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实施旅游文化竞争战略的目的是旗帜鲜明地昭示旅游的文化内涵,建设积极的有特色的区域旅游文化品牌,从“资源优势”转化为“竞争优势”。文章结合陕西省旅游实际,提出要采取树立新的旅游发展战略理念和竞争意识,注重旅游地形象文化形象导向,围绕主题进行旅游地文化营销,突出发掘旅游资源文化内涵和规范商业行为,旅游活动开发中加强旅游地方文化表现等基本措施,全面提高陕西省旅游文化吸引力。
The purpose of implementing the strategy of tourism culture competition is to manifest the cultural connotation of tourism in a clear-cut way and to build a positive and distinctive regional tourism culture brand, from “resources superiority” to “competitive advantage”. Combining with the reality of tourism in Shaanxi Province, the article proposes to establish a new strategic concept of tourism development and awareness of competition, pay attention to the cultural image orientation of tourist destination image, conduct cultural marketing of tourism destination around the theme, highlight the cultural connotation of tourism resources and standardize the business practices and tourism activities In the course of development, some basic measures such as enhancing the local cultural performance of tourism have been strengthened so as to comprehensively enhance the attractiveness of tourism and culture in Shaanxi Province.