乡村旅游项目中文化IP构建策略和方法探究——以华润五丰农业观光园项目为例  

Research on Strategies and Methods of Cultural IP Construction in Rural Tourism Projects:Taking Huarun Wufeng Agricultural Tourism Park Project as an Example

作　　者：庄召建 梅青[2] Zhuang Zhaojian;Mei Qing

机构地区：[1]南京门道文化产业有限公司 [2]同济大学建筑与城市规划学院

出　　处：《建筑与文化》2021年第4期222-223,共2页Architecture & Culture

摘　　要：伴随我国乡村振兴的发展步伐,乡村游逐渐受到越来越多游客的青睐。但是目前乡村旅游的发展良莠不齐,存在着诸多问题,如何通过文旅、农旅相结合,注入新鲜活力从而助力乡村振兴,是乡村旅游发展中的一大难点。文章以乡村旅游项目中文化IP 的构建为研究对象,结合华润五丰农业观光园项目实践,分别从规划设计和旅游策划两个层面探讨文化IP 的构建策略和方法,以期对国内其他类型项目的建设提供一些解决思路。With the development of China's rural revitalization,rural tourism has gradually been favored by moreand more tourists. However, there are many problems in the development of rural tourism. How tocombine cultural tourism with agricultural tourism and inject fresh vitality to help rural revitalization isa major difficulty in the development of rural tourism. This paper takes the construction of cultural IPin rural tourism projects as the research object, and combines with the practice of Huarun WufengAgricultural Tourism Park project, to discuss the construction strategies and methods of cultural IPfrom the two levels of design planning and tourism planning, in order to provide some solutions to theconstruction of other types of projects in China.

关 键 词：乡村振兴 文化IP 农业观光园 旅游策划 

分 类 号：F592.7[经济管理—旅游管理] F327[经济管理—产业经济]