塑造旅游文化必然要以地域文化为基础,地域文化的发掘对旅游产品开发起着至关重要的作用,旅游产品文化品牌的形成需要一个长期的过程,旅游产品要想具备长久的生命力和吸引力,就不能脱离对于地域文化的深度挖掘与分析。协调好两者之间的关系不仅有利于旅游产品文化品牌的塑造,而且对地域文化的保持和传承也有重要意义,更加是促进旅游业可持续发展的重要保证。 The shaping of tourism culture must be based on the regional culture. The excavation of the regional culture plays a crucial role in the development of tourism products. The formation of the tourism product culture brand requires a long-term process. For the tourism products to have long-term vitality and attractiveness , We can not divorce from the deep excavation and analysis of the regional culture. Coordination of the relationship between the two is not only beneficial to the shaping of the cultural brand of tourism products, but also important to the preservation and inheritance of the regional culture, and more importantly to promote the sustainable development of tourism.