新媒体时代美食文化旅游形象传播策略研究——以国际“美食之都”成都为例

A Study on propagation strategy of gourmet tourism image based on the new media——A case study of an UNESCO City of Gastronomy——Chengdu

在移动互联信息技术迅速发展趋势下,必须加大新媒体、全媒体等渠道对国际"美食之都"的宣传,构建和传播成都的美食文化旅游形象。通过对成都市区景点和特色街区进行问卷调查,掌握成都当地民众与造访游客对美食文化的整体认知现状,提出了用移动端进行热点事件营销、PC端进行内容营销、建设饮食文化数据库等新媒体传播策略;通过纸媒和电影、电视构建"互联网+传统媒体"的全媒体营销模式。美食文化需要充分与文化创意产业、旅游产业等进行融合,最终才能提升城市的文化软实力与文化创新意识。

In order to strengthen propagation and construction of cultural tourism image of Chengdu as an UNESCO City of Gastronomy in the new media era, it is necessary to use new media and all-media as new tools. The questionnaire survey about scenic spots and distinctive streets in downtown Chengdu＇ s was performed and the perception of gastronomy culture was analyzed based on 1141 locals and tourists. Promotional strategies assuming new media and all-media were presented： hot event marketing on mobile devices, content marketing on Internet, and database construction for culinary culture for new media; and ＂internet ＋ traditional media＂ such as paper-media, TV drama and movies for all-media. The competitiveness of cultural soft power and innovation of a city could be strengthened by combining gastronomy culture with cultural creativity industry and tourism industry.