特色小镇在国际文旅中塑造国家形象的品牌策略——以乌镇戏剧节为例

Branding Strategy of Characteristic Town in Shaping National Identify in International Cultural Tourism

在融媒科技的赋能下,“数字+”的文旅新业态快速发展,形成后疫情时代国家形象对外传播的有力支撑。坐落于区域特色小镇,乌镇戏剧节在品牌策略上却呈现出宽阔的国际视野,有效处理了传统和现代、本土和全球的文化关系,为中华文化从“走出去”到“引进来”的转型提供了新思路。乌镇戏剧节在剧目展演的国际合作中活化了全球创作者网络、促进了全球受众跨文化认同,以多元文化持续创造新的文化形态和价值,依托新媒体进行戏剧艺术的跨媒介全球化传播,走向文旅数字化升级。据此,本文将引入区域品牌理论,以案例分析法探析乌镇模式下国际文旅品牌的塑造和可持续发展模式及其对国家形象内涵的有效转化。

With the empowerment of integrated media technology,the new industry of“digital+”cultural tourism is developing rapidly,forming a powerful support for international communication of national identity in the post-epidemic era.Rooted in a small town with regional characteristics,Wuzhen Theatre Festival presents a broad international perspective in its branding strategy,effectively resolving the cultural differences between tradition and modernity,local and global,and providing new pathway motivating Chinese culture from“stepping-out”to“inviting-in”.The Wuzhen Theatre Festival has revitalized the global creative workers'network and promoted the cross-cultural identity of the global audience in the international cooperation of the theatrical performances,continuously created new cultural forms and values with multiple cultures,made cross media-communication of theatrical arts articulated globally via new media,and accelerated the digital upgrading of cultural tourism.Accordingly,this paper will introduce regional branding theory and explore the model of shaping and sustainable development of international cultural tourism brand under the Wuzhen model as well as its effective transformation of national identity connotation by means of case study.