文旅融合视域下洛阳文旅IP形象的塑造与推广

Shaping and Promotion of Luoyang Cultural Tourism IP Image from the Perspective of Cultural Tourism Integration

洛阳是具有丰富文化元素符号的文化旅游名城。文旅融合视域下,打造具备洛阳城市文化的专属文旅IP形象,能有力塑造洛阳城市品牌。洛阳牡丹极具观赏价值、象征价值和经济价值,因而形成了具有浓厚底蕴的牡丹文化。以牡丹为主要设计元素,结合洛阳其他文化符号,绘制具有形象化、表情化、拟人性特点的洛阳文旅IP形象,并通过塑造引爆点、建立粉丝社群和开发文化衍生品等形式,进行全方位的IP形象推广,提升洛阳城市的品牌价值与社会经济效益。

Luoyang is a famous cultural tourism city with rich cultural elements and symbols.From the perspective of cultural tourism integration,creating an exclusive cultural tourism IP image with Luoyang urban culture can effectively shape Luoyang urban brand.Luoyang peony has great ornamental value,symbolic value and economic value,thus forming a peony culture with a strong heritage.With peony as the main design element,combined with Luoyang’s other cultural symbols,the image of Luoyang Cultural Tourism IP with the characteristics of visualization,expression and anthropomorphism is drawn,and it is carried out by shaping the tipping point,establishing a fan community and developing cultural derivatives.All-round IP image promotion will enhance the brand value and social and economic benefits of Luoyang City.