基于消费视角的文化旅游经营分析——以武汉东湖为例

作为商业化的旅游形式，消费性是文化旅游的本质特征之一。依据消费者的文化动机和消费对象的文化内涵两个指标，文化旅游分为大众文化旅游和深度文化旅游两种类型。本文基于现代市场经济环境下文化旅游经营的分析框架，以武汉东湖为例探讨了旅游地经营文化旅游的思路：以大众文化旅游为方向．以文脉为经营基础，选择从微观到宏观的经营道路。同时，从完形心理学组织律中提炼出对此类旅游地经营文化旅游的策略性启示。

Analysis on Cultural Tourism Operation from the View of Consuming Feature --A Case Study of Wuhan East-lake

As one of commercial tourism forms, cultural tourism has consuming feature. According to the two parameters, consumer＇s cultural motivation and consumption＇s cultural connotation, cultural tourism can be categorized as mass cultural tourism and deep cultural tourism. This paper proposes the frame structure on cultural tourism operation under the condition of modem market economy, and discusses the business thoughts on cultural tourism operation of the east-lake and other similar destination with natural and cultural resources in which the latter one has no outstanding advantages. That is taking the direction of mass cultural tourism and advancing it from the macro to the micro on the base of cultural context. Meanwhile, two tactics are concluded from the laws of organization of Gestalt psychology.