文旅融合背景下安徽红色文化网络传播的路径研究  

Research on the Path of Anhui Red Culture Network Communication under the Background of the Integration of Cultural and Tourism

作　　者：苗玉琪 MIAO Yuqi(Department of Social Management and Service,Hefei Preschool Education College,Hefei Anhui,230013,China)

机构地区：[1]合肥幼儿师范高等专科学校社会管理与服务系,安徽合肥230013

出　　处：《文化创新比较研究》2023年第21期120-124,共5页Comparative Study of Cultural Innovation

基　　金：2022年安徽省高等学校哲学社会科学研究重点项目“皖南古村落的具身旅游体验研究”(项目编号:2022AH052881)。

摘　　要：八皖大地上,红色史迹众多,红色文化底蕴深厚。在以文塑旅、以旅彰文的理念影响下,文化使旅游的品质得到提升,旅游使文化的传播更加广泛,而红色文化和红色旅游天然相融。该文在综述国内外研究现状的基础上,运用社会网络分析法进行文献调研,分析出安徽红色文化网络传播存在的主要问题:形式方面,社会环境的不确定性风险与挑战;内容方面,安徽红色文化品牌特色挖掘不够,文旅优势未充分释放;手段方面,高科技赋能的机遇与竞争。针对问题,进一步探索出文旅融合背景下安徽红色文化网络传播的发展路径:构建全要素的网络立体营销,助力安徽红色文化传播;借力公共文化服务内涵,促进文旅融合产业发展;创新网络传播模式,培养专业的红色文化传播人才。从而树立高度的文化自觉和文化自信,为全面建设新阶段现代化美好安徽提供精神动力与有力支撑。On the land of Eight Wan,there are numerous red historical sites and profound red cultural heritage.Under the influence of the concept of shaping tourism with culture and highlighting culture with tourism,culture enhances the quality of tourism,and tourism spreads culture more widely.Red culture and red tourism naturally blend together.On the basis of summarizing the current research status at home and abroad,this article uses social network analysis to conduct literature research and analyzes the main problems in the online dissemination of Anhui red culture.In terms of form,the uncertainty risks and challenges of the social environment.In terms of content,the exploration of Anhui's red cultural brand characteristics is insufficient,and the cultural and tourism advantages have not been fully unleashed.In terms of means,opportunities and competition empowered by high-tech.In response to the problem,further explore the development path of Anhui red culture online dissemination under the background of cultural and tourism integration:construct a comprehensive network three-dimensional marketing to assist in the dissemination of Anhui red culture;leveraging the connotation of public cultural services to promote the development of integrated cultural and tourism industries;innovate the online communication mode and cultivate professional red culture communication talents,in order to establish a high level of cultural consciousness and confidence,and provide spiritual motivation and strong support for the comprehensive construction of a new stage of modern and beautiful Anhui.

关 键 词：红色文化 文旅融合 网络传播 发展路径 立体营销 文化自信 

分 类 号：G127[文化科学]