| 文化带传统文旅品牌的形象塑造与国际传播 |
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| 引用本文： | 王艳红,秦宗财.文化带传统文旅品牌的形象塑造与国际传播[J].安徽师范大学学报(人文社会科学版),2020(2):107-114. |
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| 作者姓名： | 王艳红 秦宗财 |
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| 作者单位： | 扬州大学马克思主义学院;扬州大学新闻与传媒学院 |
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| 基金项目： | 江苏高校哲学社会科学研究重大项目(2019SJZDA052);江苏省社科应用研究精品工程(19SYC-103);扬州市人文社科重点项目(2019014)。 |
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| 摘 要： | 文化带的建设模式为我国整合资源、协同推动区域文化建设提供了重要途径和有力抓手。场域内的优秀传统文化是文化带建设的核心无形资产,创造性转化创新性发展是文化带优秀传统文旅在新时代下实现资产增值、增强溢价能力的必然选择。同时,从游客视角来看,扩大品牌形象的认知、增强品牌形象吸引力和影响力,促进其在全球文化交流互鉴背景下国际化传播,是文化带传统文旅发展的必然趋势。从客观品牌形象塑造的视角来看,文化带传统优秀文旅品牌重塑的基本要求,一要科学凝练文化元素,唤醒传统文化之魅,又赋予其现代化之魂;二要形塑受众易感知的文化品牌形象符号,将艺术审美价值与品牌市场战略深度结合;三要重视品牌生命周期,其品牌理念应与时俱进,同时要有精准的受众定位。从受众主观感知视角来看,文化带传统文旅品牌需加强国际传播,其立足点是挖掘文化内涵,促进传统文旅品牌的价值传播,其突破点在于保持主体自觉性,利用好亲缘文化圈,提升国际传播能力。
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| 关 键 词： | 文化带 传统文旅品牌 形象重塑 国际传播 |
Image-Building and International Communication of Traditional Cultural Travel Brands in Cultural Belt |
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| WANG Yan-hong,QIN Zong-cai.Image-Building and International Communication of Traditional Cultural Travel Brands in Cultural Belt[J].Journal of Anhui Normal University(Humanities and Social Sciences),2020(2):107-114. |
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| Authors: | WANG Yan-hong QIN Zong-cai |
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| Institution: | (School of Marxism,Yangzhou University,Yangzhou Jiangsu 225009,China;School of Journalism and Communication,Yangzhou University,Yangzhou Jiangsu 225009,China) |
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| Abstract: | The construction mode of cultural belt provides an important way and a strong grasp for promoting regional cultural construction in China. The traditional excellent culture in the field is the core intangible assets of the construction of cultural belt. Creative transformation and innovative development is the inevitable choice for the excellent traditional cultural tourism of cultural belt to realize asset appreciation and enhance the premium ability in the new era. At the same time,from the perspective of tourists,it is an inevitable trend of the development of traditional cultural tourism in cultural belt to expand brand image awareness,enhance brand image attraction and influence,and promote its international communication in the context of global cultural exchanges and mutual learning. From the perspective of objective brand image shaping,the basic requirements for the brand remodeling of the excellent traditional cultural tourism in cultural belt.First,it is important to condense cultural elements scientifically,to awaken the charm of traditional culture and to endow it with the soul of modernization. Second,we should combine the aesthetic value of art with the strategy of brand market to form the cultural brand image symbols that are easy to be perceived by the audience. Third,we should attach importance to brand life cycle,keep pace with the times,and have a precise audience positioning. From the perspective of audience’s subjective perception,the traditional cultural tourism of cultural belt needs to strengthen international communication.Its foothold is to excavate cultural connotation and promote the value communication of the traditional cultural tourism brand. Its breakthrough lies in maintaining subjective consciousness,making good use of the cultural circle of relatives,and improving international communication ability. |
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| Keywords: | cultural belt traditional cultural travel brand image rebuilding international communication |
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