王渔洋故里文化旅游品牌战略研究

发布时间：2018-03-21 21:09

本文选题：王渔洋故里　切入点：文化旅游　出处：《天津大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来，全国各地旅游业方兴未艾，市场竞争日趋激烈，以文化遗产资源保护和开发为重点的文化旅游产业异军突起，迅速成为转变地方经济发展方式、推动文化产业成为国民经济支柱性产业的重要突破口。文化是旅游的第一资源，也是塑造旅游形象的最重要资源，推动文化与旅游在更大范围、更高层次上融合，打造文化旅游品牌，是增强文化旅游产业吸引力、感染力、影响力、竞争力的根本所在。王渔洋故里——桓台县新城镇是全国历史文化名镇，历史悠久，人文荟萃，，镜内文化遗迹遗存众多，人文历史资源丰厚，其中尤以清初文坛领袖、康熙刑部尚书王渔洋为最。2009年，王渔洋故里保护开发项目建设正式启动，该项目改变了原来文化遗产资源保护工作中单纯地对重点文物保护单位进行保护修复的状况，将王渔洋故里文化遗产资源整体保护和文化旅游产业开发融为一体，有力地推动了文化遗产资源优势向文化产业优势转变，目前项目建设取得了阶段性成果。但是，随着王渔洋故里保护开发一期工程部分景区的陆续开放和文化旅游产业化发展的深入，在文化遗产保护、文物景区区域化发展、文化产品开发、文化旅游形象传播等方面都面临着严峻的考验。从市场的角度出发，有效实施王渔洋故里文化旅游品牌战略管理，是王渔洋故里景区发挥地域特色文化资源优势，摆脱“古城镇”文化旅游雷同化、同质化的旋涡，在文化旅游市场脱颖而出的最佳选择。本文在综合王渔洋故里保护开发现状，以及周边古城文化旅游景区成功经验的基础上，全面分析评价王渔洋故里文化旅游景区的优势、劣势、机会、威胁，提出王渔洋故里文化旅游品牌定位、形象设计和品牌传播等实施策略，并提出了初步的对策和建议。
[Abstract]:In recent years, the tourism industry in various parts of the country is in the ascendant, and the market competition is becoming increasingly fierce. The cultural tourism industry, which focuses on the protection and development of cultural heritage resources, has rapidly become a transformation of the local economic development mode. Promote the cultural industry to become a pillar industry of the national economy an important breakthrough. Culture is not only the first resource of tourism, but also the most important resource in shaping tourism image. To promote the integration of culture and tourism on a larger scale and on a higher level, and to create cultural tourism brands, is to enhance the attraction and appeal of cultural tourism industry. Influence, the root of competitiveness. The hometown of Wang Yuyang, Huantai County, is a famous historical and cultural town in the whole country, with a long history, a great number of cultural relics in the mirror, and rich cultural and historical resources, especially among the leaders of the literary world in the early Qing Dynasty. In 2009, Wang Yuyang's hometown protection and development project was officially launched. The project changed the original situation of simply protecting and restoring key cultural relics protection units in the work of protecting cultural heritage resources. The integration of the whole protection of the cultural heritage resources of Wang Yuyang's hometown and the development of the cultural tourism industry has promoted the transformation of the cultural heritage resources superiority to the cultural industry superiority, and the present project construction has achieved the stage results. However, with the opening of some scenic spots in the first phase of the protection and development project of Wang Yuyang's hometown and the deepening of the industrialization of cultural tourism, the protection of cultural heritage, the regionalization of cultural relics scenic spots, and the development of cultural products, Cultural tourism image transmission and other aspects are facing a severe test. From the market point of view, the effective implementation of the strategic management of Wang Yuyang's hometown cultural tourism brand is to give full play to the advantages of cultural resources with regional characteristics in Wang Yuyang's hometown scenic spot. Get rid of the "ancient town" cultural tourism identical, homogenized vortex, the best choice to stand out in the cultural tourism market. This article based on the synthesis of Wang Yuyang's hometown protection and development status, as well as the surrounding ancient city cultural tourism success experience, This paper comprehensively analyzes and evaluates the advantages, disadvantages, opportunities and threats of Wang Yuyang's hometown cultural tourism scenic spots, and puts forward the implementation strategies of Wang Yuyang's hometown cultural tourism brand positioning, image design and brand communication, and puts forward some preliminary countermeasures and suggestions.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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