具身传播视角下万岁山武侠城品牌形象建构研究

Research on Brand Image Construction of Wansui Mountain Martial Arts City from the Perspective of Embodied Communication

摘要: 在体验经济与文旅融合双重驱动下，文旅品牌形象建构已从“符号输出”转向“具身共创”。本文以万岁山武侠城为研究对象，基于具身传播理论多模态感知框架，系统分析其通过感官沉浸、交互设计、符号转译实现“武侠江湖”品牌形象建构的路径。研究发现，景区以“身体在场”为核心，通过视觉、听觉、味觉协同形成认知锚点，依托互动仪式构建情感联结，借助符号转译完成价值升华，以动态平衡维持品牌生命力。该实践为文旅品牌将抽象文化符号转化为具身体验提供了本土范式，也为具身传播理论在文化场域的应用提供了实证支撑。

Abstract: Driven by the dual forces of the experience economy and cultural-tourism integration, the construction of cultural tourism brand image has evolved from “symbolic export” to “embodied co-creation”. This study examines Wansui Mountain Martial Arts City, employing the multimodal perception framework of embodied communication theory to systematically analyze its approach to building the “Wuxia Jianghu” brand image through sensory immersion, interactive design, and symbolic translation. The research reveals that the scenic area maintains “physical presence” as its core strategy, forming cognitive anchors through coordinated visual, auditory, and gustatory experiences. By constructing emotional connections through interactive rituals and elevating values through symbolic translation, it sustains brand vitality through dynamic equilibrium. This practice provides a localized paradigm for transforming abstract cultural symbols into embodied experiences in cultural tourism branding, while offering empirical support for applying embodied communication theory in cultural domains.