文旅融合视域下城市品牌建设何以有为？——基于天津市4类23景的深度调研

What Makes City Branding Effective in the Context of Cultural-Tourism Integration?—An In-Depth Study Based on 23 Scenic Spots of 4 Categories in Tianjin

摘要: 在文旅深度融合与体验经济兴起的时代背景下，城市品牌建设已成为推动城市高质量发展、提升城市竞争力的关键抓手。天津市拥有丰富的历史文化资源和独特的城市风貌，但在“流量化”时代却屡屡面临“爆火”却难以“长红”的困境。研究立足天津市文旅产业发展现状，综合运用文献分析、问卷调查、案例比较与深度访谈等方法，对天津市涵盖历史文化、红色资源、工业遗产、现代娱乐等四大类别的23个典型景区进行了系统调研。研究发现，天津市文旅产业在快速发展中呈现出“资源孤岛”“体验瓶颈”“品牌失焦”“技术滞后”“反馈真空”“环境顽疾”六大核心问题，制约了城市品牌的整体效能。并进一步从主客体互动的视角，剖析了影响城市品牌建设的关键因素，并结合哈尔滨、西安、信阳等地的成功经验，从“产品 + 体验”“品牌 + 传播”“产业链条 + 平台”“产业生态 + 整合”四个维度，提出了构建以文化为内核、以体验为媒介、以品牌为标识的文旅融合发展新路径，为新时代天津塑造独具魅力的都市形象、实现文旅产业高质量发展提供理论参考与实践借鉴。

Abstract: Against the backdrop of deep cultural-tourism integration and the rise of the experience economy, city branding has become a key driver for promoting high-quality urban development and enhancing urban competitiveness. Tianjin possesses rich historical and cultural resources along with a unique urban landscape. However, in the current era of “flow economy,” the city frequently encounters the dilemma of becoming temporarily “viral” but struggling to achieve sustained popularity. This study examines the current state of Tianjin’s cultural tourism industry, employing literature analysis, questionnaires, case comparisons, and in-depth interviews to systematically investigate 23 typical scenic spots across four major categories: historical culture, red tourism resources, industrial heritage, and modern entertainment. The research identifies six core challenges hindering the overall effectiveness of Tianjin’s city branding during its rapid development: “resource islands,” “experience bottlenecks,” “brand defocusing,” “technological lag,” “feedback vacuum,” and “environmental problems.” From the perspective of subject-object interaction, the study further analyzes key factors influencing city brand building. Drawing on successful experiences from cities like Harbin, Xi’an, and Xinyang, it proposes a new path for integrated cultural-tourism development from four dimensions—“Product + Experience,” “Brand + Communication,” “Industry Chain + Platform,” and “Industry Ecology + Integration”—aiming to forge a development model with culture at its core, experience as its medium, and brand as its identity. The findings offer theoretical references and practical insights for shaping Tianjin’s unique metropolitan image and achieving high-quality development of its cultural tourism industry in the new era.