文旅案例 | 城市品牌构建新路径：融合文旅趋势、塑造独特吸引力

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城市已从单纯的地理行政单位转变为具有独特个性和竞争力的“品牌”。一个成功的城市品牌不仅能够提升居民认同感与自豪感，更能成为吸引游客、人才和投资的强大磁石。特别是在文旅融合大趋势下，城市品牌建设已成为推动地方经济发展的关键引擎。

一、当代文旅消费趋势深度解析体验经济全面崛起：当下文旅消费已从“观光打卡”转向“深度体验”。游客不再满足于被动观看，而是渴望参与其中，获得独特的文化沉浸与情感共鸣。据统计，超过70%的旅行者将“获得独特体验”列为出行首要动机。年轻化与个性化需求凸显：Z世代逐渐成为文旅消费主力军，他们追求个性化、社交化和即时分享的旅行体验。小红书上关于“小众旅行地”的笔记同比增长超过300%，反映出年轻游客对差异化体验的强烈渴望。在地文化深度探寻：“在地性”成为文旅消费关键词。游客越来越关注目的地的原生文化、传统手工艺、本土美食和居民生活方式，渴望通过旅行获得对当地文化的深层理解。数字化体验融合：AR导航、VR历史重现、社交媒体即时分享等数字化手段已成为文旅体验的自然延伸。疫情后，“云旅游”也从权宜之计发展为文旅营销的常态组成部分。可持续旅行意识增强：环保、低碳、社区友好的旅行方式日益受重视。超过60%的旅行者表示愿意为环保型住宿和体验支付更高费用。

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、城市品牌系统构建路径第一阶段：核心价值挖掘与定位，深度文化基因解码：每个城市都有其独特的文化DNA。成功的品牌建设始于对城市历史脉络、人文精神和地域特质的深度挖掘。例如，西安紧扣“盛唐文化”，苏州深耕“江南园林生活”，成都塑造“安逸巴适”的生活哲学。差异化定位策略：在同类城市竞争中，必须找到独特的品牌定位。分析周边城市品牌空白点，结合自身资源优势，确定不可复制的品牌核心。例如，当多数海滨城市强调“阳光沙滩”时，青岛突出“帆船之都”与“啤酒文化”的独特组合。品牌叙事体系构建：将零散的文化元素整合为连贯、动人的品牌故事。这套叙事应贯穿城市宣传、旅游体验、产品设计等各个环节，形成统一而丰富的品牌认知。第二阶段：体验场景系统化设计，核心吸引物升级：对标志性景点进行体验式改造。故宫从传统博物馆转型为“文化超级IP”，通过文创产品、数字展览和互动活动，让古老文物“活”起来，吸引了年轻一代。沉浸式体验场景营造：打造多层次、多感官的沉浸式体验空间。例如，西安“长安十二时辰”主题街区还原唐市场景，游客可换装互动、品尝唐食、观看演艺，实现全方位文化沉浸。非传统空间价值挖掘：将菜市场、老街巷、旧工厂等日常生活空间转化为文旅体验场所。上海“愚园路”通过艺术装置、设计师店铺和社区活动，将普通街道打造为城市微旅行目的地。节庆活动品牌化：将传统节庆升级为品牌化、可持续的城市IP。潍坊国际风筝节不仅展示风筝文化，更衍生出设计大赛、主题旅游线路等多元产品，成为城市年度盛事。第三阶段：内容传播与品牌共鸣，短视频与社交内容策略：针对不同平台特性，生产差异化内容。抖音适合短平快的视觉冲击，B站适合深度文化解读，小红书适合体验攻略分享。例如，重庆通过短视频传播“8D魔幻城市”形象，成为年轻游客必打卡之地。用户生成内容（UGC）激励：设计激励机制，鼓励游客创造和分享内容。可发起主题挑战赛、设立最佳内容奖项，将游客转化为品牌传播者。淄博烧烤热潮中，大量游客自发生成的美食视频成为最有效的宣传。KOL与在地居民联动：邀请不同领域KOL体验城市不同侧面，同时挖掘“本地达人”——出租车司机、老街店主、手艺传承人等真实居民的故事，增强品牌可信度与温度。影视综艺植入创新：超越简单取景地展示，推动城市元素深度融入剧情与设定。电视剧《狂飙》带动江门旅游热潮，当地顺势推出“狂飙主题游线”，将影视流量有效转化为旅游客流。第四阶段：产业生态与品牌延伸，“文旅+”产业融合：推动文旅与农业、工业、体育、教育等跨领域融合。例如，莫干山将民宿与户外运动、自然教育结合，形成多元化体验集群。在地品牌孵化扶持：支持本地特色产品、手工艺和美食的品牌化发展。成都支持火锅、茶馆等本土餐饮品牌化，使其成为城市品牌的可体验、可消费载体。文创产品系统开发：开发具有设计感、故事性和实用性的城市文创产品。故宫文创年收入超15亿元，证明文创不仅是收入来源，更是品牌延伸和日常触达。第五阶段：数字孪生与智慧升级，城市数字孪生平台建设：整合城市文旅资源于统一数字平台，提供一站式服务。杭州“城市大脑”文旅系统可实时监测客流、推荐个性化路线、预警拥堵点。个性化智能推荐系统：基于游客偏好和行为数据，提供定制化体验推荐。例如，为历史爱好者推荐考古现场参观，为美食爱好者预约私房菜馆体验。虚实融合体验拓展：开发AR城市探索游戏、VR历史重现等数字体验产品，丰富游客的探索方式。广州推出“AR珠江夜游”，游客通过手机可见历史建筑原貌。

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、品牌知名度转化与引流策略线上线下流量闭环构建：线上内容引导至线下体验，线下体验激发线上分享，形成正向循环。设计具有“打卡属性”的体验点，自然激发社交媒体传播。目标市场精准触达：分析不同客群特征，制定差异化沟通策略。针对年轻客群突出新奇体验，针对家庭客群强调安全便利，针对银发群体侧重文化养生。淡旺季平衡策略：通过主题节庆、商务会展、特色课程等方式，填补传统淡季空缺。例如，哈尔滨夏季主打音乐节与避暑度假，平衡冰雪旅游的季性。在地社区参与激活：让居民成为品牌共建者。开展“城市体验师”计划，邀请居民设计并带领特色游线；支持社区自主举办小型文化市集，增强品牌真实性与活力。

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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