文旅案例 | 城市品牌構(gòu)建新路徑：融合文旅趨勢、塑造獨特吸引力

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城市已從單純的地理行政單位轉(zhuǎn)變?yōu)榫哂歇毺貍€性和競爭力的“品牌”。一個成功的城市品牌不僅能夠提升居民認同感與自豪感，更能成為吸引游客、人才和投資的強大磁石。特別是在文旅融合大趨勢下，城市品牌建設(shè)已成為推動地方經(jīng)濟發(fā)展的關(guān)鍵引擎。

一、當代文旅消費趨勢深度解析體驗經(jīng)濟全面崛起：當下文旅消費已從“觀光打卡”轉(zhuǎn)向“深度體驗”。游客不再滿足于被動觀看，而是渴望參與其中，獲得獨特的文化沉浸與情感共鳴。據(jù)統(tǒng)計，超過70%的旅行者將“獲得獨特體驗”列為出行首要動機。年輕化與個性化需求凸顯：Z世代逐漸成為文旅消費主力軍，他們追求個性化、社交化和即時分享的旅行體驗。小紅書上關(guān)于“小眾旅行地”的筆記同比增長超過300%，反映出年輕游客對差異化體驗的強烈渴望。在地文化深度探尋：“在地性”成為文旅消費關(guān)鍵詞。游客越來越關(guān)注目的地的原生文化、傳統(tǒng)手工藝、本土美食和居民生活方式，渴望通過旅行獲得對當?shù)匚幕纳顚永斫狻?strong>數(shù)字化體驗融合：AR導(dǎo)航、VR歷史重現(xiàn)、社交媒體即時分享等數(shù)字化手段已成為文旅體驗的自然延伸。疫情后，“云旅游”也從權(quán)宜之計發(fā)展為文旅營銷的常態(tài)組成部分。可持續(xù)旅行意識增強：環(huán)保、低碳、社區(qū)友好的旅行方式日益受重視。超過60%的旅行者表示愿意為環(huán)保型住宿和體驗支付更高費用。

Cities have transformed from mere geographical administrative units into "brands" with unique personalities and competitiveness. A successful city brand can not only enhance residents' sense of identity and pride, but also become a powerful magnet for attracting tourists, talents and investment. Especially under the general trend of the integration of culture and tourism, the construction of urban brands has become a key engine for promoting local economic development.

I. In-depth Analysis of Contemporary Cultural and Tourism Consumption TrendsThe full rise of the experience economy: As cultural tourism consumption has shifted from "sightseeing and check-ins" to "in-depth experiences". Tourists are no longer content with passive viewing but are eager to participate and gain unique cultural immersion and emotional resonance. According to statistics, over 70% of travelers list "obtaining unique experiences" as their primary motivation for traveling. The demands for youthfulness and personalization are becoming more prominent: Generation Z is gradually becoming the main force in cultural and tourism consumption. They pursue personalized, socialized and instantly shareable travel experiences. The number of notes on "niche travel destinations" on Xiaohongshu has increased by more than 300% year-on-year, reflecting the strong desire of young tourists for differentiated experiences. In-depth exploration of local culture: "Locality" has become a key word in cultural and tourism consumption. Tourists are increasingly concerned about the original culture, traditional handicrafts, local cuisine and the lifestyle of the residents of their destinations, and are eager to gain a deep understanding of the local culture through travel. Digital experience integration: Digital means such as AR navigation, VR historical reproduction, and instant sharing on social media have become natural extensions of cultural and tourism experiences. After the pandemic, "cloud tourism" has evolved from a stopgap measure to a regular component of cultural and tourism marketing. The awareness of sustainable travel has been enhanced: Environmentally friendly, low-carbon and community-friendly travel methods are increasingly valued. More than 60% of travelers indicated that they were willing to pay a higher price for eco-friendly accommodation and experiences.

