文旅融合视角下历史文化名城旅游形象的塑造——以宁波为例  

The Shaping of Tourism Image of Historic and Cultural Cities from the Perspective of Integration of Culture and Tourism——A Case Study of Ningbo

作　　者：丁春文[1] DING Chun-wen(Zhejiang Business and Technology Institute,Ningbo 315012,China)

机构地区：[1]浙江工商职业技术学院

出　　处：《陕西学前师范学院学报》2019年第9期126-132,共7页Journal of Shaanxi Xueqian Normal University

基　　金：宁波市科技局软科学项目(2017A10080)

摘　　要：作为国家历史文化名城,宁波城市旅游形象自我定位一直不断演变;公众对宁波国家历史文化名城的形象认知存在的偏差,既和宁波城市现有地位不匹配,也和宁波历史文化名城称号不相符。宁波在塑造历史文化名城旅游形象的过程中,存在资源载体建设、形象构架、传播等方面的问题。在文旅融合的新时代,宁波要以文化建设为核心,以文促旅、特色彰旅,创新载体、整合营销,通过开发地方传统文化旅游线路、区域特色文化旅游产品,合力塑造城市旅游新形象。As a national historic and cultural city,Ningbo's self-positioning of tourism image has been constantly evolving;public perception of the image of Ningbo's national historical and cultural city is not compatible with the existing status of Ningbo city,neither with the title of Ningbo's historical and cultural city.In shaping the tourism image of famous historic and cultural city in Ningbo,there are problems in the construction of resource carriers,image structure and dissemination.In the new era of integration of culture and tourism,Ningbo should take cultural construction as the core,promote tourism with culture and characteristics,innovate carriers and integrate marketing.Through the development of local traditional cultural tourism routes and regional cultural tourism products,Ningbo should jointly shape a new image of urban tourism.

关 键 词：文旅融合 历史文化名城 城市旅游形象 宁波 

分 类 号：F592.3[经济管理—旅游管理]