场景理论视角下特色小镇文化品牌构建与文旅融合路径——以东山海洋运动特色小镇为例

Ways to Brand Construction and Integration of Culture&Tourism in Featured Towns from Perspective of Scene Theory:Taking Dongshan Ocean Sports Featured Town as an Example

通过文化场景构建文化品牌,助推小镇文化的转化与创新发展是新时代特色小镇文旅融合发展的重要方式。文章以东山海洋运动特色小镇为例,通过实地调查、系统地梳理了小镇独特海洋运动文化资源及文旅产业发展现状,发现文化品牌构建与文旅融合发展存在文化场景及文化内涵表现不足,文化品牌缺乏鲜明个性、认同度不高、传播能力待加强等现实问题。对此,运用场景理论分析,提出了搭建真实性场景,营造小镇独特文化品牌形象;构建戏剧性场景,突出小镇文化品牌个性;提高场景合法性,增强小镇文化品牌认同感;构建文化品牌传播场景,提高小镇文化品牌传播力等文旅融合发展路径。研究结论为特色小镇运用特色文化场景构建文化品牌与赋能特色小镇文旅融合发展提供了现实参考。

Building cultural brands through cultural scenes in the new era to promote the transformation and innovative development of small town culture is an important way to integrate cultural and tourism development in small featured towns.Taking Dongshan Ocean Sports featured town as an example,this paper systematically combs its ocean sports resources and the development status of cultural tourism industry through field survey.There are existing some practical problems:insufficient cultural scenes and cultural connotation,lack of distinctive cultural brand personality,insufficient cultural brand identity,and the communication ability of cultural brands to be strengthened,etc.In future,we should build authentic scenes to create a unique cultural brand image of the town,construct dramatic scenes to highlight the personality of the town’s cultural brand,enhance the legitimacy of the scenes to enhance the recognition of the town’s cultural brand,and construct cultural brand communication scenes to enhance the communication power of the town’s cultural brand and promote the integrative development of culture and tourism.