产业融合视角下绍兴黄酒文化旅游开发研究
发布时间：2019-01-17 12:45
【摘要】：文化作为旅游的灵魂,是旅游发展的持续动力,因此注重文化的挖掘和旅游开发成为大势所趋。绍兴拥有厚重的黄酒文化积淀和雄厚的黄酒产业实力,黄酒作为绍兴唯一经济名片,有很高的经济价值。在绍兴黄酒产业转型升级和文化旅游发展的推动下,本文尝试将黄酒产业和文化旅游相融合,从产业融合的角度,探讨两者融合的机理、动力机制和模式,并对绍兴黄酒文化旅游开发进行了探索性研究。论文在对国内外相关文献与资料梳理的基础上,首先,将体验经济理论、RMP理论和产业链理论作为本文的理论支撑,探索了文化旅游与黄酒产业融合的基础、机理、动力机制和融合模式；其次,通过系统归纳绍兴黄酒文化体系,运用层次分析法(AHP)和专家调查法,构建了黄酒文化旅游资源评价模型,并对绍兴黄酒文化旅游资源进行评价；最后,本文以绍兴黄酒为例,经过实地考察和市场问卷调查,分析了绍兴黄酒产业和绍兴旅游发展现状,通过对绍兴黄酒文化旅游开发的实例研究来探索黄酒产业与文化旅游融合模式在具体实践的应用。本论文的主要观点和结论为：(1)在文化旅游与黄酒产业融合过程中,两者都具有很强的产业关联性、都能满足消费者休闲娱乐的需求,这是两者融合的基础；黄酒产业市场需求的推动、经济效益的追求、产业转型升级三大内在推动力,和文化旅游发展过程中个性化和体验性旅游需求、政府支持、企业竞合三大外在拉力,形成了文化旅游与黄酒产业融合发展的动力机制；根据黄酒产业链的价值特征和文化旅游的运作方式,认为文化旅游与黄酒产业融合模式可分为三种：渗透型、重组型、延伸型融合模式。(2)结合黄酒文化旅游资源的特征,将黄酒文化旅游资源的评价体系划分为黄酒文化自身资源、市场开发条件和环境开发条件三大方面。并根据这三大方面确定文化要素、功能价值、相关资源存在条件、区位条件、客源条件、自然环境、经济环境和社会环境项目评价层,构建了目标层、综合评价层、项目评价层和因子评价层共同组成的黄酒文化旅游资源的评价体系。(3)根据文化旅游与黄酒产业融合理论,结合绍兴黄酒文化自身的特点和黄酒产业的发展,认为渗透型、重组型、延伸型融合模式均适用于绍兴黄酒文化旅游的开发,通过文脉延续、文化演绎、品牌塑造等方式,打造绍兴黄酒体验精品游线,引导黄酒文化体验性消费,并从环境优化、非遗传承、管理协作、宣传推介四个方面阐述了黄酒文化旅游开发的保障机制。
[Abstract]:Culture, as the soul of tourism, is the continuous driving force of tourism development, so it is the trend of the times to pay attention to the excavation of culture and the development of tourism. Shaoxing has a thick rice wine culture accumulation and strong rice wine industry strength, yellow rice wine as the only economic card of Shaoxing, has a high economic value. Driven by the transformation and upgrading of Shaoxing rice wine industry and the development of cultural tourism, this paper attempts to combine the rice wine industry with cultural tourism, and from the angle of industrial integration, discusses the mechanism, motive mechanism and mode of the integration of the two. And the cultural tourism development of Shaoxing rice wine was studied. On the basis of combing the relevant literature and materials at home and abroad, first of all, the experience economy theory, RMP theory and industry chain theory are taken as the theoretical support of this paper, and the foundation and mechanism of the integration of cultural tourism and rice wine industry are explored. Dynamic mechanism and integration model; Secondly, through the systematic induction of Shaoxing rice wine culture system, using the analytic hierarchy process (AHP) and expert investigation method, the evaluation model of rice wine cultural tourism resources was constructed, and the Shaoxing rice wine culture tourism resources were evaluated. Finally, taking Shaoxing rice wine as an example, the paper analyzes the present situation of Shaoxing rice wine industry and Shaoxing tourism development through on-the-spot investigation and market survey. A case study on the cultural tourism development of Shaoxing rice wine was carried out to explore the application of the combination model of rice wine industry and cultural tourism in practice. The main viewpoints and conclusions of this paper are as follows: (1) in the process of integration of cultural tourism and rice wine industry, both of them have strong industrial relevance and can meet the needs of consumers' leisure and entertainment, which is the basis of the integration of the two; The promotion of market demand of rice wine industry, the pursuit of economic benefits, the three internal driving forces of industrial transformation and upgrading, the individualized and experiential tourism demand in the process of development of cultural tourism, the support of government, the competition of enterprises and the three external pull forces, Forming the dynamic mechanism of cultural tourism and rice wine industry integration and development; According to the value characteristics of rice wine industry chain and the mode of operation of cultural tourism, it is considered that the fusion mode of cultural tourism and rice wine industry can be divided into three types: permeation model, recombination model and extended integration mode. (2) combined with the characteristics of cultural tourism resources of rice wine, The evaluation system of rice wine culture tourism resources is divided into three aspects: yellow rice wine culture resources, market development conditions and environment development conditions. According to these three aspects, the cultural elements, the function value, the existence condition of related resources, the location condition, the passenger source condition, the natural environment, the economic environment and the social environment project evaluation layer are determined, and the target layer and the comprehensive evaluation layer are constructed. The evaluation system of yellow rice wine cultural tourism resources composed of project evaluation layer and factor evaluation layer. (3) according to the theory of cultural tourism and rice wine industry fusion, combined with the characteristics of Shaoxing rice wine culture and the development of rice wine industry, the permeable type was considered. The combination model of recombination type and extension type is suitable for the development of Shaoxing rice wine cultural tourism. Through the methods of cultural continuity, cultural deduction and brand shaping, Shaoxing yellow rice wine experience tour line is created to guide the rice wine culture experience consumption. The guarantee mechanism of yellow rice wine cultural tourism development was expounded from four aspects: environment optimization, non-inheritance, management cooperation, propaganda and promotion.
