文旅融合视域下地方文献阅读品牌建设研究——以“龙江文脉”品牌为例

Research on Local Literature Reading Brand Construction from the Perspective of Integration of Culture and Tourism:Taking "Longjiang Wenmai" as an Example

打造阅读品牌是图书馆践行文化和旅游融合发展,促进经济发展,实现资源优化配置,坚定文化自信,提升自身影响力的创新发展举措。黑龙江省图书馆立足地域文化特色,充分挖掘文献中蕴含的地域文化资源,结合旅游宣传活动,打造“龙江文脉”地方文献阅读品牌。文章通过总结“龙江文脉”的品牌定位与构建、品牌运营与创新、品牌评估与发展等管理策略,以期供其他图书馆借鉴,共同推出更多高质量的文化旅游产品和服务,赋予文化活力,增添旅游魅力。

Reading brand creation facilitates the integration of culture and tourism in libraries,economic growth and optimum distribution of resources.It also facilitates the building of culture confidence and a more influential library.According to the regional cultural characteristics,Heilongjiang Provincial Library fully excavates the regional cultural resources contained in the literature,and based on tourism publicity creates a local literature reading brand of"Long Jiang Wen Mai".Through analyzing the management strategy of brand positioning and construction,operation and innovation as well as evaluation and development,this paper sums up successful experience for libraries to learn from.It is hoped that libraries can cooperate with each other to jointly produce more high-quality cultural tourism products and services,and present cultural vitality and increase tourism charm of the city.