摘要：文化旅游属于新型的旅游形式，是近年来逐渐兴起的，因其独具的文化底蕴和特有的文化氛围而受到广大游客的青睐。梅州素有“世界客都”之美誉，客家文化底蕴深厚，资源特色显著。本文在阐述文化旅游产品概念的基础上，根据梅州主要的旅游资源和特点，针对梅州文化旅游产品的开发现状，从文化、资源、区位市场、政策等方面分析了梅州文化旅游产品开发的优势，结合梅州文化旅游产品开发中存在开发缺少特色，客家文化内涵挖掘不够；产品结构单一，缺乏名牌产品；产品竞争力不强，产品重复开发等问题，进而探讨梅州文化旅游产品开发的对策。

关键词：文化旅游产品，开发，对策，梅州

Abstract：Cultural tourism is a new tourism form, which rises in recent years because of its unique culture and unique cultural atmosphere , and receives a good reputation. Meizhou is well-known as "the world of the Hakka". The Hakka cultural has a special characteristic and profound recourses. 

　　　This paper not only expounds the concept of the cultural tourism product development, according to the tourism products in the present ,but also analysis on the conditions in cultural tourism product development's own advantage from culture, resources, environment, policy, combined with cultural tourism products which existes in the development of development characteristic. The Hakka culture connotation is not enough . The issues such as single structure of the products, lack of famous brand products and product competitive ability, repeat production, then discuss the development of cultural tourism products which countermeasure and trend of development. 

Key Words: Cultural tourism product, Development, countermeasures, Meizhou

　　　　梅州可以通过整合以山水、温泉、农业资源为首的自然生态旅游资源，打造以资源为导向的观光文化旅游产品、以市场为导向的生态文化休闲度假产品以及以产品品牌为导向的客家主题文化旅游产品，尤其可以开发更多的休闲养生文化旅游产品。因为随着旅游者保健、养生观念的形成，越来越多的游客对于度假、疗养、保健类的景区感兴趣，梅州应该抓住这个机遇。同时可以进一步分析每类文化旅游产品的开发理念、开发背景、开发思路和促销策略。