论旅游区的文脉

文脉是旅游区的文化主题和文化精神，是旅游区实体形象的文化补充，是旅游形象的内在文化精神。赋予旅游区独特鲜明的文化主题和文化精神，形成内在的文化脉络，不仅能提升旅游产品的品位，而且能以差别性的文化特征与其他旅游区识别，从而能在日益涌现的旅游产品中脱颖而出。文脉是旅游区的重要质量因子．根据产品质量管理原理，对文脉的规划和构造应遵循以下一些原则：文脉是游客可以理解的；文脉需要有历史继承性；文脉要体现旅游区特定的功能；文脉是符合现代美的；文脉要求旅游区的整体配合；文脉是全局的；文脉是需要改进的；文脉指导旅游区营销形象。

A Discussion on Context of Tourism Region

A common cognition has been formulated that the cultural factor should be further developed in tourism planning, which can be realized by context design. Context is the cultural theme and spirit of a tourism region, which is also an inner part of destination image, and complements the physical image of a tourism region. Through specifying the cultural theme and spirit to form the inner cultural context, this can not only promote the quality of a tourism region, but also distinguish one region from others with different cultural features in the competitive market. Context is an important quality factor of a tourism region. Some principles on context design, according to the theory of product quality management, are presented as follows: Context can be understood by visitors; Context is based on the history; Context should reflect the particular function of a tourism region; Context should accord with modern aesthetics; Context requires the tourism region to cooperated wholly; Context is a general factor; Context needs to be improved; Context is the guide for the marketing image of a tourism region.