南岳宗教旅游产品深度开发探析

南岳衡山宗教旅游资源丰富、宗教文化源远流长，但其宗教旅游还存在层次挖掘不够、时空发展不平衡、接待人员杂乱以及市场影响力不足等问题。针对这些问题，在对南岳宗教旅游产品开发现状分析的基础上，进一步剖析了南岳的特色旅游资源，寻求制约南岳宗教旅游产品开发的瓶颈，并从挖掘文化内涵、整合资源、缓解供需矛盾、提高接待水平、重视市场定位等方面提出其深度开发策略，力求提升南岳衡山宗教旅游的品牌形象，促进衡山旅游业的进一步发展。

Depth Development of Religious Tourism Products in Hengshan Mountain

Hengshan Mountain has unique religious and long standing ancient religious culture, but most of its tourism products are in low level, imbalance development of space time, low quality of service personal and insufficient of market impact. Based on the analysis on the current situation of the religious tourism products of Hengshan Mountain, this article analyses its characteristics of tourism resources and seeks the bottleneck of the religious tourism products＇ development in Hengshan. At the same time, this article proposes some strategies of depth development from the cultural connotation of the excavation, integration of resources, alleviating the contradiction between supply and demand, improving the reception level and paying attention to market positioning, striving to promote Heng Mountain religious tourism brand image and promote further development of the tourism industry in Hengshan Mountain.