全域景区化下塘栖古镇三维资源协同与数字化营销创新路径

Innovative Paths of Three-Dimensional Resource Synergy and Digital Marketing for Tangqi Ancient Town under All-for-One Scenic Area Development

摘要: 在全域旅游与数字文旅深度融合的背景下，产品同质化、数字化运营不足、生态–文化–产业协同程度不高等问题，成为制约江南古镇文旅高质量发展的关键因素。塘栖作为大运河沿线典型水乡古镇，依托全域景区化建设形成了较为完备的资源基础，但仍存在数字化营销体系不健全、沉浸式业态供给不足、资源整合与品牌化运营滞后、数字技术应用浅层化等现实短板。文章以生态–文化–产业三维协同为研究视角，采用实地调研、比较研究与案例分析，系统剖析塘栖古镇文旅发展现状及数字化营销瓶颈，从平台构建、内容打造、产品升级、精准运营及品牌重塑五方面提出创新路径，并完善基础支撑、协同治理、能力提升与可持续发展四大保障体系，推动塘栖古镇实现特色化、数字化转型，同时为大运河沿线同类古镇文旅协同发展提供参考。

Abstract: Against the backdrop of deep integration of all-for-one tourism and digital culture-tourism, problems such as product homogenization, inadequate digital operation, and low synergy between ecology, culture, and industry have become key factors restricting the high-quality development of culture-tourism in ancient towns in the south of the Yangtze River. As a typical ancient water town along the Grand Canal, Tangqi has built a relatively sound resource foundation through the construction of all-for-one scenic area development. However, it still suffers from practical shortcomings, including an incomplete digital marketing system, insufficient supply of immersive business formats, lagging resource integration and branded operation, and superficial application of digital technologies. From the perspective of the three-dimensional synergy of ecology, culture, and industry, this paper systematically analyzes the current culture-tourism development situation and digital marketing bottlenecks of Tangqi Ancient Town by means of field investigation, comparative research, and case analysis. It puts forward innovative paths from five aspects: platform construction, content creation, product upgrading, precise operation and brand remodeling, and improves four guarantee systems: basic support, collaborative governance, capacity improvement and sustainable development. This research aims to promote the characteristic and digital transformation of Tangqi Ancient Town, and provide a reference for the coordinated development of culture-tourism in similar ancient towns along the Grand Canal.