文化传承视域下旅游目的地品牌塑造研究——打造“行走河南·读懂中国”旅游品牌的探索

Research on the Brand Building of Tourism Destination From the Perspective of Cultural Inheritance——The exploration of building the tourism brand of“Walking in Henan-Understanding China”

推动文化传承与文旅融合对实现旅游目的地品牌价值提升发挥重要作用。“行走河南·读懂中国”的品牌塑造给我们提供了一定的经验借鉴。为此,本文从地格理论的视角出发,运用内容分析法对“行走河南·读懂中国”品牌形象的地格因子进行归纳和梳理。在此基础上,运用旅游三力模型(RAC)筛选“行走河南·读懂中国”旅游目的地品牌基因,并建立品牌基因指标评价体系。研究发现,“中国古都”“文化遗产”“华夏文脉”和“黄河文化”四大人文环境地格因子的品牌基因评价高于4分。这表明,“行走河南·读懂中国”品牌帮助河南成功塑造了“华夏文明之源”的旅游目的地形象。为更好促进旅游目的地品牌提升,从推进文旅深度融合、丰富旅游品牌体系、提高品牌传播质效和深化“品牌IP”建设四个方面提出政策建议。

Promoting cultural inheritance and the integration of culture and tourism play an important role in promoting the brand value of tourism destinations.And the branding of“Walking in Henan-Understanding China”can provide us with certain experience in promoting brand value.Therefore,this paper uses content analysis to summarize and sort out the geographic factors of the image of“Walking in Henan-Understanding China”from the perspective of placeality theory.On this basis,the RAC model is applied to screen the brand of“Walking in Henan-Understanding China”tourism destination brand gene,and establish brand gene index evaluation system.The study found that the four major brand genes of“Ancient Capital of China”,“Cultural Heritage”,“Chinese Literature”and“Yellow River Culture”are greater than 4 points.This shows that the brand“Walking in Henan-Understanding China”has helped Henan to successfully shape its image as a tourist destination of“the source of Chinese civilization”.In order to better promote the branding of tourism destinations,policy recommendations are provided in four areas:Promoting the deep integration of culture and tourism,enriching the tourism branding system,improving the quality of brand communication and deepening the construction of“brand IP”.