摘要
近年来，随着一大批特色主题小镇，主题公园等新兴旅游景区带来体验性、互动性、趣味性的冲击，部分传统观光游览型景区基于先天独特的自然或文化资源优势，在保护、开发、管理、营销方面的创新发展，则为该类型的传统旅游景区重新获得“暂时”的竞争优势提供了可借鉴的思路。本文以Barney的资源观理论为基础，从价值性、稀缺性、不完全模仿性、不完全替代性、不完全移动性五个方面研究了江西省通天岩景区所具有的异质性文化旅游资源优势。并且，本文从企业动态能力视角出发，结合景区在文化旅游资源建设方面存在的问题，认为通天岩景区应当从资源保护、资源开发、资源宣传、资源体验四个方面进行动态能力提升，以实现景区在异质性文化旅游资源基础上的转型发展，不断获取并保持竞争优势。
关键词： 资源观理论；通天岩景区；异质性文化资源；竞争优势
Abstract
In recent years, with the impact of a large number of characteristic theme towns, theme parks and other emerging scenic spots on experience, interaction and interest, some traditional sightseeing scenic spots have made innovative development in protection, development, management and marketing based on their inherent unique natural or cultural resource advantages, which provides a reference for this type of traditional scenic spots to regain their "temporary" competitive advantage. Based on Barney's resource view theory, this paper studies the heterogeneous cultural tourism resource advantages of Tongtianyan scenic spot in Jiangxi Province from five aspects: value, scarcity, incomplete imitation, incomplete substitution and incomplete mobility. In addition, from the perspective of enterprise dynamic ability, combined with the problems existing in the construction of cultural tourism resources, Tongtianyan scenic spot should improve its dynamic ability from four aspects: resource protection, resource development, resource publicity and resource experience, so as to realize the transformation and development of the scenic spot on the basis of heterogeneous cultural tourism resources and continuously obtain and maintain competitive advantages.
Key words： Resource view theory; Tongtianyan scenic area; Heterogeneous cultural resources; Competitive advantage
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