文旅融合背景下岳麓山风景区营销策略研究

Research on Marketing Strategies for Mount Yuelu Scenic Area under the Background of Cultural and Tourism Integration

岳麓山风景区作为湖南省长沙市的一颗璀璨明珠,不仅拥有秀丽的自然景观,还承载着丰富的历史文化遗产。文章对岳麓山风景区独特的宗教、建筑、碑刻、红色文化等资源进行了简要分析,说明了景区当前的发展状况及面临的挑战,包括文化资源宣传不充分、营销方式缺乏创新、景区差异性不突出、区域联动有待加强等问题。通过分析文旅融合在岳麓山风景区旅游营销中的应用,进而提出文旅融合背景下的景区营销策略,包括多维度利用文化资源、多平台创新营销方式、多方面改善游客体验以及加强区域联动等。通过文旅融合,旨在提升景区的文化内涵,增强游客体验,促进景区可持续发展,助力长沙从“网红”城市向文化名城转变。Mount Yuelu Scenic Area, situated in Changsha, Hunan Province, is renowned for its exceptional natural landscapes and rich historical and cultural heritage. This paper analyzes the area’s unique resources, including its religious sites, architectural monuments, stone inscriptions, and revolutionary cultural elements. The assessment evaluates the current development status of the scenic area and identifies key challenges, which include the insufficient promotion of cultural assets, a lack of innovation in marketing strategies, inadequate differentiation to distinguish the destination, and deficient regional collaboration. By analyzing the application of the integration of cultural and tourism elements in the marketing framework for Mount Yuelu, this study proposes marketing strategies under the background of cultural and tourism integration. These strategies involve the multidimensional utilization of cultural assets, the adoption of innovative marketing practices across various platforms, comprehensive enhancements to the visitor experience, and strengthened regional cooperation. The integration of culture and tourism is intended to deepen the cultural significance of the scenic area, elevate visitor engagement, promote sustainable development of the area, and facilitate Changsha’s transformation from a trend-driven “internet-famous” destination to a city of notable cultural stature.