As a traditional village with intangible cultural heritage,the Qiantong Lantern Festival Temple Fair as the national intangible cultural heritage of the Qiantong ancient town carries the three value functions of reshaping cultural identity,inheriting intangible cultural heritage and empowering rural cultural tourism.In order to further enhance the popularity of the Qiantong Lantern Festival Temple Fair,this paper studies its brand construction from the perspective of cultural identity.It is proposed to build brand vision with collective memory symbol based on cultural identity and build brand marketing with cultural identity field,and complete relevant design.It aims to promote the cultural identity of village families,expand to the cultural identity of consumers,realize the protection and inheritance of intangible cultural heritage,and enable the rural cultural tourism development of ancient town.
cultural identityintangible cultural heritagebrand buildingQiantong Lantern Festival Temple Fair
NETL
NSTL
万方数据
