文旅融合视域下洛阳文旅IP形象的塑造与推广  

Shaping and Promotion of Luoyang Cultural Tourism IP Image from the Perspective of Cultural Tourism Integration

作　　者：施颖倩 刘梦琪 周代芳[1] SHI Yingqian;LIU Mengqi;ZHOU Daifang(Academy of Arts,Jingchu University of Technology,Jingmen,Hubei Province,448000 China)

机构地区：[1]荆楚理工学院艺术学院,湖北荆门448000

出　　处：《科技资讯》2021年第24期185-186,190,共3页Science & Technology Information

基　　金：2021年湖北省大学生创新创业训练计划项目阶段性成果《洛阳文旅IP形象设计及应用》(项目编号:S202111336045);荆楚理工学院2021年校级科研项目阶段性成果《融媒体时代红色旅游的营销传播研究》(项目编号:YB202102)。

摘　　要：洛阳是具有丰富文化元素符号的文化旅游名城。文旅融合视域下,打造具备洛阳城市文化的专属文旅IP形象,能有力塑造洛阳城市品牌。洛阳牡丹极具观赏价值、象征价值和经济价值,因而形成了具有浓厚底蕴的牡丹文化。以牡丹为主要设计元素,结合洛阳其他文化符号,绘制具有形象化、表情化、拟人性特点的洛阳文旅IP形象,并通过塑造引爆点、建立粉丝社群和开发文化衍生品等形式,进行全方位的IP形象推广,提升洛阳城市的品牌价值与社会经济效益。Luoyang is a famous cultural tourism city with rich cultural elements and symbols.From the perspective of cultural tourism integration,creating an exclusive cultural tourism IP image with Luoyang urban culture can effectively shape Luoyang urban brand.Luoyang peony has great ornamental value,symbolic value and economic value,thus forming a peony culture with a strong heritage.With peony as the main design element,combined with Luoyang’s other cultural symbols,the image of Luoyang Cultural Tourism IP with the characteristics of visualization,expression and anthropomorphism is drawn,and it is carried out by shaping the tipping point,establishing a fan community and developing cultural derivatives.All-round IP image promotion will enhance the brand value and social and economic benefits of Luoyang City.

关 键 词：IP形象 文旅融合 洛阳文旅 牡丹文化 

分 类 号：G12[文化科学]