融合场景视域下旅游文创的传播机制与价值流动研究

Research on the Communication Mechanism and Value Flow of Tourism Culture and Creation from the Perspective of Converged Scenes

移动互联网的迅速发展拓维了旅游文化的传播场景。线上线下的双重场景建制,为旅游文创产品的传播提供了新的理论框,其中传播学的场景理论提供了在符号传播过程中用户数据、体验美学、社交氛围和空间链接等四方面参照标准,文化社会学的场景理论提供了在旅游景区建设上真实性、戏剧性和合法性三方面的方向指引。通过融合双重场景,文旅从业者能够有效提升文创产品的文化附加值,并促进产品的文化创意在媒介场景和空间场景中实现价值流动。融合场景的建制策略包括引导个性审美体验,创造真实性环境;强化互动社交体验,策划戏剧性活动;印证日常生活体验,寻求合法性认同。符号、载体、渠道、身份四重要素的融合能够促进文化意义的传播与抵达,并促进其文化价值向经济价值转化。

The rapid development of the mobile Internet has expanded the variety of cultural tourism communication.The dual scene system provides a new theoretical framework for the promotion and exchange of creative products in tourism.Among them,the context theory of communication provides four references in symbolic communication,including user data,experience aesthetics,social context and spatial connection.The scenescapes theory in cultural sociology provides directional guidance of authenticity,theatricality and legitimacy in the construction of tourist attractions.Through the integration of dual scenarios,cultural tourism practitioners can effectively enhance the cultural added value of creative products,and promote the cultural creativity of products to afford various value flow.The establishment strategy of integrating the dual scene includes guiding individual aesthetic experience,strengthening interactive social experience and mirroring the life experience.The integration of the four elements of symbol,carrier,channel,and identity can promote the communication of cultural meaning and transform the cultural value into economic value.