文旅融合视域下的“山东手造”发展现状和提升策略研究

Research on the Development Status and Improvement Strategies of“Shandong Handmade”from the Perspective of Cultural and Tourism Integration

“山东手造”是推进传统文化“两创”的重要载体,是促进文旅产业高质量融合发展的着力点。目前“山东手造”存在着区域发展失衡、技艺传承受限、品牌辨识度低、数字传播缺失等问题,导致部分地区行业发展滞后,限制了技艺传承的深度和广度,阻碍了活态传统手工艺融入现代审美生活。运用SWOT-PEST分析范式深入剖析政治、经济、社会、技术等多方面的影响因素,实施综合性区域协调发展战略,加强技艺保护和传承,提升文旅价值,数学技术赋能“山东手造”线上营销,将会促进“山东手造”的传承和发展。

“Shandong Handmade”is an important carrier for promoting the“Two Creations”of traditional culture,and a key focus for promoting the high-quality integration and development of the cultural and tourism industry.At present,there are problems such as regional development imbalance,skill inheritance restriction,low brand recognition,and lack of digital communication,which have led to lagging industry development in some regions,limited the depth and breadth of skill inheritance.Using the SWOT-PEST analysis paradigm to deeply analyze the influence of various factors such as politics,economy,society,and technology,the research aims to implement a comprehensive regional coordinated development strategy,strengthen the protection and inheritance of skills,enhance the value of cultural tourism,and to empower online marketing of“Shandong Handmade”with digital technology in order to promote the inheritance and development of“Shandong Handmade”.