二、城市品牌系統(tǒng)構(gòu)建路徑第一階段：核心價值挖掘與定位，深度文化基因解碼：每個城市都有其獨特的文化DNA。成功的品牌建設(shè)始于對城市歷史脈絡(luò)、人文精神和地域特質(zhì)的深度挖掘。例如，西安緊扣“盛唐文化”，蘇州深耕“江南園林生活”，成都塑造“安逸巴適”的生活哲學(xué)。差異化定位策略：在同類城市競爭中，必須找到獨特的品牌定位。分析周邊城市品牌空白點，結(jié)合自身資源優(yōu)勢，確定不可復(fù)制的品牌核心。例如，當多數(shù)海濱城市強調(diào)“陽光沙灘”時，青島突出“帆船之都”與“啤酒文化”的獨特組合。品牌敘事體系構(gòu)建：將零散的文化元素整合為連貫、動人的品牌故事。這套敘事應(yīng)貫穿城市宣傳、旅游體驗、產(chǎn)品設(shè)計等各個環(huán)節(jié)，形成統(tǒng)一而豐富的品牌認知。第二階段：體驗場景系統(tǒng)化設(shè)計，核心吸引物升級：對標志性景點進行體驗式改造。故宮從傳統(tǒng)博物館轉(zhuǎn)型為“文化超級IP”，通過文創(chuàng)產(chǎn)品、數(shù)字展覽和互動活動，讓古老文物“活”起來，吸引了年輕一代。沉浸式體驗場景營造：打造多層次、多感官的沉浸式體驗空間。例如，西安“長安十二時辰”主題街區(qū)還原唐市場景，游客可換裝互動、品嘗唐食、觀看演藝，實現(xiàn)全方位文化沉浸。非傳統(tǒng)空間價值挖掘：將菜市場、老街巷、舊工廠等日常生活空間轉(zhuǎn)化為文旅體驗場所。上海“愚園路”通過藝術(shù)裝置、設(shè)計師店鋪和社區(qū)活動，將普通街道打造為城市微旅行目的地。節(jié)慶活動品牌化：將傳統(tǒng)節(jié)慶升級為品牌化、可持續(xù)的城市IP。濰坊國際風箏節(jié)不僅展示風箏文化，更衍生出設(shè)計大賽、主題旅游線路等多元產(chǎn)品，成為城市年度盛事。第三階段：內(nèi)容傳播與品牌共鳴，短視頻與社交內(nèi)容策略：針對不同平臺特性，生產(chǎn)差異化內(nèi)容。抖音適合短平快的視覺沖擊，B站適合深度文化解讀，小紅書適合體驗攻略分享。例如，重慶通過短視頻傳播“8D魔幻城市”形象，成為年輕游客必打卡之地。用戶生成內(nèi)容（UGC）激勵：設(shè)計激勵機制，鼓勵游客創(chuàng)造和分享內(nèi)容。可發(fā)起主題挑戰(zhàn)賽、設(shè)立最佳內(nèi)容獎項，將游客轉(zhuǎn)化為品牌傳播者。淄博燒烤熱潮中，大量游客自發(fā)生成的美食視頻成為最有效的宣傳。KOL與在地居民聯(lián)動：邀請不同領(lǐng)域KOL體驗城市不同側(cè)面，同時挖掘“本地達人”——出租車司機、老街店主、手藝傳承人等真實居民的故事，增強品牌可信度與溫度。影視綜藝植入創(chuàng)新：超越簡單取景地展示，推動城市元素深度融入劇情與設(shè)定。電視劇《狂飆》帶動江門旅游熱潮，當?shù)仨槃萃瞥觥翱耧j主題游線”，將影視流量有效轉(zhuǎn)化為旅游客流。第四階段：產(chǎn)業(yè)生態(tài)與品牌延伸，“文旅+”產(chǎn)業(yè)融合：推動文旅與農(nóng)業(yè)、工業(yè)、體育、教育等跨領(lǐng)域融合。例如，莫干山將民宿與戶外運動、自然教育結(jié)合，形成多元化體驗集群。在地品牌孵化扶持：支持本地特色產(chǎn)品、手工藝和美食的品牌化發(fā)展。成都支持火鍋、茶館等本土餐飲品牌化，使其成為城市品牌的可體驗、可消費載體。文創(chuàng)產(chǎn)品系統(tǒng)開發(fā)：開發(fā)具有設(shè)計感、故事性和實用性的城市文創(chuàng)產(chǎn)品。故宮文創(chuàng)年收入超15億元，證明文創(chuàng)不僅是收入來源，更是品牌延伸和日常觸達。第五階段：數(shù)字孿生與智慧升級，城市數(shù)字孿生平臺建設(shè)：整合城市文旅資源于統(tǒng)一數(shù)字平臺，提供一站式服務(wù)。杭州“城市大腦”文旅系統(tǒng)可實時監(jiān)測客流、推薦個性化路線、預(yù)警擁堵點。個性化智能推薦系統(tǒng)：基于游客偏好和行為數(shù)據(jù)，提供定制化體驗推薦。例如，為歷史愛好者推薦考古現(xiàn)場參觀，為美食愛好者預(yù)約私房菜館體驗。虛實融合體驗拓展：開發(fā)AR城市探索游戲、VR歷史重現(xiàn)等數(shù)字體驗產(chǎn)品，豐富游客的探索方式。廣州推出“AR珠江夜游”，游客通過手機可見歷史建筑原貌。

