了旅游者口碑宣传和再度光临,同业组织的参与使松散的农户经营以统一的形象得以有效传播,市场的培育使得旅游饮食品牌形象深入人心。利用周边旅游吸引物如章太炎故里的影响,以及具有怀旧情绪的故事为背景,也使"掏羊锅"之旅成为文化之旅的同义语。Tao Yang pot is now the most popular diet in Cangqian Street, located in Yuhang District of Hang- zhou. As a typical product of food tourism, tile keys to its success are as follows： unique cooking technique, government＇ s guiding, olxterly competition in the same profession, tourists＇ word of mouth advertising and ef- fective communication of the business. Market cultivation enables the brand image to win support among the people. Meanwhile tourism attractions like Zhang taiyan＇ s native place and nostalgic background stories also make the journey of Tao Yang pot a cultural tour.

关 键 词：掏羊锅 饮食旅游 饮食文化 文化解析 

分 类 号：F590.8[经济管理—旅游管理]