文旅融合背景下内蒙古那达慕品牌建设研究  

Research on the Brand Building of Nadam in Inner Mongolia under the Background of Cultural Tourism Integration

作　　者：朱亚成[1] ZHU Yacheng(School of Physical Education,Xizang Minzu University,Xianyang 712082,China)

机构地区：[1]西藏民族大学体育学院,陕西咸阳712082

出　　处：《内蒙古艺术学院学报》2025年第1期72-78,共7页Journal of Inner Mongolia Arts University

基　　金：2023年度国家社科基金西部项目“文体旅融合背景下藏族赛马节高质量发展研究”(项目编号:23XTY003);2024年度陕西省教育厅科学研究人文社科专项项目“数字技术赋能藏族赛马节保护传承的逻辑机理与创新路径研究”(项目编号:24JK0247)的阶段性研究成果。

摘　　要：文化和旅游深度融合为内蒙古那达慕品牌建设提供了广阔空间和无限可能。文旅融合背景下内蒙古那达慕品牌建设具有传承民族文化,彰显草原魅力;驱动经济发展,激活旅游市场;强化民族认同,促进团结和谐;塑造品牌形象,扩大地域影响等重大意义。但也面临着旅游设施不完善,影响游览体验;信息推广不到位,品牌知名度低;文化产品缺特色,难以满足需求;交通可达性不足,游客抵达困难等现实困境。鉴于此,提出完善旅游设施,提升体验品质;加大推广力度,增强品牌影响;挖掘文化特色,丰富产品内涵;优化交通网络,便捷游客往来等推进路径。The deep integration of culture and tourism provides vast space and infinite possibilities for theconstruction of Inner Mongolia's Nadam brand.Under the background of cultural and tourism integration,theconstruction of Inner Mongolia Nadam brand has the potential to inherit ethnic culture and showcase the charm of thegrasslands;Drive economic development and activate the tourism market;Strengthening ethnic identity andpromoting unity and harmony;Shaping brand image and expanding regional influence are of great significance.Butit also faces the problem of inadequate tourism facilities,which affects the travel experience;inadequate informationpromotion and low brand awareness;cultural products lack distinctive features and are difficult to meet demand;thereare practical difficulties such as insufficient transportation accessibility and difficulties for tourists to arrive.In viewof this,it is proposed to improve tourism facilities and enhance the quality of the experience;Intensify promotionefforts and enhance brand influence;Explore cultural characteristics and enrich product connotations;Optimise thetransportation network and facilitate the travel of tourists along the promotion path.

关 键 词：文旅融合 内蒙古那达慕 品牌建设 文旅品牌 

分 类 号：F592.7[经济管理—旅游管理]