“尔滨”出圈背后的城市文化形象建构  

The Construction of City’s Cultural Image Behind the Tourism Boom of Harbin

作　　者：任意 REN Yi(Tianjin College of Commerce,Tianjin 300350)

机构地区：[1]天津商务职业学院,天津300350

出　　处：《天津商务职业学院学报》2024年第1期59-66,共8页Journal of Tianjin College of Commerce

基　　金：2023年度中国陶行知研究会“十四五”规划“职业教育”专项课题“非遗文化与高职美育融合发展的模式研究”(课题编号ztzj200440011)的阶段性研究成果。

摘　　要：文旅融合发展不仅能带动城市经济发展,也为城市文化形象的建构创造了新的机遇。本文以哈尔滨冰雪旅游走红为研究案例,分析其背后的原因主要有政府顶层设计,提供服务保障;突出城市特质,提升文化体验;满足游客诉求,拉近心理距离;多元渠道传播,助推群体狂欢。同时,研究还发现其走红背后面临可持续发展的挑战,存在文旅融合深度不够等问题,而“造梗”“用梗”时也潜藏着舆论隐患。基于此,本文提出文旅融合背景下建构城市文化形象的路径:一是树立城市文化符号,打造立体城市名片;二是培育特色文旅品牌,提升城市文化体验;三是使用多元宣传方式,选择“年轻化”表达策略。The integrated development of culture and tourism can not only drive the city's economic development,but also create new opportunities for the construction of the city's cultural image.This article takes the popularity of ice and snow tourism in Harbin as a research case,and analyzes the main reasons behind it,which are providing service guarantee by top-level design of the government;highlighting the city's qualities and enhancing the cultural experience;meeting the tourists'demands and bringing them closer to the psychological distance;spreading through diversified channels and boosting the group revelry.At the same time,research has also found that behind its popularity,it faces challenges to sustainable development,such as insufficient depth of cultural and tourism integration,and there are hidden public opinion risks when creating and using memes.Based on this,this article proposes a path to construct city’s cultural image under the background of cultural and tourism integration:firstly,to establish unique symbols of the city and create a three-dimensional city business card;Secondly,cultivate distinctive cultural and tourism brands to enhance the city’s cultural experience;The third is to use diverse promotional methods and choose a"youthful"expression strategy.

关 键 词：哈尔滨 旅游热 文旅融合 城市文化形象 传播 

分 类 号：G206[文化科学—传播学]