关键词: 浙江省, 文旅融合, 旅游文化

Abstract:

The integration of culture and tourism is the inevitable requirement of meeting the tourists' cultural needs in the new era, and the excavation of tourism culture is the basis of the integration of culture and tourism. Zhejiang Province, in light of local reality, vigorously excavates local tourism culture, pays attention to the extraction and shaping of cultural elements in the tourism image of the whole province, pays attention to the excavation of local traditional culture and regional characteristic culture and creates corresponding cultural products, at the same time, innovates and creates new tourism formats with strong cultural characteristics. The excavation of tourism culture and the full integration of culture and tourism have expanded the new space for the development of culture and tourism.

Key words: Zhejiang Province, Integration of culture and tourism, tourism culture