鄂尔多斯婚礼民俗旅游资源开发利用研究

摘 要
民俗旅游资源的开发利用已成为旅游业发展的新亮点，越来越受到旅游者的喜爱。鄂尔多斯婚礼习俗以其特有的仪式、流程等内容，表现出较强的观赏性、原真性和地域性等特征，旅游开发价值较高。在开发过程中，坚持以市场为导向，遵循独特性、创新性和综合性原则，通过扩大表演规模、增强游客参与性、制作特色工艺品、强化与其它资源整合开发等路径，充分利用广告宣传、公共关系、产品组合、名人营销等营销策略，扩大旅游产品的知名度。使资源优势转化为经济优势，达到合理开发利用的目的。

关键词
民俗旅游资源；鄂尔多斯婚礼；开发利用

The Research on Exploitation of Culture Tourism Resources of Ordoswedding Custom

Abstract
The expanding and using of the folk tourism resources, which has attracted more and more tourists, has become a new dynamic for developing the tourism industry. Having formed many features, such as appreciation, authenticity, region and so on, via its unique ceremony, process and other contents, the Ordoswedding is of great value in developing tourism. The tourism industry of Ordoswedding should be market-oriented and abide by the principles of uniqueness, innovativeness and comprehensiveness and should be developed through expanding the performance, encouraging the participation from tourists and making handicrafts of local characters as well as strengthening the combination with other tourism resources. The esteem of the touristic products should be increased by advertising, public relationship, mixing products and celebrity’s selling so that the resources superiority could be changed into economic advantages and the purpose of reasonably developing and using the folk tourism resources of Ordoswedding could be achieved as well.

Key words
Folk Tourism Resources; OrdosWedding; Development and using.

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