基于旅游博客的历史文化街区品牌构建——以武汉市昙华林为例  

The brand building of historical cultural blocks based on travel blog: A case study of Tai Hualin in Wuhan

作　　者：乔花芳[1] 刘芮彤 王晓芳[1] 

机构地区：[1]华中师范大学城市与环境科学学院

出　　处：《旅游研究》2015年第4期54-61,共8页Tourism Research

摘　　要：城市旅游热带动了历史文化街区的品牌化发展。街区的品牌化通过品牌构建来实现,是指在分析街区现状和游客感知的基础上,提取最具代表性特征,将其抽象化为品牌来借代街区。以武汉市昙华林为例,通过旅游博客获取最真实的游客感知。调查发现,昙华林的核心价值是武汉文艺体验,因此,可将汉味建筑和艺术产业的文艺组合符号化,以构建"昙华林"品牌,吸引国内外游客。City tourism booming promotes the brand development of historical and cultural blocks, which will be accomplished by brand building. Brand building is to analyze the present situation and tourist perception, capture and abstract the most representative features, and use the abstractness as brand to represent historical and cultural blocks. For example, Tan Hualin in Wuhan, whose brand will be built on the most real tourist perception, through the travel blog analysis. Travel blog analysis results show that experience of literature and art can represent the core value feature of Tan Hualin. Therefore, the combination of characteristic local buildings and art industries will be symbolized to construct the brand ＂Epiphyllum Art Land＂, attracting domestic and foreign tourists.

关 键 词：历史文化街区 品牌构建 游客感知 昙华林 旅游博客 

分 类 号：F592.7[经济管理—旅游管理]