文旅融合背景下南宋宮廷文化品牌建設研究

摘要：在文旅融合的發(fā)展趨勢下，如何有效開發(fā)傳統(tǒng)優(yōu)秀文化遺產，提升城市吸引力與影響力是至關重要的。本文運用南宋宮廷文化為對象，以文旅融合為目標，進行品牌開發(fā)研究，提出其發(fā)展和建設思路，論證南宋宮廷美學在當下文旅融合市場中具備充分的競爭性和品牌價值。

關鍵詞：南宋宮廷文化；文旅融合；品牌建設

中圖分類號：F592.7； G124 文獻標識碼：A 文章編號：1400 （2022） 06-0094-04

Research on the Brand Building of the Court Culture of the Southern Song Dynasty under the Context of Culture-Tourism Integration

JIN Yun-zhou（Hangzhou Normal University， Hangzhou 310018， China）

Abstract： Under the development of culture-tourism integration， it is important to make effective use of brilliant traditional cultural heritage to promote the popularity and brand building of culture-tourism integrated brands. This paper carries out the brand development research concerning the court culture of the Southern Song Dynasty （1127-1279） with the culture-tourism integration as the target， to propose its development and construction ideas and demonstrate that the sufficient competitiveness and brand value of the Southern Song court aesthetics under the current culture-tourism integration market.

Key words： court culture of the Southern Song Dynasty； culture-tourism integration； brand building

近幾年來，以北京故宮為代表的宮廷文化展現出在文旅領域巨大的商業(yè)與傳播價值。（剩余4962字）