乡村文化品牌IP促进乡村文旅融合的实践及提升路径

The Practice and Improvement Path of Rural Cultural Brand IP Promoting the Integration of Rural Culture and Tourism

乡村文旅融合发展是乡村振兴的重要抓手,培养乡村文化品牌IP是促进乡村文旅融合发展的有效途径。乡村文化品牌IP在实践中能够深入挖掘乡村文化资源,为乡村文旅融合创造市场价值,促进多产业融合,延伸文旅产业链,创新乡村文旅发展模式。但存在文化品牌IP效应不足,用户多元互动与共创意识缺失,乡村文化符号的深层融入有待增强等问题。完善乡村文化品牌IP拟人化形象、创新IP互动体验、探寻文化品牌IP与乡村文化符号融合点、构建乡村文化品牌IP对乡村文旅融合的创新生态等,对坚定文化自信,推动乡村文旅融合发展,实现乡村全面振兴具有实践借鉴意义。

The integrated development of rural culture and tourism is an important starting point for rural revitalization,and the cultivation of rural cultural brand IP is an effective way to promote the integrated development of rural culture and tourism.In practice,cultural brand IP can deeply tap rural cultural resources,create market value for rural cultural and tourism integration,promote multi industry integration,extend the cultural and tourism industry chain,and innovate the development mode of rural cultural and tourism.But there are some problems,such as the lack of cultural brand IP communication efficiency and brand effect,the lack of users'awareness of multiple interactions and co creation,and the deep integration of rural cultural symbols to be strengthened.Improving the personification image of rural cultural brand IP,innovating the interactive experience of IP,exploring the integration point of cultural brand IP and rural cultural symbols,and improving the innovation ecology of cultural brand IP for rural cultural tourism integration are of practical significance for strengthening cultural confidence,promoting the development of rural cultural tourism integration,and realizing the comprehensive revitalization of rural areas.