Z时代背景下数字平台推动地方旅游IP打造的路径与营销策略探索——以苏州“荷花市集”为例

Exploration of the Paths and Marketing Strategies for Building Local Tourism IPs by Digital Platforms in the Z Generation Era—A Case Study of “Lotus Market” in Suzhou

摘要: 数字平台赋能地方旅游IP的过程中，文化价值挖掘不足限制了IP的长效发展。本文以苏州“荷花市集”为例，基于AISAS-叙事理论框架，分析其在社交媒体上传播的问题与成因。研究发现，受消费主义、算法逻辑、媒介快节奏的影响，当前IP生产呈现出叙事去主体化、物品符号化、内容单一化及地方文化特色消解的趋势，导致受众行为也仅停留在感兴趣层面难以对内容产生深度共情。据此，本文提出“工具聚合，符号构建，价值共创”的发展路径来试图提供操作性指引，旨在驱动地方IP从商业推广到价值共创。

Abstract: In the process of empowering local tourism IPs through digital platforms, insufficient exploration of cultural value has limited the long-term development of these IPs. This paper takes the Suzhou “Lotus Market” as an example and analyzes its problems and causes of dissemination on social media based on the AISAS-narrative theory framework. The study finds that, influenced by consumerism, algorithmic logic, and the fast pace of media, current IP production exhibits trends of narrative de-subjectification, object symbolization, content homogenization, and the erosion of local cultural characteristics. This results in audience behavior remaining merely at the level of interest, making it difficult to generate deep empathy for the content. Accordingly, this paper proposes a development path of “tool aggregation, symbol construction, and value co-creation” to provide operational guidance, aiming to drive local IP from commercial promotion to value co-creation.