Journal of Culture and Tourism Research

In recent years, with the impact of a large number of characteristic theme towns, theme parks and other emerging scenic spots on experience, interaction and interest, some traditional sightseeing scenic spots have made innovative development in protection, development, management and marketing based on their inherent unique natural or cultural resource advantages, which provides a reference for this type of traditional scenic spots to regain their "temporary" competitive advantage. Based on Barneys resource view theory, this paper studies the heterogeneous cultural tourism resource advantages of Tongtianyan scenic spot in Jiangxi Province from five aspects: value, scarcity, incomplete imitation, incomplete substitution and incomplete mobility. In addition, from the perspective of enterprise dynamic ability, combined with the problems existing in the construction of cultural tourism resources, Tongtianyan scenic spot should improve its dynamic ability from four aspects: resource protection, resource development, resource publicity and resource experience, so as to realize the transformation and development of the scenic spot on the basis of heterogeneous cultural tourism resources and continuously obtain and maintain competitive advantages.

Resource view theory; Tongtianyan scenic area; Heterogeneous cultural resources; Competitive advantage