文旅融合背景下城市特色文化品牌塑造策略——以连云港市为例  

On Urban Characteristic Culture Shaping Strategy under the Background of the Integration of Cultural and Tourism--Taking Lianyungang City as an Example

作　　者：徐伟[1] 刘思宏 朱春江[3] 张蕴[4] XU Wei;LIU Sihong;ZHU Chunjiang;ZHANG Yun(School of Liberal Arts,Lianyungang Normal College,Lianyungang 222006,China;College of Elementary Education,Capital Normal University,Beijing 100037,China;School of Public Administration,Lianyungang Technical College,Lianyungang 222000,China;School of Marxism,Lianyungang Technical College,Lianyungang 222000,China)

机构地区：[1]连云港师范高等专科学校文学院,江苏连云港222006 [2]首都师范大学初等教育学院,北京100037 [3]连云港职业技术学院公共管理学院,江苏连云港222000 [4]连云港职业技术学院马克思主义学院,江苏连云港222000

出　　处：《连云港师范高等专科学校学报》2024年第1期1-5,共5页Journal of Lianyungang Normal College

基　　金：江苏省高校哲学社会科学研究一般项目“文旅融合背景下城市特色文化品牌塑造研究”(项目编号:2023SJYB1871);江苏省职业教育课程思政示范课程项目“大学生就业与创业指导”(项目编号:79);连云港市第六期“521高层次人才培养工程”项目“文旅融合背景下城市文化品牌塑造与传播研究——以连云港市为例”(项目编号:LYG521-6-3-859)。

摘　　要：特色文化作为城市的“软实力”,已经成为城市竞争成功的要素,也是打造城市品牌的核心要素。在文旅融合背景下,城市旅游业的发展一方面要结合自身特有的历史文化积淀,形成独特的城市气质和文化符号,并依托文旅资源推进城市品牌化建设;另一方面要深化与地域特色文化、文化创意产业的融合,挖掘特色文化资源和文化内涵,塑造特色文化旅游品牌,以满足人们对个性化和多元化旅游产品的需求。As the “soft power”of the city,the characteristic culture of the city has become the successful factors of urban competition and the core force of the formation of the city’s brands. Under the background of the integration of cultural and tourism,this paper analyzes that the development of urban tourism,on the one hand,should combine its own unique historical and cultural accumulation to form a unique urban temperament and characteristic cultural symbols,and rely on cultural and tourism resources to promote the construction of urban branding. On the other hand,it is necessary to deepen the integration with regional characteristic culture and cultural and creative industries,to excavate characteristic cultural resources and cultural connotations,and to create influential characteristic cultural tourism brands,so as to achieve“cultural and tourism integration”and“urban characteristic culture”to meet people’s demand for personalized and diversified tourism products.

关 键 词：文旅融合 特色文化 策略 连云港 

分 类 号：F592.7[经济管理—旅游管理] G852[经济管理—产业经济]