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在文旅融合的发展趋势下,实施品牌发展战略,塑造景区文化品牌是旅游景区可持续发展的重要步骤。景区文化品牌是一个旅游景区的核心竞争力。许多旅游景区已经认识到品牌构建对自身发展的重要作用,纷纷把打造文化旅游品牌作为其发展战略。天上王城景区作为山东沂水县新兴旅游景区,文化资源是其有待开发的优势,也是品牌构建的基础。借助考古发现事件,景区知名度、影响力得到了大大提升。结合当前文旅融合发展趋势,如何利用其历史文化资源优势,提升景区文化品牌,这是天上王城景区以及国内诸多景区现在面临的挑战。
Under the development trend of the integration of culture and tourism, the implementation of brand development strategy and the shaping of cultural brand of scenic spots are important steps in the sustainable development of tourist attractions. Scenic cultural brand is a core competitiveness of tourist attractions. Many tourist attractions have recognized that brand building plays an important role in their own development and that they have taken the building of a cultural tourism brand as their development strategy. Wangcheng scenic spots as Yishui County, Shandong Province emerging tourist attractions, cultural resources is its pending development advantages, but also the foundation of brand building. With the discovery of archeological events, scenic spot popularity and influence have been greatly enhanced. Combined with the current development trend of the combination of the text and travel, how to use its advantages of historical and cultural resources to enhance the cultural brand of scenic spots, which is the king of heaven scenic area and many scenic spots now facing the challenge.