A Research on the Brand Image Promotion Path of Luoyi Ancient City Based on the Scenario Theory
With the transformation of urban attributes from industrial production to living consumption,scenario the-ory has become an important support for urban development in the post-industrial era.The composition of the urban scenarios coincides with the connotation of the literary travel brand,and it is necessary to find the way to promote the brand image of urban literature and tourism from the perspective of creating the scenes of urban cultural con-sumption.The ancient city of Luoyi is not only a well-known urban scene,but also an excellent travel brand.How-ever,there is still room for improvement in the refinement and dissemination of the core value of the brand.To shape the image of"etiquette-and-culture-oriented Luoyang",focusing on attracting and retaining young people as core guests,from the perspective of value symbol formation and life style transmission of scene culture consump-tion,this paper puts forward the ways to promote the brand image of the ancient city of Luoyi:based on Zhouli(the formalities of Zhou Dynasty)to refine cultural value symbols;based on Yili(a classic about etiquette)and Chinese traditional music to promote cultural consumption patterns and based on the Classics about Luoyang to provide expe-riential cultural products.
scenario theoryLuoyi Ancient Citybrand imagecultural value symbolsZhouli
万方数据
维普
