如果说文化体验是旅游活动的内核,那么“人文旅游”就是游客对特定人类文化的审美与体验,是游客对特定人文精神的诉求。无论是从资源的先天禀赋分析、游客的感知情况调查,还是从区位的差异化经营角度考虑,人文旅游都是绍兴旅游业发展的优势和亮点,由此,该文提出了“人文旅游看绍兴”的设想,并对其人文旅游目的地的形象进行了设计,同时提出了品牌经营的对策。 If cultural experience is the core of tourism activities, then “humanistic tourism” is the tourist’s appreciation of the specific human culture and experience, and is the tourist’s desire for a particular humanistic spirit. Whether from the analysis of innate endowment of resources, the investigation of tourists’ perception or the differentiation of location, humane tourism is the advantage and highlight of tourism development in Shaoxing. Therefore, Shaoxing ", and designed the image of its cultural tourism destination, meanwhile put forward the countermeasures of brand management.