CAJ | 학술논문

宗教旅游是一种利用旅游者参观宗教场所和宗教活动的机会，将旅游者的参与转变成为一种宗教体验或朝拜行为的一种旅游形式。宗教旅游地区体验式活动的开发将直接影响着旅游者的旅游效果，通过对南岳衡山宗教旅游产品营销现状分析试探性提出旨在开发和改善其宗教旅游产品体验式营销策略。
종교여유시일충이용여유자삼관종교장소화종교활동적궤회，장여유자적삼여전변성위일충종교체험혹조배행위적일충여유형식。종교여유지구체험식활동적개발장직접영향착여유자적여유효과，통과대남악형산종교여유산품영소현상분석시탐성제출지재개발화개선기종교여유산품체험식영소책략。
The religious tourism is a form of tourism ,which takes use of the opportunity of the tourists’visiting religious places and tries to transform the simple visiting into a religious experience or worship behavior. The development of experiential activities of religious tourism area will have a direct impact on the tourism effect. The tentative analyzing the present marketing situation of Hengshan Mountain religion tourism product aims to develop and improve the experiential marketing strategy of the religious tourism products.