创新扩散视域下新疆文旅品牌建设面临的挑战与发展路径

Challenges and Development Path of Cultural Tourism Branding in Xinjiang under the Perspective of Diffusion of Innovation

文化旅游品牌建设既是新疆文化旅游发展的必要环节,也是深入开展文化润疆工程、持续推进旅游兴疆战略的重要体现。立足创新扩散理论,在对新疆文化旅游发展与品牌建设现状分析的基础上,研究文旅品牌建设面临的挑战及发展路径。研究发现,当前新疆文旅品牌建设主要存在品牌创新的浅层化与有限性、品牌传播的偏向性与形象识别度低、旅游者对品牌认可与采用率的浮动以及品牌创新的扩散边界受限等四个层面的挑战,并主要从提升认知、增强说服、助推决策、强化执行以及维系决定等五个维度探讨发展路径。

Cultural tourism branding is not only a necessary part of Xinjiang's cultural tourism development,but also an important embodiment of the strategy of carrying out in-depth culture-run project and continuously promoting tourism development in Xinjiang.Based on the theory of diffusion of innovations,on the basis of analyzing the current situation of cultural tourism development and brand building in Xinjiang,the study examines the challenges and development paths faced by cultural tourism brand building.The study finds that the current cultural tourism brand building in Xinjiang is mainly challenged by the shallowness and limitedness of brand innovation,the bias of brand communication and low image recognition,the floating rate of brand recognition and adoption by tourists,and the restricted boundaries of brand innovation diffusion,etc.The study also explores the development path from five dimensions:improving cognition,enhancing persuasion,facilitating decision-making,strengthening implementation,and sustaining decision-making.