文旅融合视域下江苏老字号与旅游产业融合路径分析

Analysis of the Integration Path of Jiangsu Time-honored Brands and Tourism Industry from the Perspective of Cultural and Tourism Integration

江苏老字号承载着丰富的地方民俗文化、哲学思想、价值观念以及艺术审美等内容,具有与旅游业融合的天然优势。文章首先从产业带动、政策聚焦、技术支撑以及消费升级4个方面分析了江苏老字号与旅游产业融合的可行性。其次,提出江苏老字号与旅游产业融合的路径。其一,以旅游经济为导向,借助体验经济下产业链重组的新模式,实现功能融合;其二,文化生产技术化,品牌推广数字化,强调内容、技术、模式、业态和场景的全方位创新,实现技术融合与数字融合;其三,调动产业链资源,链接城市形象,带动消费市场对地方品牌形象的整体认知,形成光环效应,实现城市融合与空间融合,帮助江苏老字号实现新时代下的品牌创新。

Jiangsu time-honored brands carry rich local folk culture,philosophical thoughts,values and artistic aesthetics,and have the natural advantage of integrating with tourism.This paper first analyzes the feasibility of the integration of Jiangsu's time-honored brands and tourism industry from four aspects:industrial drive,policy focus,technical support and consumption upgrade.Secondly,it proposes the integration path of Jiangsu time-honored brand and tourism industry.First,take the tourism economy as the guide,and realize the integration of functions with the help of the new model of industrial chain reorganization under the experience economy;second,the technology of cultural production and the digitalization of brand promotion.Emphasize the all-round innovation of content,technology,mode,business format and scene,and realize the integration of technology and digital;thirdly,mobilize the resources of the industrial chain and link the city image.Drive the consumer market's overall awareness of the local brand image,form a halo effect,and achieve urban integration and spatial integration.Help Jiangsu time-honored brands to achieve brand innovation in the new era.