国家考古遗址公园与区域文旅品牌建设研究——以中原地区为例

Research on National Archaeological Park and Regional Cultural Tourism Brand Construction——Taking the Central China as an Example

国家考古遗址公园在推动区域文旅品牌建设方面具有得天独厚优势,其原真性、完整性、活态性和共享性的特征,决定了作为其保护主体的大遗址是该区域文化特征源流所在,具有极高的区域文化代表性,能创造出强烈的品牌印象。先天与品牌建设所强调的创造性、所有性、深刻性、激发性、相关性、基础性和独有性高度契合。分析中原地区国家考古遗址公园在建设"中华源.老家河南"品牌方面的实践探索可发现,河南通过国家考古遗址公园,一是确立了文明源头的品牌印象;二是促进了寻根问祖的品牌认同。而在诸多的路径选择中,国家考古遗址公园应以原生保护路径为根本,塑造区域文旅的品牌意象;以次生利用路径为支撑,提升区域文旅的品牌实力;以再生创新路径为辅助,扩大区域文旅的品牌宣传。

The National archaeological park has unique advantages in promoting the brand construction of regional cultural tourism.Its authenticity,integrity,vitality and sharing characteristics determine that large sites are the source of the cultural in the region.Based on the analysis of the practice and exploration of the construction of the brand of"the source of China and hometown Henan"in the national archaeological parks,it can be found that Henan established the brand impression of the source of civilization through the national archaeological parks,and promoted the brand identification of the root and the ancestor.Among the many path choices,the national archaeological park should take the original protection path as the foundation to shape the brand image of regional cultural tourism.With secondary utilization path as support,enhance the regional cultural travel brand strength,assisted by the path of regeneration and innovation,expand the brand publicity of regional cultural tourism.