文旅融合背景下常州文旅休闲品牌的塑造及对策研究

Research on Shaping and Countermeasures of Changzhou’s Cultural and Tourism Leisure Brand under the Background of Cultural and Tourism Integration

常州拥有5A景区、古建筑遗址、国家级非物质文化遗产等众多文化资源,在文化旅游资源上品质较高,但是对文化挖掘的深度不够,特色化、个性化不够鲜明,与周边城市存在同质化竞争。文旅融合背景下,观光旅游阶段向休闲体验阶段的转型升级是市场需求,也是常州建设旅游明星城市的迫切需求。通过对常州地方文化和旅游资源开发的基本概况进行系统梳理,结合问卷调查的结果,可以发现加强宣传营销、创新营销体系等是可行性较高的解决方式。There are numerous cultural resources in Changzhou, such as 5A scenic spots, ancient architectural sites and national intangible cultural heritages. The quality of cultural tourism resources in Changzhou is high, but the depth of cultural excavation is not yet enough. The specificity and individuality are also not clear enough. There is homogeneous competition between Changzhou and surrounding cities. Under the background of culture and tourism integration, the transformation and upgrading from the stage of sightseeing tourism to the stage of leisure experience is what the market demands, which is also the urgent demand for Changzhou to build a star city in tourism. By systematically sorting out the basic situation of the development of local culture and tourism resources in Changzhou and combining with the results of questionnaire survey, it can be found that strengthening publicity and marketing and innovating marketing system are highly feasible solutions.