公共图书馆文旅品牌符号构建及传播路径研究

A Research on the Construction and Communication Path of Cultural Tourism Brand Symbols in Public Library

公共图书馆作为储存与传播人类优秀文化的神圣殿堂,拥有独到的文化符号价值。在文旅融合的时代环境下,塑造优质的文化符号是跃升公共图书馆文旅品牌核心竞争力的关键环节。文章分析文化符号对公共图书馆文旅品牌塑造的价值意蕴,认为产品文化符号、形象文化符号以及场景文化符号是组成优质公共图书馆文旅品牌文化符号的主要内容,而文化符号一统性、差异性和交融性的缺失则是打造与传播公共图书馆文旅品牌文化符号的制约瓶颈。提出从创建多元化产品体系、塑造立体化品牌形象以及广泛探寻文化融合点来塑造与传播公共图书馆文旅品牌文化符号的建议,以期为公共图书馆文旅品牌化发展提供参考借鉴。

As the Sacred Hall of storing and spreading the excellent human culture,the public library has its own unique cultural symbol value.In the era of culture and tourism integration,shaping high-quality cultural symbols is the key link to promote the core competitiveness of cultural tourism brand symbols of public libraries.The paper analyzes the value implications of cultural symbols to the cultural tourism brand building of public libraries,and believes that the cultural symbols of product,cultural symbols of image and cultural symbols of scene are the main contents of the cultural symbols of high-quality public library cultural tourism brands,while the lack of unity,difference and integration of cultural symbols is the bottleneck of creating and disseminating cultural symbols of cultural tourism brands in public libraries.It puts forward suggestions to shape and disseminate the cultural symbols of public books and cultural tourism brands from the creation of diversified product systems,the creation of three-dimensional brand images and extensive exploration of cultural integration points,in order to provide reference for the development of cultural tourism branding of public libraries.