Traditional Culture Encyclopedia - Travel guide - How does the ancient town build cultural IP into a cultural brand?
How does the ancient town build cultural IP into a cultural brand?
1. Have clear main objectives
The ancient town determines the target group of cultural IP based on factors such as tourist age, gender, education, points of interest, etc., and formulates price policies to attract new groups, such as From the operating model, it can be divided into natural experience model ancient towns, comprehensive tourism ancient towns, creative ancient towns, in-situ restoration model ancient towns, etc.; from the age level of consumers, it can be divided into senior tours, parent-child tours, couples tours, etc.; from the theme level, it can be divided into Recreation, cultural experience, technology, historical research, etc. It is necessary to have a clear judgment on the main target development of ancient town scenic spots and the level of IP tourism investment.
2. The ecological extension of the tourism industry of ancient town cultural IP
IP must be integrated with the culture of local surrounding ancient towns and must be tied to the interests of local residents. In other words, this IP must be implanted deep into the lives of the residents of the ancient town. Know how to take advantage of the unique geographical advantages of the ancient town to create local characteristic tourism products, recreational facilities and peripheral commodities, and ultimately realize the development of the industrial chain. In the process of project advancement, through the implementation of creative hot-spot projects, the ancient town's positioning has been determined and the core attraction of the ancient town has been created. With the core attraction, there is market orientation, and then through precise promotion and customized marketing, the niche can lead the public and the region can lead the overall situation.
3. Based on local cultural undertakings, create a tourism IP brand image
In the context of the upgrading of tourism consumption, with the help of the "tourism +" integration and driving role, the ancient town's traditional cultural handicrafts and Traditional technology to create a tourism IP brand image. Strengthen the protection of traditional cultural heritage and realize the personification of the cultural brand of ancient towns through the development of traditional handicraft cultural products. By fully tapping the potential advantages of local culture, enterprises, residents, attractions and other factors, we can create ancient town tourism cultural IP and promote the transformation and upgrading of local industries. 4. Innovate the development model and learn to apply it flexibly
After the ancient town model is basically completed, it does not directly determine that the future development model of the ancient town will remain unchanged. Faced with the upgrading of network technology and the low tourist flow in ancient towns, the development of ancient towns has They should have innovative thinking and make timely updates in the original cultural industry, operation model, publicity and promotion, etc. At this moment, the cultural IP of ancient towns is no longer "cultural renaissance", but "cultural re-engineering". Only by learning to learn from and absorb the outstanding achievements of others and make up for one's own shortcomings can the ancient town remain invincible.
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