赛事品牌建构与南狮文化传承发展研究——基于黄飞鸿杯狮王争霸赛的解析

A Study on the Construction of Event Brand and the Inheritance and Development of Southern Lion Dance Culture--Based on the Analysis of Huangfeihong Cup Lion Dance Contest

采用文献资料与田野调查,基于黄飞鸿杯狮王争霸赛,考察南狮文化的传承发展。研究认为:名人文化是赛事品牌建构的基础;名人文化与赛事品牌建构是南狮文化传承发展的载体,突出了南狮文化传承发展的依赖性;赛事品牌建构是自然景观旅游目标实现的途径;赛事创新是吸引游客眼球的手段;南狮文化+名人文化+自然景观旅游+舞狮竞技比赛是黄飞鸿杯狮王争霸赛赛事品牌建构传承发展南狮文化的体系。

Based on literature and field investigation methods,and the Huangfeihong Cup,this paper investigates the inheritance and development of the southern lion culture. According to the research,celebrity culture is the foundation of the event brand construction. The construction of celebrity culture and competition brand is the carrier of southern lion culture inheritance and development,highlighting the dependence of southern lion culture inheritance and development;the construction of competition brand is the way to realize the goal of natural landscape tourism,competition innovation is the means to attract tourist is attention;the southern lion culture +celebrity culture + natural landscape tourism + lion dance competition is the system of brand construction and inheritance and development of the southern lion culture in the Huangfeihong Cup.