符号经济时代旅游资源品牌建设与意义维护的深度思考——以香格里拉为例  

Symbol Economy Tourism Resources Brands Construction and Maintenance of Deep Thinking——A Case Study of Shangri-La

作　　者：杨骏[1,2] YANG-Jun(The School of Earth and Resources, Chang＇an University, Xi＇an 710054, China Chang ＇an Cultural Industry Research Center, Xi＇an 710061, China)

机构地区：[1]长安大学地球科学与资源学院,陕西西安710054 [2]长安文化产业研究中心,陕西西安710061

出　　处：《郧阳师范高等专科学校学报》2016年第4期77-82,共6页Journal of Yunyang Teachers College

基　　金：教育部规划基金项目"西部地区政府主导型文化管理模式建构研究"(10YJA630098);长安大学中央高校基本科研业务费专项资金项目"现代文化市场体系与文化治理研究2014G6111004"

摘　　要：以符号经济时代的消费特征作为旅游资源品牌建设与意义维护的研究背景,揭示了品牌之所以打动人心背后的心理学动因。以早期品牌运作极为成功的云南香格里拉为例,深入分析了该地域文化特质如何转化为符号价值形成文化资本进而确立世界旅游品牌的过程。并运用分析心理学中的原型理论解释了香格里拉品牌背后蕴含的原型意义与核心价值,以期对后续旅游资源地品牌建设与意义维护起到一定的指导作用。文章更深层的目的在于希望通过对香格里拉品牌核心意义的解读引发对旅游业发展的新思考,以及在符号经济时代中除了发展旅游以外是否还有其它更高的形式来实现可持续发展的目标。Under the background of symbol consumption,the article researches on tourism resources brand construction and maintenance,analyzes of the reason that a brand heartstrings contains profound psychological thought.With early successful case Shangri-la tourism brand as an example,the article in-depth analysis the whole process that how regional culture traits changes into cultural capital and then a world-class tourism brand.On the basis of these,the article using the prototype theory analyzes the Shangri-La brand prototype meaning,hoping on has a certain reference value to subsequent tourism source the brand construction.The article＇s deeper purpose is that through reading the Shangri-La brand core values to rethinking about China＇s tourism development prospect and in the new international economic relations,China actually chooses what kind of development mode is likely to achieve the goals of sustainable development.

关 键 词：符号经济 品牌建设 香格里拉 原型理论 

分 类 号：F590[经济管理—旅游管理]