[目的]乡村旅游的发展已被纳入国家促进"三农"发展的大战略,正在得到国家政策的大力支持且发展迅速.山东历史悠久,乡村旅游资源数量多且分布广泛,具有浓厚的文化气息,近几年乡村旅游市场需求旺盛.文章以文化创意视角思考乡村旅游的开发,主要研究目的是为山东省乡村旅游优化升级提供新的思路.乡村旅游与文化创意产业融合发展,不仅有助于乡村文化资源挖掘与保护,而且为乡村旅游优化升级开辟一条新路径.[方法]运用文献分析、 实地调查等研究方法,对山东各地有代表性的乡村旅游资源以及特色文化进行分析.[结果]山东省乡村旅游开发存在重建设而对传统文化挖掘不够深入、 乡村文化旅游资源开发模式单一、 乡村旅游资源整合力度低以及乡村旅游产品缺乏创意等问题.[结论]山东乡村旅游应采用创意农业、 创意民俗文化、 乡村度假、 民宿等开发模式,其创意开发的路径主要有挖掘乡村文化资源、 乡村旅游产品的形象塑造及宣传、 区域资源的整合与合作、 完善乡村旅游产业链等.%The development of rural tourism is a national strategy to promote the development of agriculture, rural areas and farmers. Shandong has a large number of rural tourism resources and a strong cultural atmosphere. In re-cent years, the market demand of rural tourism tends to increase. From the perspective of cultural creative thinking of rural tourism development, this paper provided a new idea to optimize and upgrade the rural tourism in Shandong province. The integration of rural tourism and cultural creative industries can not only protect rural cultural re-sources, but also provide a new path for the upgrading of rural tourism. This paper adopted literature analysis, field investigation and other research methods to analyze the rural tourism resources and cultural characteristics in Shan-dong. It pointed out the existing problems of rural tourism development, such as heavy construction and lack of tra-ditional culture, a single development model of rural culture tourism resources, low intensity of rural tourism re-sources integration, lack of creativity in rural tourism products and other issues. Finally, it put forward the develop-ment modes such as creative agriculture, creative folk culture, rural vacation, and rural home stay, and pointed out the creative development path, such as mining village culture, image building of rural tourism product, integrating regional resources, and improving the rural tourism industry chain.
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