民俗作为一个国家或一个民族的传统文化的载体，是被用来作为一个旅游资源深度开发。民俗旅游已成为现代旅游的主要趋势之一。民俗旅游和自然景观，历史文化旅游已经成为旅游业的三大支柱在中国。民俗文化资源旅游有其独特的特点和魅力,吸引了越来越多的游客的关注和青睐，已经成为我国旅游业新的增长点和青睐。但是在发展的过程中，仍存在许多问题，如文化生态破坏，民俗文化舞台化，世俗化严重，产品开发缺乏创意，急功近利，严重影响和制约我国民俗旅游业的进一步发展。为适应市场发展的要求，寻求更大的发展空间，民俗旅游业必须走产业化道路。
主要是以张家界土家族地区，土家族人口占全市人口60%以上，土家族民俗文化资源。在本文中，根据民俗旅游资源和市场营销相关理论对张家界土家族民俗旅游资源开发条件，对存在的问题和其他问题进行了研究，并对未来的土家族民俗文化旅游资源的可持续发展提出了相关的建议。
关键词：张家界；土家族民俗文化资源；旅游
Folklore as a country or a nation’s traditional culture carrier is being used as a deep development of tourism resources. Folk tourism has become one of the main trend of modern tourism. Folklore tourism and natural scenery, historic culture tourism become the three pillars of tourism in china. Folk custom tourism with its unique characteristics and charm attracted more and more tourists to the attention and favor, has become our country tourism new growth points and highlights. But in the course of development, there are still many problems, such as cultural ecological destruction, folk culture stage, vulgarization of serious, lack of creativity in product development, eager for quick, seriously affect and restrict our country folk custom tourism further development. To meet the requirements of market development, seek greater development space, folk custom tourism must take the road of industrialization.
Zhangjiajie is the main area of the Tujia nationality, Tujia population occupies the60% above of whole town total population, Tujia folk cultural resources. In this paper, based on the folklore tourist resources and the market marketing theory related to the Zhangjiajie Tujia folk custom tourism resources development conditions, problems and other issues were studied, and the future of Tujia folk culture tourism resources sustainable development put forward the related proposal.
Key words: Zhangjiajie; Tujia folk culture tourism resources;
目 录
Abstract…………………………………………………. II
一、张家界土家族民俗文化资源的旅游开发现状……………………. 5
4.当地旅游开发已步入较成熟的阶段………………………….. 6
5.当地土家族民俗文化资源的旅游开发已形成一定规模……………. 7
二、土家族文化旅游资源开发中所存在的问题……………………… 8
5.土家饮食缺乏地方特色,经营分散…………………………… 9
6.土特产文化附加值低,定价偏高…………………………….. 9
三、提升张家界土家族民俗风情旅游开发水平的主要途径……………. 10
1.加强对土家族民俗风情文化的保护…………………………. 10
2.加大对外宣传力度，积极拓展市场…………………………. 11
3.发展土家族民俗风情旅游电子商务、加强网络建设…………….. 11
4.构建多样化土家族民俗风情旅游产品体系……………………. 11
5.土家族民俗风情旅游商品开发…………………………….. 12
