跨文化视角下泸酒文旅融合的国际化发展路径

International development path of the Luzhou Baijiu culture and tourism integration from the cross-cultural perspective

随着一带一路不断推进,抓住向世界传播中华酒文化的良好契机,以文旅融合的形式将中国白酒的历史、文化、品质、价值介绍给外籍人士具有重要意义。泸州具有以酿酒文物窖池、酿酒古作坊、酒文化博物馆为代表的白酒物质文化遗产,以诗酒文化、民俗文化、传统酿酒技艺为代表的非物质文化遗产,以酒庄酒镇、酒业园区、酒博会为代表的现代产业文化旅游资源。该文整合泸酒文旅要素,以世界遗产中的酒文化为基础,探讨当代跨文化视角下泸酒文旅融合发展的国际旅游机制及更广泛的国际认同的综合性酒文化国际传播实践,以期为塑造具有地域性、独创性的泸酒文旅知识产权(IP)提供创新思路,为中国酒旅融合的持续发展提供可参考建议。

With the continuous promotion of the Belt and Road Initiative,it is of great significance to seize the good opportunity of communicating Baijiu culture to the world,and introduce the history,culture,quality and value of Baijiu to foreigners in the form of cultural and tourism integration.Luzhou has Baijiu material cultural heritage represented by Baijiu brewing relics cellar,Baijiu brewing ancient workshop and Baijiu culture museums,the intangible cultural heritage represented by poetry Baijiu culture,folk culture and traditional Baijiu brewing skills,and modern industrial cultural tourism resources represented by Alcoholic Towns,Alcoholic Park Area,Alcoholic Expo.Based on the Baijiu culture in the world heritage,the elements of Luzhou Baijiu culture and tourism were integrated,the international tourism mechanism of Luzhou Baijiu cultural and tourism integration development from the contemporary cross-cultural perspective and the international communication practice of comprehensive Baijiu culture with broader international recognition were discussed,in order to provide innovative ideas for shaping regional and original intellectual property(IP)of Luzhou Baijiu cultural and tourism,and provide reference suggestions for the sustainable development of Baijiu and tourism integration in China.