旅游软实力初论

旅游软实力是一种文化软实力，指旅游目的地在主客双方的文化对比、形象营销和旅游产品竞争中形成的，使旅游者认同和服膺旅游目的地文化，修正其文化偏好的能力。中国古代有过很好的旅游软实力。西方现有反客为主的单向度旅游文化空间建构模式违反了旅游软实力以主为主，以目的地真实的日常生活为理想景观的文化结构模式，是主客冲突的根源之一。彰显文化主体性是构建我国现代旅游软实力的核心工作。当前应从重建旅游实践美学、重组旅游产业结构、再造旅游管理理论等方面入手强化我国旅游软实力。

On Soft Power of Tourism

The soft power of tourism is to make tourists think what you think, and amend their ability of cultural preferences. The ancient China used to have a very good soft power of tourism. The western existing customer-oriented and one-dimensional tourist cultural space constructing model is in violation of the cultural constructing mode of tourist soft power centered and making the real daily life of destination as the ideal landscape, which is the root of a series of subjective and objective conflicts. It is the core work to build our modern soft power of tourism by revealing the theme of our culture. Currently we should strengthen the soft power of tourism from tourism aesthetics, restructuring tourism industrial, rebuilding the theory of tourism management.