新时代旅游审视:文化赋能、品牌塑造与高质量发展

随着新时代人民美好生活需要向往与日俱增,实现旅游高质量内涵式发展成为急需突破的产业升级问题。基于此,本文以文化旅游融合发展观为视角,探索了新时代旅游产业利用文化资源禀赋塑造品牌形象实现高质量发展的科学机制。根据企业管理人员、导游、讲解员、民宿业主以及研究学者的深度访谈调研数据,进行了实证分析探索。研究发现,文化赋能和供给侧模式能正向影响旅游产业的品牌塑造,并通过品牌塑造的中介作用正向影响旅游产业的高质量发展;以需求侧为导向的文化赋能更具效能,而以供给侧为导向的品牌塑造则更易形成。因此,新时代的旅游产业需要合理应用供给侧与需求侧路径,引导文化赋能与品牌塑造过程,进而实现高质量发展。

Tourism Review in New Era:Culture Empowerment,Brand Building,High-Quality Development

With the increasing demands and yearnings for a better life in the new era,it has become an urgent industry update problem needs to be addressed for the realization of high-quality and content-type development in tourism.Based on this,taking the integrated development concept of culture and tourism as the perspective,the study has explored the scientific mechanism for the tourism industry to build brand image by the cultural resources empowerment and achieve the high-quality development in the new era.It carried out the empirical analysis and exploration according to the data of deep interviews and investigations on the enterprise management staff,tour guides,commentators,B&B owners and researchers.It is found that cultural empowerment and supply-side model can affect the brand building of tourism industry positively,and also positively affects the high-quality development of tourism industry through the intermediary effect built by the brand building.The culture empowerment oriented by the demand side will be more effective,while brand building oriented by the supply side will be easier to be established.The tourism of new era should reasonably apply the supply-side and demand-side routes,and lead the process of culture empowerment and brand building,thus achieving a high quality development.