国际中文开源期刊平台

汉服文化在旅游景区文化化中的 应用路径研究 ——以西塘古镇为例

Research on the Application Path of Hanfu Culture in the Culture of Tourist Attractions —Taking Xitang ancient town for Example

管理前沿 / 2021,3(1)：20-31 / 2020-08-10 832 1069

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• 作者： 石张宇*      杨晟      江盈盈     
• 单位：

  浙江工商大学杭州商学院，杭州

• 关键词： 旅游景区；文化化；汉服文化；路径
• Tourist attractions; Culture; Hanfu culture; Path
• 摘要： 文旅融合与消费需求升级背景下，旅游景区文化化是旅游景区品质提升、增强吸引力的必由之路。汉服文化因契合文化强国和文化自信的发展理念是旅游景区文化内涵丰富的一种有效手段。西塘古镇在三月三、中秋节、西塘汉服文化周等节日活动中对汉服文化进行有效应用与深入探索，推动景区品质优化、流量激增、实现创收，基于汉服文化在景区也存在浅层应用、注重形式、体验不足、潜力未知等问题，提出多维深度植入汉服文化、打造汉服文化IP、延长汉服文化产业链等措施，以推动汉服文化在景区文化化中的应用，并为相关景区文化化提供参考借鉴。
• Under the background of cultural tourism integration and consumption demand upgrading, cultural tourism scenic spots is the only way to improve the quality of tourist attractions and enhance their attractiveness. Hanfu culture is an effective means to enrich the cultural connotation of tourist attractions because it is in line with the development concept of cultural power and cultural confidence. Xitang ancient town carries out effective application and in-depth exploration of Hanfu culture in the festival activities such as March 3, Mid Autumn Festival and Xitang Hanfu culture week, so as to promote the quality optimization, traffic surge and income generation of the scenic spot. Based on the problems of shallow application, focus on form, insufficient experience and unknown potential of Hanfu culture in the scenic area, this paper puts forward the multi-dimensional and deep implantation of Hanfu culture and the creation of Hanfu culture P. In order to promote the application of Hanfu culture in scenic spots, and to provide reference for the related scenic spots culture.
• DOI： https://doi.org/10.35534/fm.0301002
• 引用： 石张宇，杨晟，江盈盈．汉服文化在旅游景区文化化中的应用路径研究——以西塘古镇为例［J］． 管理前沿，2021，3（1）：20-31． https://doi.org/10.35534/fm.0301002