基于品牌叙事理论的红色文旅品牌故事构建与传播研究——以韶井铁路沿线景区为例

Research on the construction and dissemination of red cultural tourism brand story based on brand narrative theory——A case study of scenic spots along the Shaojing Railway

近年来,我国红色文旅发展方兴未艾,取得一定成效,而每一个红色文化旅游品牌的核心,莫过于一段感人至深或是令人热血沸腾的红色故事。借鉴品牌叙事理论,充分挖掘红色元素与文化资源,拓展多元渠道,构建和传播好红色故事,打造独具魅力的红色文旅品牌,无疑为韶井铁路沿线景区文旅品牌的建设和旅游产业升级带来了新思路。

In recent years,the development of China's red cultural tourism is in theascendance and has achieved certain results,and the core of every red cultural tourism brand is nothing more than a touching or exciting red story.Drawing on the theory of brand narrative,fully excavating red elements and cultural resources,expanding multiple channels,constructing and spreading good red stories,and creating a unique and charming red cultural tourism brand will undoubtedly bring new ideas for the construction of cultural tourism brands in scenic spots along the Shaojing Railway and the upgrading of tourism industry.