IP视角下娄底市旅游文化创意产品构建研究

Research on the Construction of Tourism Cultural Creative Products in Loudi City from the Perspective of IP

为探讨娄底市如何充分挖掘丰富的文化资源构建具有独特魅力的旅游文化IP产品,采用文献综述、案例分析、专家访谈等方法并运用IP价值链分析等工具展开讨论。结果表明,应深入挖掘娄底市的历史、传统文化和民俗风情资源,融合现代创意理念,设计出具有故事情节和体验性的IP产品。从营销推广方面看,可结合旅游网站、社交媒体、传统媒体等多种推广渠道提升产品的知名度和市场竞争力。为进一步打造相关产品,需持续创新,强化品牌建设,加强合作与联动,关注用户体验,实现娄底市旅游文化产业的可持续发展及经济效益与社会效益的双赢。

In order to explore how Loudi City can fully explore rich cultural resources to build tourism cultural IP products with unique charm,the study discusses with methods such as literature review,case analysis,expert interview and IP value chain analysis.The results show that it is necessary to deeply explore the history,traditional culture and folk customs resources in Loudi City,integrate modern creative ideas,and design IP products with story and experience.From the perspective of marketing promotion,various promotion channels,such as tourism websites,social media and traditional media,can be combined to promote product visibility and market competitiveness.In order to further create related products,it is necessary to innovate continuously,strengthen brand building,promote cooperation and linkage,pay attention to user experience,and realize the sustainable development of tourism and cultural industry and the win-win situation of economic and social benefits of Loudi City.