互联网赋能下滕州“双圣之城”文旅IP打造与经济发展策略研究

Research on the Construction of Cultural Tourism IP and Economic Development Strategy of Tengzhou as the “City of Two Sages” Empowered by the Internet

摘要: 在数字经济与文旅融合深度推进的背景下，滕州依托“科圣”墨子、“工匠祖师”鲁班的独特文化资源，以互联网为核心赋能手段，探索历史文化名城文旅IP的打造路径与经济转化模式。本文结合国家“数字文旅”发展政策与滕州“一城一园一山一水”文旅品牌建设规划，通过分析滕州文旅发展中文化挖掘浅表化、IP传播力不足、游客引流效率低等现实难点，提出以互联网传播为核心的解决方案：借助电商平台流量聚合、社交媒体内容传播、智慧文旅平台服务升级等手段，强化“双圣之城”品牌认知，联动微山湖红荷湿地等景点形成全域旅游格局，最终实现游客量增长、文旅消费升级与地方经济可持续发展。

Abstract: Against the backdrop of in-depth integration of the digital economy and cultural tourism, Tengzhou, leveraging its unique cultural resources of Mozi, the “Sage of Science and Technology”, and Lu Ban, the “Founding Father of Craftsmen”, has explored the path of constructing cultural tourism IP for historical and cultural cities and the model of economic transformation with the Internet as the core enabling tool. Combined with the national “digital cultural tourism” development policy and Tengzhou government’s planning for building the cultural tourism brand of “One City, One Park, One Mountain, One Water”, this paper analyzes the practical difficulties in Tengzhou’s cultural tourism development, such as superficial cultural exploration, insufficient IP communication power, and low efficiency in tourist attractions. It then proposes Internet-centered solutions: strengthening the brand recognition of the “City of Two Sages” by means of traffic aggregation on e-commerce platforms, content dissemination on social media, and service upgrading of smart cultural tourism platforms; forming an integrated tourism pattern by linking attractions like Weishan Lake Red Lotus Wetland with other scenic spots; and ultimately achieving the growth of tourist arrivals, the upgrading of cultural tourism consumption, and the sustainable development of the local economy.