我国宗教资源丰富,文化内涵丰厚,但这些旅游资源尚未转化为良好的旅游产品,没有收到应有的社会效益和经济效益。文章以浙江为例,在深入分析宗教旅游资源及其开发现状的基础上,探讨了浙江宗教旅游的市场定位和产品体系构建,并提出了转变观念,科学开发宗教旅游产品、突出宗教旅游产品的品牌特色、拓展宗教旅游产品的市场空间等开发建议。 China has rich religious resources and rich cultural connotations. However, these tourism resources have not yet been transformed into good tourist products and have not received due social and economic benefits. Taking Zhejiang as an example, this paper discusses the market orientation and product system of religious tourism in Zhejiang based on the deep analysis of religious tourism resources and the current situation of its development. It also proposes that the concept of religious tourism should be changed, the religious tourism products should be scientifically developed, the religious tourism products should be highlighted Brand characteristics, expand religious tourism product market space and other development proposals.