"尔滨"出圈背后的城市文化形象建构
The Construction of City's Cultural Image Behind the Tourism Boom of Harbin
任意1
作者信息
摘要
文旅融合发展不仅能带动城市经济发展,也为城市文化形象的建构创造了新的机遇.本文以哈尔滨冰雪旅游走红为研究案例,分析其背后的原因主要有政府顶层设计,提供服务保障;突出城市特质,提升文化体验;满足游客诉求,拉近心理距离;多元渠道传播,助推群体狂欢.同时,研究还发现其走红背后面临可持续发展的挑战,存在文旅融合深度不够等问题,而"造梗""用梗"时也潜藏着舆论隐患.基于此,本文提出文旅融合背景下建构城市文化形象的路径:一是树立城市文化符号,打造立体城市名片;二是培育特色文旅品牌,提升城市文化体验;三是使用多元宣传方式,选择"年轻化"表达策略.
Abstract
The integrated development of culture and tourism can not only drive the city's economic development,but also create new opportunities for the construction of the city's cultural image.This article takes the popularity of ice and snow tourism in Harbin as a research case,and analyzes the main reasons behind it,which are providing service guarantee by top-level design of the government;highlighting the city's qualities and enhancing the cultural experience;meeting the tourists'demands and bringing them closer to the psychological distance;spreading through diversified channels and boosting the group revelry.At the same time,research has also found that behind its popularity,it faces challenges to sustainable development,such as insufficient depth of cultural and tourism integration,and there are hidden public opinion risks when creating and using memes.Based on this,this article proposes a path to construct city's cultural image un-der the background of cultural and tourism integration:firstly,to establish unique sym-bols of the city and create a three-dimensional city business card;Secondly,cultivate distinctive cultural and tourism brands to enhance the city's cultural experience;The third is to use diverse promotional methods and choose a"youthful"expression strategy.
关键词
哈尔滨/旅游热/文旅融合/城市文化形象/传播Key words
Harbin/tourism boom/culture and tourism integration/city's cultural image/spread引用本文复制引用
基金项目
中国陶行知研究会规划"职业教育"专项(十四五)(2023)(ztzj200440011)
出版年
2024
NETL
NSTL
万方数据