摘要:当代的旅游活动呈现出一种高层次的消费形态，旅游文化是当今旅游业发展的灵魂。“旅游文化与旅游活动的关系，就是旅游理论与旅游实践的关系：旅游实践到达相当的规模以后，又反过来促进与指导旅游理论的层次提高。”徐州自古为历史名城，宋代经济文化都有了更为显著的辉煌成绩，在新的历史环境中，宋代文人在徐州遗留了独特的历史文化和遗迹。结合现代旅游营销策略和其他城市成功经验，最大化利用宋代文人遗迹，制定出具有可行性的旅游产业建设方案，有利于弘扬徐州宋代文化。充分挖掘宋代徐州文人文化活动，考察文人遗迹，形成徐州旅游精品项目，打造徐州宋文化旅游品牌，对徐州旅游文化产业建设具有现代人文价值和产业价值。

关键词 徐州；宋代文人；旅游产业；开发建设

Abstract:Contemporary tourism activities show a high level of consumption,and tourism culture is the soul of the development of tourism industry today.The relationship between Tourism culture and tourism activities is the relationship of tourism theory and practice：when the practice of tourism come to a considerable scale , in turn, improve and guide the practice of tourism . Since ancient times, xuzhou is a historic city , and the song dynasty economy and culture has a more remarkable brilliant achievements, in the new historical environment, the song dynasty literati in xuzhou left the unique historical and cultural legacy. Combined with the modern tourism marketing strategy and the successful experiences of other cities , maximizing the use of Song Dynasty relics, draw up a feasible tourism industry construction scheme ,which is conducive to the promotion of XuZhou culture in Song dynasty . Fully excavating the song dynasty literati Culture and activities, Studying literati remains, to form the high-quality XuZhou tourism project and build XuZhou Song dynasty culture tourism brand , have modern humanistic value and industrial value to construction of XuZhou tourism culture industry.

Keywords  XuZhou  The song dynasty literati  Tourist industry  Development and construction

　　　目前学术界集中在对宋代徐州文人本身研究，例如有关苏东坡在徐州的论文，就有方健《苏轼在徐州》，萧立岩《苏轼徐州交游考略》，但是以宋代文人为媒介对文人遗迹发展进行分析论述的却很少，更深层次的讨论宋代文人对徐州旅游文化建设的贡献甚至尚未见例。“明清看北京，秦唐看西安，两汉看徐州”，因徐州汉文化的辉煌，造成忽略其他朝代文人文化对徐州旅游及历史贡献的事实。把宋代文人文化与现代旅游事业结合起来，进行文化产业化方面的应用研究，不仅弘扬了宋代徐州文化，更会对徐州旅游业发展产生较大的经济效益。本文尝试着理清徐州主要宋代文人文化活动及遗迹，论述宋代文人与徐州旅游文化产业建设关系，提出发展徐州宋代旅游文化的具体建议，以推动徐州文化旅游产业开发。