旅游语境下临高民俗文化资源品牌建构探究

On Brand Building of LinGao Folk Culture Resources in Tourist Context

基于旅游民族学的视角,为了更好地探究旅游语境下临高民俗文化资源品牌的建构,通过对临高的地域优势、美食文化、民间艺术瑰宝和多元化的民间信仰这四个方面的细致描写,剖析临高民俗旅游资源开发的基础,指出旅游开发给当地的房地产经济和人们的商品意识带来变化,展现临高民俗经济开发的现状。分析临高民俗文化发展面临的问题,结合品牌理论提出建构临高民俗文化资源的品牌策略:形成良好的市场意识和品牌竞争观念、差异化的品牌定位、塑造良好的品牌形象、挖掘品牌核心价值、创新品牌宣传模式,加强品牌管理。

From the perspective of tourism ethnology, in order to better explore brand building of LinGao folk culture resources, through the detailed description about its regional advantage, food culture, folk art treasures, and diversified folk beliefs, the present study analyzes the basis of Lingao folk tourism resources development. The status quo of the development is that it improves local real estate economy and brings about changes in local people＇s commercial awareness. And the problem of its development is also discussed, with some suggestion provided as follows： example, forming good market consciousness and the concept of brand competition, differentiating brand positioning, shaping the good brand image, excavating the brand core value, innovating the mode of brand publicity and strengthening brand management.