Ii. Path for Building a City Brand System

Phase One: Core Value Exploration and Positioning, In-depth Cultural Gene Decoding: Every city has its unique cultural DNA. Successful brand building begins with a deep exploration of a city's historical context, humanistic spirit and regional characteristics. For instance, Xi 'an closely adheres to the "culture of the prosperous Tang Dynasty", Suzhou delves deeply into the "garden life of Jiangnan", and Chengdu shapes a life philosophy of "ease and comfort". Differentiation positioning strategy: In the competition among similar cities, it is necessary to find a unique brand positioning. Analyze the brand blank spots in the surrounding cities, combine your own resource advantages, and determine an irreplicable brand core. For instance, while most coastal cities emphasize "sunshine and beaches", Qingdao highlights the unique combination of "Sailing capital" and "beer culture". Brand narrative system construction: Integrating scattered cultural elements into a coherent and touching brand story. This narrative should run through all aspects of urban promotion, tourism experience, product design, etc., to form a unified and rich brand recognition.

Phase Two: Systematic design of experience scenarios and upgrade of core attractions: Experiential transformation of iconic scenic spots. The Palace Museum has transformed from a traditional museum into a "cultural super IP". Through cultural and creative products, digital exhibitions and interactive activities, it has brought ancient cultural relics to life and attracted the younger generation. Immersive experience scene creation: Build multi-level and multi-sensory immersive experience Spaces. For instance, the "Twelve Hours of Chang 'an" themed street in Xi 'an recreates the scene of the Tang Dynasty market. Tourists can dress up and interact, taste Tang cuisine and watch performances, achieving a comprehensive cultural immersion. Exploring the value of non-traditional Spaces: Transforming daily living Spaces such as vegetable markets, old streets and alleys, and old factories into cultural and tourism experience venues. Shanghai's "Yuyuan Road" has transformed an ordinary street into a micro-travel destination for the city through art installations, designer shops and community activities. Branding of festival activities: Upgrading traditional festivals into branded and sustainable urban ips. The Weifang International Kite Festival not only showcases kite culture but also gives rise to a variety of products such as design competitions and theme tourism routes, becoming an annual grand event of the city.

