文化遗产类区域品牌构建——以平遥古城为例

The Regional Brand Construction of Cultural Heritage——Take Pingyao Ancient City for Example

近年来,由于区域品牌能够很好地刺激当地的经济发展,使得国内外关于区域品牌的研究也越来越多。文化遗产,作为旅游资源的一种载体,具有较高的文化价值。在以文化遗产为基础打造区域品牌的过程中,必须把保护文化遗产资源作为第一要义。文章以平遥古城这一文化遗产为研究对象,对古城的区域品牌构建的过程进行了分析和讨论,针对发现的问题提出了合理化建议,以期对平遥古城的区域品牌建设有所帮助。

In recent years regional brand is able to greatly stimulate the development of local econ- omy, which contributes to more and more domestic and foreign research into regional brand. Cul- tural heritage, as a carrier of tourism resources, has high cultural value. In the process of crea- ting regional brand based on cultural heritage, we must take the protection of cultural heritage resources as the first prerequisite. Taking Pingyao ancient city as the research object, this paper analyses and discusses the construction process of its regional brand and puts forward some rea- sonable suggestions on the existing problems in order to help its regional brand construction.