公共图书馆文旅营销的价值共创机理与路径探索  

Value Co-Creation Mechanism and Path Exploration of Cultural Tourism Marketing in Public Libraries

作　　者：李泽华 李雨昊 Li Zehua;Li Yuhao

机构地区：[1]山东大学儒家文明省部共建协同创新中心 [2]山东大学艺术学院

出　　处：《图书馆学研究》2025年第3期14-20,共7页Research on Library Science

基　　金：山东省社科规划研究青年项目“公共图书馆文旅融合数字化发展研究”(项目编号:24DTQJ01);山东省哲学社会科学青年人才团队项目“数字时代的传统文化安全风险与治理路径研究”(项目编号:2024-QNRC-86)的研究成果之一。

摘　　要：对于丰富与完善公共图书馆文旅融合理论而言,立足游客视角来探索公共图书馆文旅营销具有重要意义。基于价值共创理论,文章首先使用文献调研法论证公共图书馆文旅营销的价值共创机理,围绕价值共创的“价值”“共同”与“创造”核心理念,提出“围绕文化活化利用的价值共创-基于游客的共创主体耦合-扎根协同互动的共创行为”的公共图书馆文旅营销理念;其次分析公共图书馆文旅营销中所面临的价值共创问题;最后探索了公共图书馆文旅营销的价值共创路径。价值要义与游客情感的融凝深度较弱、游客参与度亟需强化,以及价值联动与营运模式有待夯实,是公共图书馆文旅营销的价值共创问题。提出公共图书馆要以文化与品牌定位双轮驱动为目标、游客要以特殊性和大众性游客的并置同行为主导、文旅企业要以宣传推广和畅通渠道并行为主线的价值共创营销路径。It is of great significance to explore the cultural tourism marketing of public libraries from the perspective of tourists in order to enrich and improve the theory of culture and tourism integration in public libraries.Based on the theory of value co-creation, this paper first uses the literature research method to demonstrate the value co-creation mechanism of public libraries' cultural tourism marketing.Focusing on the core concepts of value co-creation(value, common and creation),this paper proposes a cultural tourism marketing framework for public libraries: value co-creation centered on cultural activation and utilization, co-creation subjects based on the tourist collaboration, and rooted collaborative interactive co-creation behaviors.Secondly, it analyzes the value co-creation challenges faced by public libraries in cultural tourism marketing.Finally, it explores potential paths for value co-creation in this context.The challenges identified include: the need to strengthen the connection between core value elements and tourists' emotions, insufficient tourist participation, and underdeveloped value linkages and operation modes.Strategic paths are proposed: public libraries should adopt a dual-driven approach integrating culture and brand positioning;tourists should be categorized into niche and general tourists;cultural tourism enterprises should prioritize promotion and channel optimization as primary strategies.

关 键 词：公共图书馆 文旅融合 价值共创机理 营销路径 

分 类 号：G252[文化科学—图书馆学]