摘要
文化与旅游深度融合发展已成为城市旅游品牌建设的重要推动力。从文旅融合视角出发,城市旅游品牌建设需要整合文化资源与旅游要素,打造独具特色的城市品牌形象。通过分析城市文化资源与旅游产业的互动关系,探讨文旅融合背景下城市旅游品牌建设的运作机制,构建文旅融合导向的城市旅游品牌管理体系。在此基础上,提出构建城市文化IP、优化旅游产品供给结构、加强品牌营销创新等建议,为推进城市旅游品牌的可持续发展提供理论参考。
The deep integration of culture and tourism has become an important driving force for the construction of urban tourism brand.From the perspective of culture and tourism integration,the construction of urban tourism brand needs to integrate cultural resources and tourism elements to create a unique city brand image.By analyzing the interactive relationship between urban cultural resources and tourism industry,the operation mechanism of urban tourism brand construction under the background of culture and tourism integration is discussed,and the urban tourism brand management system oriented by cultureand tourism integration is constructed.On this basis,some suggestions are put forward on constructing urban cultural IP,optimizing the supply structure of tourism products and strengthening brand marketing innovation,so as to provide theoretical reference for promoting the sustainable development of urban tourism brands.
作者
舒婷
王燕
Shu Ting;Wang Yan(Hefei Technology College,Hefei,Anhui 230012,China;Chaohu University,Chaohu,Anhui 823824,China)
出处
《黑龙江工业学院学报(综合版)》
2025年第8期108-111,共4页
Journal of Heilongjiang University of Technology(Comprehensive Edition)
基金
安徽省教育厅人文社科项目“真人秀节目旅游广告的植入对游客行为意向影响的研究”(项目编号:SK2020A0751)。
关键词
文旅融合
城市旅游
品牌建设
品牌管理
文化资源整合
integration of culture and tourism
urban tourism
brand building
brand management
integration of cultural resources
