基于产品层次理论的台州市乡村文旅融合深化路径  

On Development Path of the Integration of Rural Culture and Tourism in Taizhou City Based on the Product-level Theory

作　　者：李跃军[1] 陈安平 Li Yuejun;Chen Anping(Taizhou Institute of Culture and Tourism,Taizhou University,Taizhou 318000,China;Taizhou Municipal Bureau of Culture,Radio,Television,Tourism and Sports,Taizhou 318000,China)

机构地区：[1]台州学院台州市文化和旅游研究院,浙江台州318000 [2]台州市文化和广电旅游体育局,浙江台州318000

出　　处：《台州学院学报》2021年第5期17-22,共6页Journal of Taizhou University

基　　金：国家社科基金项目“县域文化和旅游融合体制机制运行质量研究”(21BH148);浙江省哲学社会科学规划项目“浙江省特色小镇旅游空间生产研究”(17NDJC149YB)。

摘　　要：文旅融合是当前乡村旅游发展的新起点与新任务,打造乡村特色高品质文旅融合产品对于促进乡村旅游高质量发展,实现乡村振兴战略具有重要意义。台州市乡村旅游开发存在原生态文化特色不断衰退、文旅融合不深、产品创新受要素制约明显、文旅产品对当地经济贡献不大等问题,直接影响了文旅融合产品的品质,降低了游客满意度。为此,台州市乡村文旅融合发展应遵循文旅资源开发评价“等级化”、文旅融合产品定位“精准化”、区域文旅产品功能“差异化”、文旅融合项目载体“多样化”、文旅融合创新主体“多元化”、乡村文旅融合手段“数字化”、文旅融合管理机制“创新化”、文旅融合保障要素“体系化”的“八化”路径。The integration of culture and tourism is a new starting point and a new task for devel⁃opment of rural tourism.Creating high-quality cultural tourism integration products with rural character⁃istics is of great significance to promote the high-quality development of rural tourism and realize the strategy of Rural Revitalization.Taizhou rural cultural and tourism integration has many problems,in⁃cluding a declining trend of original ecological cultural characteristics,insufficient cultural and tourism integration,restricted product innovation and little contribution to the local economy,which affects the quality of overall products and reduces the satisfaction of tourists.This paper puts forward eight ways including the hierarchical evaluation of cultural and tourism resource development,the precise develop⁃ment of products,the differentiation of functional positioning,the diversification of project carrier,the diversification of innovation subject,the digital means in rural areas,the innovation of management mechanism,and the systematization of guarantee elements.

关 键 词：台州市 乡村文旅融合 “八化”路径 产品层次理论 

分 类 号：F592.7[经济管理—旅游管理] F327[经济管理—产业经济]