【学位授予单位】：浙江师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F592.7;TS971
[Abstract]:Culture, as the soul of tourism, is the continuous driving force of tourism development, so it is the trend of the times to pay attention to the excavation of culture and the development of tourism. Shaoxing has a thick rice wine culture accumulation and strong rice wine industry strength, yellow rice wine as the only economic card of Shaoxing, has a high economic value. Driven by the transformation and upgrading of Shaoxing rice wine industry and the development of cultural tourism, this paper attempts to combine the rice wine industry with cultural tourism, and from the angle of industrial integration, discusses the mechanism, motive mechanism and mode of the integration of the two. And the cultural tourism development of Shaoxing rice wine was studied. On the basis of combing the relevant literature and materials at home and abroad, first of all, the experience economy theory, RMP theory and industry chain theory are taken as the theoretical support of this paper, and the foundation and mechanism of the integration of cultural tourism and rice wine industry are explored. Dynamic mechanism and integration model; Secondly, through the systematic induction of Shaoxing rice wine culture system, using the analytic hierarchy process (AHP) and expert investigation method, the evaluation model of rice wine cultural tourism resources was constructed, and the Shaoxing rice wine culture tourism resources were evaluated. Finally, taking Shaoxing rice wine as an example, the paper analyzes the present situation of Shaoxing rice wine industry and Shaoxing tourism development through on-the-spot investigation and market survey. A case study on the cultural tourism development of Shaoxing rice wine was carried out to explore the application of the combination model of rice wine industry and cultural tourism in practice. The main viewpoints and conclusions of this paper are as follows: (1) in the process of integration of cultural tourism and rice wine industry, both of them have strong industrial relevance and can meet the needs of consumers' leisure and entertainment, which is the basis of the integration of the two; The promotion of market demand of rice wine industry, the pursuit of economic benefits, the three internal driving forces of industrial transformation and upgrading, the individualized and experiential tourism demand in the process of development of cultural tourism, the support of government, the competition of enterprises and the three external pull forces, Forming the dynamic mechanism of cultural tourism and rice wine industry integration and development; According to the value characteristics of rice wine industry chain and the mode of operation of cultural tourism, it is considered that the fusion mode of cultural tourism and rice wine industry can be divided into three types: permeation model, recombination model and extended integration mode. (2) combined with the characteristics of cultural tourism resources of rice wine, The evaluation system of rice wine culture tourism resources is divided into three aspects: yellow rice wine culture resources, market development conditions and environment development conditions. According to these three aspects, the cultural elements, the function value, the existence condition of related resources, the location condition, the passenger source condition, the natural environment, the economic environment and the social environment project evaluation layer are determined, and the target layer and the comprehensive evaluation layer are constructed. The evaluation system of yellow rice wine cultural tourism resources composed of project evaluation layer and factor evaluation layer. (3) according to the theory of cultural tourism and rice wine industry fusion, combined with the characteristics of Shaoxing rice wine culture and the development of rice wine industry, the permeable type was considered. The combination model of recombination type and extension type is suitable for the development of Shaoxing rice wine cultural tourism. Through the methods of cultural continuity, cultural deduction and brand shaping, Shaoxing yellow rice wine experience tour line is created to guide the rice wine culture experience consumption. The guarantee mechanism of yellow rice wine cultural tourism development was expounded from four aspects: environment optimization, non-inheritance, management cooperation, propaganda and promotion.
【学位授予单位】：浙江师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F592.7;TS971
【参考文献】
相关期刊论文 前7条
1 周永广;徐林强;徐U，
本文编号：2410075
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