IP视角下沂蒙山云蒙景区旅游产品开发策略研究  

Research on Tourism Product Development Strategies of Yunmeng Scenic Spot of Yimeng Mountain from the IP Perspective

作　　者：郝君秋 赵阳[1] Hao Junqiu;ZhaoYang(Harbin University of Commerce,Harbin Heilongjiang 150028)

机构地区：[1]哈尔滨商业大学旅游烹饪学院,黑龙江哈尔滨150028

出　　处：《对外经贸》2020年第10期115-117,132,共4页FOREIGN ECONOMIC RELATIONS & TRADE

摘　　要：在旅游景区产品的开发中,“旅游+IP”作为一种跨界融合的新工具,以其独特性、渗透性和商业性成为丰富传统旅游景区产品层次、调整传统旅游景区旅游产业布局的重要抓手。沂蒙山云蒙景区作为典型的传统山地景区,陈列式旅游产品形式老化、旅游产品内容单一的刚性供给与游客日益增长的追求多样化、个性化旅游产品的需求的矛盾十分突出。因此,要加快云蒙景区的IP化进程,一方面,聚焦自有文化资源打造旅游IP,开发动态参与式文化旅游产品;另一方面吸引外部关联旅游IP集聚,打造云蒙景区的旅游产品链闭环,形成多IP叠加的综合性旅游产品集,进一步提升云蒙景区的旅游竞争力。In the development of tourism scenic spot products,"Tourism+IP",as a new tool of cross-border integration,has become an important starting point to enrich the product level of traditional tourism scenic spot and adjust the layout of tourism industry of traditional tourism scenic spot with its uniqueness,permeability and commerciality.As a typical traditional mountain scenic spot,Yunmeng scenic spot of Yimeng mountain has a prominent contradiction between the aging form of display tourism products and the rigid supply of single tourism products and the increasing demand of tourists for diversified and personalized tourism products.Therefore,it is necessary to accelerate the IP-based process of Yunmeng scenic spot.On the one hand,it should focus on its own cultural resources to create tourism IP and develop dynamic participatory cultural tourism products.On the other hand,it is necessary to attract externally related tourism IP clusters,create a closed loop of tourism product chain of Yunmeng scenic spot,form a comprehensive tourism product set with multiple IP superposition,and further enhance the tourism competitiveness of Yunmeng scenic spot.

关 键 词：IP 云蒙景区 旅游产品开发 

分 类 号：F592.7[经济管理—旅游管理]