湄洲岛妈祖文化旅游创意开发研究

文化创意旅游是文化创意与现代旅游相结合的新业态，以湄洲岛妈祖文化为例，运用SWOT分析方法，分析妈祖旅游创意，结果显示：妈祖文化是极好的旅游文化创意题材，是闽台文化创意交流的对象之一，湄洲岛与周边区域具备文化创意的背景与平台，为此，当地政府要重视妈祖文化创意产品设计与开发，保护创意知识产权，积极利用当地加工艺术企业参与创意商品设计；聘请专业创意人员，筹划妈祖印象晚会，使妈祖文化在全世界发扬光大。

On Mazu Culture Tourism Creative Development in Meizhou Island

Cultural tourism originality is a new phenomenon in recent years in China.In this paper,mazu culture in Meizhou island,for example,is an excellent cultural tourism originality theme combined with SWOT analysis method.Mazu culture is one of the cultural creativity exchange objects between Fujian and Taiwan.Thanks to the cultural and creative background and platform one of Meizhou Island and the surrounding region and the local government who pay much attention to the Mazu Cultural and Creative product design and development,and protect property rights of the originality,and actively use local processing enterprises to participate in design of creative product,and hire creative professionals to plan Mazu impression party,Mazu Culture carried forward in the world.