Phase Three: Content Dissemination and Brand Resonance, Short Video and social Content Strategies: Produce differentiated content based on the characteristics of different platforms. Douyin is suitable for short, simple and quick visual impacts, Bilibili is suitable for in-depth cultural interpretations, and Xiaohongshu is suitable for sharing experience guides. For instance, Chongqing has been promoting its image as an "8D Magic City" through short videos and has become a must-visit destination for young tourists. User-generated Content (UGC) incentives: Design incentive mechanisms to encourage visitors to create and share content. Theme challenge competitions can be initiated and best content awards can be set up to transform visitors into brand promoters. During the barbecue craze in Zibo, a large number of food videos spontaneously generated by tourists have become the most effective form of promotion. Kols collaborating with local residents: Invite Kols from various fields to experience different aspects of the city, and at the same time, uncover the stories of "local influencers" such as taxi drivers, old street shopkeepers, and artisan inheritors, among other real residents, to enhance the brand's credibility and warmth. Innovation in the integration of film, television and variety shows: Going beyond the simple display of filming locations, promoting the in-depth integration of urban elements into plots and Settings. The TV drama "Mad Dash" has driven a tourism boom in Jiangmen. The local area has taken the opportunity to launch the "Mad Dash Theme Tour Route", effectively converting the traffic from the film and television into tourist flows.

Phase Four: Industrial Ecosystem and Brand Extension, "Culture and Tourism +" Industry Integration: Promote cross-field integration of culture and tourism with agriculture, industry, sports, education, etc. For instance, Moganshan combines homestays with outdoor sports and nature education to form a diversified experience cluster. Local brand incubation and support: Support the brand development of local characteristic products, handicrafts and delicacies. Chengdu supports the branding of local restaurants such as hot pot and tea houses, making them experiential and consumable carriers of the city's brand. Cultural and creative product system development: Develop urban cultural and creative products that are design-oriented, story-driven and practical. The annual revenue of the Palace Museum's cultural and creative products exceeds 1.5 billion yuan, proving that cultural and creative products are not only a source of income but also an extension of the brand and a daily reach.

三、品牌知名度轉(zhuǎn)化與引流策略線上線下流量閉環(huán)構(gòu)建：線上內(nèi)容引導(dǎo)至線下體驗，線下體驗激發(fā)線上分享，形成正向循環(huán)。設(shè)計具有“打卡屬性”的體驗點，自然激發(fā)社交媒體傳播。目標市場精準觸達：分析不同客群特征，制定差異化溝通策略。針對年輕客群突出新奇體驗，針對家庭客群強調(diào)安全便利，針對銀發(fā)群體側(cè)重文化養(yǎng)生。淡旺季平衡策略：通過主題節(jié)慶、商務(wù)會展、特色課程等方式，填補傳統(tǒng)淡季空缺。例如，哈爾濱夏季主打音樂節(jié)與避暑度假，平衡冰雪旅游的季性。在地社區(qū)參與激活：讓居民成為品牌共建者。開展“城市體驗師”計劃，邀請居民設(shè)計并帶領(lǐng)特色游線；支持社區(qū)自主舉辦小型文化市集，增強品牌真實性與活力。

Iii. Brand Awareness Conversion and Traffic Diversion Strategies

The construction of an online and offline traffic closed loop: Online content guides to offline experience, and offline experience stimulates online sharing, forming a positive cycle. Design experience points with "check-in attributes" to naturally stimulate social media dissemination. Precise target market reach: Analyze the characteristics of different customer groups and formulate differentiated communication strategies. For young customers, highlight novel experiences; for family customers, emphasize safety and convenience; and for the elderly, focus on cultural health preservation. Off-peak and peak season balance strategy: Fill the traditional off-season gap through theme festivals, business exhibitions, special courses and other means. For instance, in summer, Harbin focuses on music festivals and summer vacations to balance the seasonal nature of ice and snow tourism. Local community participation activation: Let residents become brand co-builders. Launch the "Urban Experience Master" program, inviting residents to design and lead distinctive tour routes; Support the community in independently holding small-scale cultural markets to enhance the authenticity and vitality of the brand.

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