毕业设计（论文）-陈寿万卷楼三国文化旅游市场开发的问题与对策.doc

PAGE PAGE 1 陈寿万卷楼三国文化旅游市场开发的问题与对策 摘要：旅游文化资源的开发是发展旅游市场，获取旅游经济效益的重要途径。近年来三国故事通过影视、戏曲、书籍等各种艺术形式广为流传。其中，《三国演义》中呈现的著名景点与典故吸引了大批游人与学者，掀起了一股三国文化旅游热潮。本文正是对被誉为“三国文化之源“的南充市陈寿万卷楼旅游资源的初步解析。通过分析万卷楼三国文化的市场需求、产品特征、区位条件及营销宣传等现状，从中总结出万卷楼开发与经营过程中存在的一系列问题。最后，结合南充市旅游市场发展走向及四川省三国旅游文化的禀赋条件，针对弊端提出相应的对策及开发新思路。 关键词：陈寿万卷楼；三国文化；旅游市场开发 The analysis of tourism market exploitation problems and countermeasures toward Chenshou Wanjuanlou’s three kingdom culture Abstract: The development of tourism culture resources is the development of tourism market,an important way to obtain the tourism economic benefits .In recent years the three Kingdoms stories are prevalent in the public through the various art forms such as films、television、drama and books .Among them rendered in famous scenic spot and allusions attracted a large number of visitors and scholars and then set off an upsurge of the three kingdoms tourism culture .This article is just the preliminary analysis of the Chenshou Wan juanlou in Nanchong that is called “the resources of the three kingdom culture”. We can conclude a series of problems existing in the development process through the analysis to understand the market demand、product characteristics and marketing publicity of the Wan juanlou .Finally, combined the tourism market develop trend in Nanchong and the conditions of three kingdom tourism culture in Sichuan province, we can put forward the corresponding countermeasures and new ideas of development . Keywords: Chenshou Wajuanlou; Three kingdom culture ; tourism market exploitation 1992年，四川省举行的第三届三国旅游协作区年会上,对“三国文化之旅”的内涵进行了深入的解析。2011年中国共产党十七届六中全会，认真总结我国文化体制改革的丰富实践和宝贵经验，研究部署深化文化体制改革、推动社会主义文化大发展大繁荣，进一步兴起社会主义文化建设新高潮。由此可见，文化旅游面临着前所未有的发展机遇。旅游文化资源的开发不仅是对旅游六大要素：吃、住、行、游、购、娱的物质盈利,同时还是对中国优秀传统文化的精神弘扬。总之，旅游文化资源是旅游市场举足轻重的构成要素。万卷楼陈列内容十分丰富，兼艺术性、学术性、历史性和游览性为一体。对陈寿万卷楼三国文化旅游市场的研究不仅可以总结出南充市三国旅游文化的内外发展利弊，还可以由浅入深，进一步将经验扩展到四川省乃至全国的三国文化旅游资源开发，对研究和弘扬三国文化，促进三国文化与世界民族文化的交流，具有积极的推动作用，从而可以获得更高的旅游价值与旅游利润，实现利益与价值双丰收。