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当今时代社会生产力飞速发展,随着人们生活水平的不断提高,旅游产业飞速发展,旅游产品的消费市场越来越扩大,人们对于旅游产品的消费要求也逐渐细化,不仅仅局限于旅游产品的价格,而对于产品在创新性、文化性、消费体验等方面要求越来越高,旅游市场的消费者在产品消费的动机方面逐渐由实用型转向多层次,多元化的消费需求。这就要求旅游产品在营销设计方面需要更为注意产品的各种消费因素的开发及运用,本文从文化创意角度对于旅游产品的开发进行了深入研究,并从理论角度对于旅游产品的文化创意产品开发提出了思考,希望能通过本文的探索为我国旅游产品开发的理论研究做出推动。
With the rapid development of people’s living standards and the rapid development of the tourism industry, the consumer market for tourism products has been expanding. People’s consumption requirements for tourism products have also been gradually refined, not only for tourism products Price, but for products in the innovative, cultural, consumer experience and other aspects of increasingly demanding, the tourist market consumers in the motivation for product consumption gradually shift from practical to multi-level, diversified consumer demand. This requires that tourism products need to pay more attention to the development and application of various consumption factors in the marketing design. This article makes an in-depth study on the development of tourism products from the perspective of cultural creativity and from the theoretical point of view, Development, put forward thinking, hoping to explore this article for the development of China’s tourism product theory to make a push.