文旅融合:从传播共识到参与体验

Integration of Literature and Tourism:From Communication Consensus to Participation Experience

文化传播对当前文旅融合起到相当大的作用。文旅可通过传媒渠道传播信息内容,提升品牌形象吸引游客。在说故事之前,如何成功将文化场域完全复制,如何透过文化传播传递共同价值,让当地居民与政策之间紧密结合,互通互补,创造更大的价值,就是本文提到的传播共识。文旅融合最关键策略在于建立某种时代意义的文化共识。文化共识,就是种想象的集体共识,这个共识建立在当地居民对历史文化的历史感中,结合传统文物、老街与古建筑,慢慢形成的一种文化场域。而文化传播,正恰巧适合扮演这个角色。文旅融合第一步,就是透过文化传播完成共识的建立。文旅要能融合,除了当地居民与政府部门集体共识的建立以外,第二步则是吸引旅客前来体验与参与,而非走马看花。

cultural communication should play a significant role in the current integration of culture and tourism.Cultural tourism can spread information content through media channels and enhance brand image to attract tourists.Before telling the story,how to successfully copy the cultural field,how to pass on the common value through cultural communication,how to let the local residents and policies closely combine,exchange and complement each other,and create greater value are the communication consensus mentioned in this paper.The key strategy of cultural tourism integration is to build a cultural consensus of a certain era significance.Cultural consensus is a kind of imaginative collective consensus,which is built on the local residents’sense of history and culture,combined with traditional cultural relics,old streets and ancient buildings,and gradually formed a cultural field.And cultural communication is just right for this role.The first step of the integration of culture and tourism is to achieve consensus building through cultural communication.In addition to the establishment of collective consensus between local residents and government departments,the second step is to attract tourists to experience and participate,rather than to watch the flowers.