摘要:随着国家文旅融合政策的进一步实施，文旅产业也逐步成为推动我国经济的重要动力。由于文化的独特性和多样性，旅游的商业性和流量性等特征，两者的融合将势必产生更多的机遇和挑战。市场的需求、区域的价值、产品策划的创意及定位、营销方案、项目实施的过程，每一个环节都决定了一个文旅产品的成功与失败。GIS与BIM技术可充分利用数据集成及传递的方式，打破不同领域之间的壁垒，针对不同文旅产品进行市场定位和成本管控。因此，在互联网时代，通过信息化手段，科学地探索分析产品定位、各参与方信息共享及设计协同方式和运营维护方案，都将成为文旅项目今后发展的重中之重。

Abstract: With the further implementation of the integration policy of cultural and tourism in China, the cultural & tourism industry has gradually become a key impetus to promote China′s economy. Due to the diversity and uniqueness characteristcs of culture, as well as the commerciality and flow characteristcs of tourism, the integration of the two is bound to generate more opportunities and challenges. Every links, including the demand of the market, the value of the region, the creativity and positioning of the product planning, the marketing plan, and the process of project implementation, determine the success of a cultural & tourism product. Through the application of GIS and BIM, the way of data integration and transmission are able to be fully made use of to break the barriers between different fields, and to carry out market positioning and cost control for different cultural and tourism products. Therefore, in the Internet era, the most important development of the cultural tourism project in the future will be the scientific exploration and analysis of product positioning, as well as the information sharing of all participants for better design collaboration and operation and maintenance scheme through applications of information technology.