中文摘要：

旅游产业融合是旅游综合性特征的本质要求。瓯江文化融入丽水生态旅游产业发展能促进丽水文化产业发展和旅游产业转型升级。但目前瓯江文化与丽水生态旅游产业融合发展存在文化挖掘不深、开发层次低和市场运作程度不高等问题。在对瓯江文化与丽水生态旅游产业融合发展现状分析的基础上,提出了挖掘文化内涵、促进旅游产业转型升级,提高节庆活动市场运作程度、增强对经济的关联带动性,加强旅游人才队伍建设、提高旅游产品和服务质量等措施,以及＂瓯江文化＂生态旅游产品开发的地域集中式、专题线路式和主题附会式开发模式。

英文摘要：

Industrial convergence is an intrinsic requirement of synthesis as a feature of tourism industry. The convergence of Oujiang River culture and ecotourism industry in Lishui could facilitate the development of local cultural industry and promote the transformation and upgrading of local tourism industry. However, there exist problems in the convergence of the two： the lack of profound discovery, the low level of development and the low market operability of culture. Based on the analysis, this paper proposed a set of measures like discovering culture contents, promoting the transformation and upgrading of the tourism industry, improving the operability of festival market, enhancing the ability to drive economic development, strengthening tourism talent training and improving tourism products and services quality. It also proposed the modes such as regional centralization, routes of special contents and subject lines for the development of tourism products of OujiangRiver culture.