颂红色华章:文旅融合对上海红色文化品牌的提升

A Study on Promotion of the Brand of“Shanghai Red Culture”by the Integration of Cultural Heritage and Tourism

上海作为中国共产党的诞生地,拥有丰富的红色文化资源和源远流长的红色文化基因,红色文化亦成为上海近年来重点打造的"上海文化"品牌的三大构成要素之一。在文旅融合大背景之下,上海红色文化资源是否实现与旅游产业的有效融合、红色文旅融合如何有效推动红色文化品牌的打造是值得研究的问题。文章利用互联网大数据,分析红色文化传播文本和红色旅游体验文本,构建红色文旅融合度评估框架,分别通过词频分析、转换率分析、情感分析和语义网络分析方法,对上海红色文旅的融合内容、融合数量、融合质量和融合价值进行分析,并围绕上海红色文化的品牌建设、品牌营销、品牌管理和品牌精神等提出建议。

As the birthplace of the Chinese Communist Party,Shanghai has rich red cultural resources and a longstanding red cultural tradition.In recent years,Shanghai puts a great effort on cultivating the brand of"Shanghai Culture",of which red culture is one of the three major components.In the background of integration of cultural heritage and tourism,the authors try to answer the questions whether Shanghai’s red cultural resources have achieved effective integration with the tourism industry,and how the integration can promote the brand building of red culture.Instead of using the traditional methods of evaluating the degree of integration by statistical data and economic indicators,this article chooses to use Internet big data,i.e.,texts disseminating red culture and red tourism experience,to construct an evaluation framework.Through word frequency analysis,conversion formula,sentiment analysis and semantic network analysis,this article analyzes the integration in terms of content,quantity,quality and value.Finally,implications and suggestions for promoting the brand of Shanghai Red Culture in the aspects of brand building,brand marketing,brand management and brand spirit are put forth.