摘要随着我国经济水平的不断提高，旅游业也随之不断发展壮大起来。旅游业的日益发展，使人们的欣赏水平也不仅仅停留在观赏层面上，而是更注重旅游地的文化内涵。悠久的历史文化是我国丰富的文化瑰宝，开元溶洞开发文化旅游的目的不仅在于使企业做大做强，而且还有利于源泉镇的村民脱贫致富，对于当地历史文化的传播与发展也有重要意义。开元溶洞文化旅游景区，不仅有奇异溶洞景观作为依托，随着景区逐渐发展成熟之后继续深入挖掘南部山区独特的资源优势，加强资源融合和产品开发观音寺、石海、晃桥、龙圣湖、娱乐场、瀑布群等景点日益丰富，让旅游业态进一步完善，竞争优势更为突出。近年来，源泉镇党委、政府依托得天独厚的地理优势大力发展猕猴桃特色产业，建成山东省最大的猕猴桃种植基地。通过打“融合牌”，开元溶洞走出了一条“文化旅游+”融合发展的致富新路子，成为淄博市文化旅游矩阵中最具潜力与活力的重点景区之一。旅游行业虽然兴起的时间还不算很长，但是在这一课题的研究上国内国外都已经取得了很多成果。我认为，对这一课题的继续研究和深入探索还是非常有必要的。本文在对文化旅游进行简要论述的基础上，利用调查法、SWOT分析法等对开元溶洞文化旅游的营销现状及其现存的问题以及对策分析进行简要分析。关键词：开元溶洞文化旅游：历史文化：自然景观IAbstractWith the continuous improvement of China's economic level,the tourism industry hasalso been growing up.With the development of tourism,the level of appreciation is not onlyon the level of appreciation,but also on the connotation of tourist destination.The longhistorical culture is a rich cultural treasure of our country.The aim of developing the culturaltourism of Yuanyong cave is not only to make the enterprises bigger and stronger,but also tohelp the villagers of Yuanyuan town get rid of poverty and become rich,it is also of greatsignificance to the dissemination and development of local history and culture.Kaiyuan Karst Cave culture tourist scenic spot,not only has the strange karst cavelandscape as the backing,as the scenic spot gradually develops after matures continues toexcavate the Southern Mountain area unique resources superiority,strengthen the integrationof resources and Product Development Gwaneumsa,Shihai,Huangqiao,Longsheng Lake,entertainment,waterfalls and other attractions increasingly rich,so that the tourism industryfurther improve,more prominent competitive advantage.In recent years,the source townParty Committee,the government relies on the unique geographical advantage to developKiwi Industry,built the largest kiwifruit planting base in Shandong Province.By playing the"integration card",Kaiyuan Karst Cave has developed a new way of "cultural tourism +and become one of the most potential and dynamic scenic spots in the Zibo Cultural TourismMatrix.Although the rise of the tourism industry is not very long,but in the subject of researchat home and abroad have made a lot of results.In my opinion,it is necessary to continue theresearch and further exploration on this subject.Based on the brief discussion of culturaltourism,this paper makes a brief analysis of the current marketing situation,existingproblems and countermeasures of Kaiyuan Karst Cave cultural tourism by means ofinvestigation and SWOT analysis.Keywords:Kaiyuan Karst Cave culture tourism;Culture of istory;Natural landscape.目录摘Abstract...............1.1开元溶洞文化背景11.2研究的目的与意义1.2.1研究目的..1.3研究方法......1.4研究内容.....第二章文化旅游的概述..2.1文化旅游的概念2.2开元溶洞文化简介2.1.1历史文化32.1.2自然文化.…4第三章开元溶洞文化旅游现状分析553.2开元溶洞文化旅游现状SW0T分析....第四章开元溶洞文化旅游营销建设现有问题分析..….84.1各文化景点间缺乏整体规划.·4.2文化产品较为单一，景点旅游设施不完善84.3景点从业人员专业化程度不够.…84.4旅游景点对外宣传不足，市场开拓乏力...4.5旅游文化主要停留在浅层次，缺乏深度开发9105.1结合地方特色文化推动整体发展....105.2旅游周边设施进一步完善，打造吃住一体105.3开展就业前培训，让介绍人员更专业...115.4拓宽整体文化营销推广渠道，加大宣传力度5.5深化地方品牌文化建设......13