摘要
我国历史悠久、文化灿烂,传统的文化精粹之一和合文化更是从古至今展示着其无穷的魅力。和合思想隐含着人与自然的和合、人与社会的和合、人内心世界的和合,对于人类构筑和谐社会有深刻的指导意义。浙江天台山山水神秀、文化荟萃,孕育了其独有的和合文化,发展了中华和合文化体系,并且在天台山留存有独特而又宝贵的文化遗迹和现实生活风貌,集中展示了和合文化的魅力。本文通过选取天台山和合文化旅游开发为研究样本,尝试从理论和实践相结合的角度对和合文化与旅游开发的关系进行探讨,阐释和合文化的旅游开发意义,运用善因营销理念开发和合文化产品,探讨和合文化旅游产品的市场推广策略,以期为天台山的旅游可持续发展提供借鉴,同时推动文化遗产保护和旅游开发互动问题的研究进程。
论文共分为四章。第一章为绪论,系统地概括本文研究背景与研究方法的同时,对国内外相关学术研究状况进行梳理,以求为全文提供理论上和研究思路上的铺垫。第二章为天台山和合文化发展源流及特色,对天台山文化脉络进行梳理,对其和合特色进行分析,论证和合文化的核心地位。第三章为天台山和合文化的旅游开发意义,认为和合文化的推广是旅游市场对天台山文化内涵提升的客观要求;天台山具备鲜明的和合文化基础;通过对和合文化的整合有利于提升天台山旅游品牌的核心形象。第四章为天台山和合文化旅游开发的思路探讨,首先设计了天台山旅游的主题意象,继而运用善因营销理论开发天台山和合文化产品,提出和合文化旅游产品的市场推广策略,最后对完善支持体系提出建议,保障和合文化旅游的可持续发展。
China has a long history and very brilliant culture, among which, harmonious and introjecting culture, as the essence of Chinese traditional culture, has brought forth endless fascination throughout history. Harmonious and introjecting culture converys the concord of man and nature, man and society as well as the inner world of human beings, which exerts a far-reaching positive influence on buliding harmonious society at present. Tiantan Mountain of Zhejiang has beautiful landscape with mountain and water and assembles rich culture, all of these breed its special culture-the system of harmonious and introjecting culture, which can be easily got from the cultural relics remained and be sensed from the real life there. Taking harmonious and introjecting culture of Tiantai Mountain as a study sample, the author tries to explore the relationship between the culture and tourism development by integrating theory with practice, and eliterates the significance that harmonious and introjecting culture is studied to the tourism. Guided by the concept of cause-related marketing, cultural tourist products are developed and marketing strategy of promoting tourist products are proposed in the paper. It's expected that the study can be helpful to the sustainable development of tourism in Tiantan Mountain, and the research process of the interaction between cultural relics protection and tourism development.
This paper consists of four chapters. Chapter One is literature review, a brief introduction of study background, method and some related studies both at home and abroad, paving a way for the research. In Chapter Two, following the origin and features of harmonious and introjecting culture in Tiantai Mountain, the history line of culture in Tiantai Mountain is combed out and the features of harmonious and introjecting culture are analysed, defining the culture as the core. Chapter Three is about the significance of tourism development of harmonious and introjecting culture, holding that promoting the culture is the objective requirement for tourism market development to upgrade cultural connotion of Tiantai Mountain. Harmonious and introjecting culture can be easily traced in Tiantan Mountain, so the study of the culture will be certainly helpful for better tourism brand image of Tiantai Mountain. Chapter Four is about the strategies for tourism development of harmonious and introjecting culture, which preceeds as the following steps:first, the theme image of tourism is created; second, the cause-related marketing is used to develop cultural products and to propose some promotion strategies for the tourist products; and finally some suggestions are given in terms of supporting system to ensure the sustainable development of tourism of harmonious and introjecting culture in Tiantai Mountain.
引文
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②同上
①张立文.和合学——21世纪文化战略的构想[M]中国人民大学出版社,2006:58-59
②同上
③刘娜.和合文化与和谐文化[J].沈阳师范大学学报(社会科学版)2007(6):130
④同上
⑤同上
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④同上
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