唐有元

摘  要：在各地区文化旅游一体化不断发展的情况下，我国多个文化旅游产业基地已经逐步形成，从而为国内文化旅游产业的进一步发展提供了动力。文化和旅游业之间联系紧密，文化为旅游业的发展提供了内涵，旅游业则为文化提供了发展及传播的载体与平台。通过文化与旅游业的融合为二者的发展提供了新的思路。当前文化旅游产业的发展受到国家的高度关注和重视，学术界以及社会也对该问题尤为关注。鉴于此，该文将结合创意战略理论，分析地方文旅产业融合路径，并以云浮为例，从品牌、产销以及产融3个方面分别论述其特色文化与旅游产业的融合路径。

关键词：地市特色文化  旅游产业  融合发展  路径

中图分类号：F592.7          文献标识码：A            文章编号：1672-3791（2021）02（a）-0090-03

The Integration Development Path of Local Characteristic Culture and Tourism Industry

TANG Youyuan

（Guangdong Southern Cultural Property Exchange Co.， Ltd.， Guangzhou， Guangdong Province， 510030 China）

Abstract： With the continuous development of cultural tourism integration in various regions， many cultural tourism industry bases have been gradually formed in China， which has provided impetus for the further development of domestic cultural tourism industry. There is a close relationship between culture and tourism. Culture provides the connotation for the development of tourism， while tourism provides the carrier and platform for the development and dissemination of culture. The integration of culture and tourism provides new ideas for the development of the two. At present， the development of cultural tourism industry is highly concerned and valued by the country， and the academia and the society also pay special attention to this issue. In view of this， this paper will combine the creative strategy theory to analyze the integration path of local culture and tourism industry， and take Yunfu as an example to discuss the integration path of its characteristic culture and tourism industry from three aspects of brand， production and marketing and industry finance.

Key Words： Local characteristic culture; Tourism industry; Integrated development; Path

1  緒论

1.1 研究背景

随着文旅融合步伐加快，文化活化的产业需求逐渐扩大，政策上大力扶持特色鲜明的文化发展，中国五千年的文化底蕴深厚，但开发有限，尚未将文化形成文化资本以及生产力。目前地方文化和旅游产业多数未进入真正融合，产业发展困境在疫情背景下尤为突出，关于地方文旅产业融合的模式和路径都有待更多探索[1]。

1.2 研究意义

解决地方文旅产业发展特色鲜明的问题，推动地方特色文旅产业产销闭环，打造可持续经营的体系，解决地方特色文旅产业资本化运作的路径，引导更多资本关注特色（文旅）产业投资，帮助地方做大标杆项目，做强特色文旅产业，引导地方文旅产业有步骤、渐进的发展，指引政府做适合当地文化的文旅发展模式[2]。……