AIGC赋能城市文化营销机制研究——以广州“四大文化”为例

A Study on the Mechanism of AIGC-Empowered Urban Cultural Marketing—Taking Guangzhou’s “Four Major Cultures” as an Example

摘要: 目的：在文旅融合与数字经济深度交织的背景下，生成式人工智能为城市文化营销提供了新的技术路径，但现有研究对其赋能机制与伴生风险的探讨仍不充分。本文旨在揭示AIGC在不同类型城市文化营销中的作用机制及其差异化特征。方法：以广州“四大文化”为案例对象，基于政策文本、项目公开资料、运营方新媒体内容、媒体报道与行业研究资料，采用探索性多案例比较与编码分析方法；同时将“文化认知门槛”和“文化结构特征”操作化为可观察指标，以提升案例分类过程的透明度与可复核性。结果：研究发现，AIGC通过“内容供给能力提升–用户体验感知增强–传播触达效率优化”三条路径影响城市文化营销效能。不同文化类型在核心驱动机制上呈现分化：岭南文化以供给侧效率驱动下的规模化触达为主，海丝文化以体验感知增益为主，红色文化体现为情感与真实性的双元平衡，创新文化则依赖算法匹配赋能。结论：基于案例比较发现，AIGC的赋能效果表现出文化情境依赖性，城市营销决策者需依据文化属性“因类制宜”地选择技术应用策略，并审慎处理技术效率、文化真实性与外部适用边界之间的关系。

Abstract: Purpose: Against the backdrop of the deep integration of culture, tourism, and the digital economy, generative artificial intelligence provides new technical pathways for urban cultural marketing. However, existing research has not sufficiently examined its empowerment mechanisms and associated risks. This paper aims to reveal the mechanisms and differentiated characteristics of AIGC in different types of urban cultural marketing. Method: Taking Guangzhou’s “Four Major Cultures” as case objects, this paper adopts an exploratory multi-case comparison and coding analysis method based on policy texts, public project materials, operators’ social media content, media reports, and industry research materials. Meanwhile, the two dimensions of “cultural cognitive threshold” and “cultural structural characteristics” are operationalized into observable indicators to improve the transparency and verifiability of the case classification process. Result: The findings indicate that AIGC influences the effectiveness of urban cultural marketing mainly through three paths: enhancing content supply capacity, strengthening user experience perception, and optimizing communication reach efficiency. Different cultural types exhibit differentiated core driving mechanisms: Lingnan culture is mainly driven by scaled reach under supply-side efficiency, Maritime Silk Road culture by experience perception enhancement, red culture by a dual balance between emotion and authenticity, and innovation culture by algorithm matching empowerment. Conclusion: Based on case comparison, the study finds that the empowerment effects of AIGC show cultural context dependency. Urban marketing decision-makers should select technology application strategies according to cultural attributes and prudently address the relationships among technological efficiency, cultural authenticity, and external applicability boundaries.