文旅融合背景下闽西红色文化品牌的构建及传播策略研究
Construction and Communication Strategies of Red Culture Brands in Western Fujian under the Background of Cultural and Tourism Integration
曹睿1
作者信息
摘要
文化资源产品化、产品产业化、产业信息化,是文旅融合背景下闽西红色文化品牌构建及传播内容和形式拓展的具体体现.近年来,闽西地区在红色文化资源挖掘、产品开发、产业融合、信息化平台搭建等具体的实践探索中,迈出了稳健、坚实的探索步伐,但仔细梳理后会发现,不少地方仍然存在着对红色文化品牌产品内涵,挖掘不够深入、产业融合水平较低等瓶颈.在文旅融合背景下对闽西红色文化品牌的构建及传播的过程中,应当继续挖掘红色文化资源的历史意义并彰显其当代价值,促使闽西红色文化品牌产品加快向旅游产品转化,推动"一个主题,多种形式"产业格局的发展并拓展产业信息化渠道,可大大增强红色文旅品牌产品的营销服务体验,利用协同合作模式,真正提高红色文旅品牌产品的传播效应.
Abstract
The productization,industrialization,and informatization of cultural resources are the connotations of the construction and dissemination of the red cultural brand in western Fujian under the background of cultural and tourism integration.In recent years,the western Fujian region has made substantial progress in the exploration of red cultural resources,product development,industrial integration,and the construction of information platforms.However,there are still difficulties such as insufficient exploration of red connotations and low levels of industrial integration.In the context of cultural and tourism integration,the construction and dissemination of the red cultural brand in western Fujian should continue to explore red resources,accelerate the transformation into tourism products,promote the development of a theme and various forms of industrial pattern,expand industrial information channels to enhance the marketing service experience of tourism brands,and use collaborative models to improve the dissemination effect of tourism brands.
关键词
文旅融合/闽西红色文化/品牌构建/传播与发展Key words
Integration of culture and tourism/Red culture in western/Fujian Brand building spread引用本文复制引用
基金项目
教育部产学合作协同育人项目(2022)(220502690165149)
福建省教育科学规划课题"协同创新"专项(十四五)(2023)(Fjxczx23-007)
出版年
2024
NETL
NSTL
万方数据