摘要 随着旅游业的蓬勃发展,旅游购物也已成为旅游经济中的一个新的经济增长点，旅游产品的需求也逐渐向文化旅游扩展。民俗文化旅游，已发展成为和历史文化旅游、山水风光旅游并列的我国三大特色旅游产品。湘西地区是湖南省经济基础薄弱地区，又是湖南省民族文化资源和旅游资源最丰富的地区，是近年来旅游经济发展的新亮点和强劲增长点。本文就湘西旅游文化产品的开发对策展开研究，并以“张家界土家民俗文化旅游产品市场需求调查”的调查数据分析，进一步掌握开发方向，并提出相关对策建议。关键词:湘西民俗文化旅游产品开发对策 Abstract With the booming development of tourism industry, shopping tourism economy has become a new economic growth point, the demand for tourism products has gradually expanded to cultural tourism. Folk Cultural Tourism, has developed into a one of three characteristic China's tourism product alongside historical tourism and tourist landscapes . Western Hunan region is the weak economic base in Hunan Province,however ,however,as well as has the richest national culture and tourism resources.in recent years, It became the new highlights and strong growth in tourism and economic development. In this paper, Western tourism and cultural product development strategies to conduct research and to "Zhangjiajie Tujia folk culture tourism market demand
survey" of the survey data analysis, to further understand the development direction, and puts forward policy proposals. Keywords:Xiangxi Folk culture tourism products Development Strategies 引言 近年来，国内旅游产品的趋同性在旅游市场上日渐暴露，呼应而出的特色旅游产品渐变成了民俗文化、历史文化旅游和山水风光旅游三大特色旅游产品。对于拥有独特而丰富的民俗文化的湘西而言，开发民俗文化旅游产品则是明智之选。 民俗文化旅游产品是指依托民俗文化旅游资源，为满足旅游者对民俗旅游体验的需要，而在一定少数民族地域上被生产或开发出来的以供销售的物象和劳务的总和。包括：①民俗文化核心旅游产品，它具有能满足旅游者对少数民族地区民俗文化体验需要的效用和价值；②民俗文化组合旅游产品，它是旅游相关企业围绕与民俗文化旅游产品的核心价值而做的多重价值追加。通过这种追加，民俗文化旅游产品具有几乎可以满足旅游者旅行浏览期间的所有需要，即影响核心民俗文化旅游产品的因素及环境。 1湘西民俗文化旅游产品现状及存在的问题。1.1湘西概况 历史上湘西包括的范围甚宽，现在的张家界市、湘西土家族苗族
