休闲旅游视域下古镇文化品牌建设研究

On the Cultural Brand Construction of Ancient Towns From the Perspective of Leisure Tourism

古镇兼具自然景观和人文景观,是宝贵的旅游资源。在当下休闲旅游的热潮中,如何提升古镇的知名度,推动古镇旅游文化品牌的发展,引起了学界的关注。文章从古镇文化品牌建设入手,从文化品牌定位、主体改造、资源配置优化、生态规划、文化价值、多维度发展等方面展开研讨论证,以求能为古镇文化品牌建设提供借鉴。

The ancient town has both natural landscape and cultural landscape.It is a valuable tourism resource.In the current upsurge of leisure tourism,how to improve the popularity of the ancient town and promote the development of the tourism culture brand of the ancient town has attracted the attention of the academic circles.Starting with the cultural brand construction of ancient towns,this paper discusses and demonstrates from the aspects of cultural brand positioning,main body transformation,resource allocation optimization,ecological planning,cultural value and multi-dimensional development,so as to provide reference for the cultural brand construction of ancient towns.