CAJ | 학술논문

文化旅游日益成为旅游领域实践和理论研究的热点。基于现阶段国内外文化旅游产业大发展的背景，以徽州文化旅游资源的开发和利用为出发点，结合旅游学与文化学相关理论知识，综合运用营销学原理，对其进行市场分析并科学地制定营销策略，主要包括传统的4P营销策略和新型营销策略。期望能对徽州文化旅游市场竞争力的提高有所帮助。
문화여유일익성위여유영역실천화이론연구적열점。기우현계단국내외문화여유산업대발전적배경，이휘주문화여유자원적개발화이용위출발점，결합여유학여문화학상관이론지식，종합운용영소학원리，대기진행시장분석병과학지제정영소책략，주요포괄전통적4P영소책략화신형영소책략。기망능대휘주문화여유시장경쟁력적제고유소방조。
Cultural tourism has become a hot research field, both in practice and theory. Based on the background of big development at the present stage in cultural tourism industry at home and abroad, the paper analyzes the market and scientiifcally formulates marketing strategy, which mainly includes the traditional 4p marketing strategy and new marketing strategies, by starting with the development and utilization of cultural tourism resources in Huizhou, and then combining tourism and culture related theoretical knowledge and ifnally using the marketing theory synthetically. The aim is to help improve the cultural tourism market competitiveness of Huizhou.