巴蜀文化旅游走廊建设背景下地方文旅产业品牌力提升研究——以成都市龙泉驿区为例

On the Promotion of Local Cultural and Tourism Industry Brand Power under the Background of Bashu Cultural Tourism Corridor Construction:A Case Study of Longquanyi District,Chengdu

巴蜀文化旅游走廊建设为成渝两地文旅产业发展和城市文化品牌提升创造了良好机遇。作为巴蜀文化旅游走廊上的关键节点,成都市龙泉驿区在文旅产业品牌文化、品牌传播和品牌延伸方面优势突出、成效显著,同时也面临一些发展问题。提升其文旅产业品牌力的路径包括:抢抓机遇,用好用活政策,促进文旅产业提档升级;顺势而为,依靠极核力量做大做强文旅产业品牌;加强团结协作,协同其他城市全面融入巴蜀文旅走廊建设;深挖文化内涵,强化本土文化研究保护与传承利用;强化政府主导,吸引社会资金投入;加强队伍建设,积极引进高端专业人才。

The construction of Bashu cultural tourism corridor has created good opportunities for the development of cultural and tourism industries and the promotion of urban cultural brands in Chengdu and Chongqing.As a key node on the Bashu cultural tourism corridor,Longquanyi District of Chengdu has prominent advantages and significant achievements in brand culture,brand communication,and brand extension of the cultural and tourism industry.Meanwhile,it also faces some development problems.The ways to enhance the brand power of its cultural and tourism industry include seizing opportunities,making good use of policies,and promoting the upgrading of the cultural and tourism industry;seizing the trend and relying on the strength of the core to expand and strengthen the brand of the cultural and tourism industry;strengthening unity and cooperation,collaborating with other cities to fully integrate into the construction of Bashu cultural tourism corridor;digging deep into cultural connotations,strengthening the research,protection,inheritance and utilization of local culture;strengthening government leadership,and attracting social capital investment;strengthening team building,and actively introducing high-end professional talents.