文旅融合视角下非遗文旅转化与城市文化品牌构建:产品、场景与事件

The Tourism Exploration of Intangible Cultural Heritage and the Construction of Urban Cultural Brand from the Perspective of the Integration of Culture and Tourism:Products,Scenes and Events

随着全球化进程与文化经济的崛起,城市文化一方面是城市产业结构与价值链转型升级的关键因素,另一方面是地方性特征和文化身份认同的彰显。在文化产业与旅游产业深度融合的今天,非物质文化遗产的地域色彩、非物质性与文化空间性为其旅游运用提供了丰富的活态的资源基础,同时这也是城市文化品牌构建的差异性优势。本文在文旅融合的语境下,提出城市文化品牌体系的子体系层次,并根据非遗文旅转化的过程与实践现状,分析非遗如何从文化标识与产品体系、文化空间与场景体系、文化体验与事件体系三个子体系实现与城市文化品牌的互动。本文还提出产品传播、场景嵌套与意义生产是非遗助力城市文化品牌体系构建的重要路径。

With the process of globalization and the rise of cultural economy,urban culture on the one hand is the driving force of the transformation and upgrading of urban industrial structure and value chain,on the other hand is the connotation of regional characteristics and cultural identity.Today,with the deep integration of cultural industry and tourism industry,the regionality,immateriality and its link with cultural space of intangible cultural heritage provides a rich living resource base for tourism exploration.And it is also the differential advantage of urban cultural brand construction.In the context of cultural and tourism integration,this paper puts forward the sub-system level of urban cultural brand system,and analyzes how intangible cultural heritage interacts with urban cultural brand from three sub-systems:cultural identity and product system,cultural space and scene system,cultural experience and event system,according to the process and practice status of the transformation of non-heritage tourism.This paper discusses three possible paths of products,scenes and events,through which intangible cultural heritage would help the construction of urban cultural brand system.