文旅融合视域下洛阳文化IP构建研究

A Research on Constructing Cultural IP of"Magical Tour"in Luoyang From the Perspective of the Integration of Culture and Tourism

近年来,河南卫视相继推出的“中国节日”系列节目,让中原文化闪耀全国,带动河南文旅流量的线下转化,助力文旅产业转型和地方品牌重塑。基于认知语言学视角下的概念隐喻,研究借助符号学和传播学理论,从动态多模态话语分析角度,运用扎根理论和网络文本分析的方法,提取和转化节目中部分文化符号,归纳总结出洛阳文化IP,并详细阐述其形成的五大孵化路径:文化IP引起用户情感共鸣、多渠道传播、科技赋能、品牌合作以及人才培养。

In recent years,Henan TV has launched a succession of Chinese festival series that have highlighted the culture of the central plains to a national audience.They have also contributed to the offline transformation of the cultural and tourism industry in Henan.These cultural programs helped transform the tourism and cultural industries as well as rebrand local brands.Based on the conceptual metaphor from the perspective of cognitive linguistics,the study draws on theories of semiotics and communication science,and adopts the methods of grounded theory and network text analysis to extract and transform some of the cultural symbols in the program.This paper summarizes the cultural IP of"Magical Tours"and elaborates on the five major incubation paths:cultural IP to arouse users′emotional resonance,multi-channel communication,technology empowerment,brand cooperation and talent training.