作　　者： ; ;

机构地区： 华南农业大学人文与法学学院

出　　处： 《安徽农业科学》 2009年第9期4204-4206,4217,共4页

摘　　要： 历史名人是体现地方特色的文化遗产,是重要的文化旅游资源。近年,随着人们旅游需求向文化旅游转变及各地对文化产业日益重视,名人故里旅游得以蓬勃发展。国内相关研究虽然取得了一些成果,但理论研究基础仍较为薄弱,案例研究多为"故居"或"故里"所禁锢,没有摆脱就故居论开发的传统思路,多关注物质性旅游产品的开发,忽视非物质性资源的利用。以徐霞客故里为案例,针对其"大品牌小市场"的问题,提出了徐霞客故里应利用"游圣"品牌,采用虚实结合的手法,以品牌运作带动霞客故里综合开发,以载体建设支撑品牌运作的互动模式。最后提出,"虚实结合、品牌运作"是名人故里的一个有效的旅游开发模式。 Historical eminent persons are important cultural tourism resources and cultural heritages that embody the regional characteristics.In recent years, with the conversion of people s tourism demand to cultural tourism and the culture industry getting more attentions,celebrity hometowns tourism has gained booming development.Although related domestic researches have obtained some achievements,but the theoretical research s basis is still relatively weak.Most of case studies are restricted by ＂former residence＂ or ＂hometown＂, and they haven＇t broken away from traditional idea about discussing tourism devel^t of the former residence. More attenfions are paid to the development of material heritage, but the utilization of non- material re- sources was neglected. Taking XU Xiake＇s hometomn as an example, aiming at the problem of ＂large brand, little product＂, it was pointed out that the bland of ＂touring saint＂ should be utilized through combining with reality and fantasy on brand operation. And the overall development would be driven for this reason. Finally, an conclusion was drawn that combining with reality and fantasy on brand operation is an effective tourism developing model of celebrity hometown.

关 键 词： 故居 故里 品牌运作 徐霞客

领　　域： [经济管理] [经济管理]