五台山文旅项目商业价值开发与提升路径研究

Research on the Development and Enhancement Path of Commercial Value for Wutai Mountain Cultural and Tourism Projects

在文旅融合背景下,以去商业化的思维、去商业化的角度寻求山西旅游项目商业价值是山西文旅项目发展的一条路径,去商业化的出发点就是从游客的需求出发完成项目策划运营,沿着这一思路,项目组在分析研判五台山旅游资源特点的基础上,塑造五台山文旅IP形象,激活文化元素,提升游客体验,梳理出五台山文旅将创意价值、运营价值、游客体验价值转化为商业价值的具体路径。

In the context of the integration of culture and tourism,seeking commercial value for tourism projects in Shanxi from a perspective of de-commercialization is a path for the development of cultural and tourism projects in Shanxi.The starting point of de-commercialization is to plan and operate projects based on the needs of tourists.Following this approach,the project team,based on the analysis and judgment of the characteristics of Wutai Mountain tourism resources,aims to shape the cultural and tourism IP image of Wutai Mountain,activate cultural elements,enhance the tourist experience,and outline specific pathways to transform the creative value,operational value,and tourist experience value of Wutai Mountain cultural and tourism projects into commercial value.