中日对比视角下我国文旅宣传路径拓展研究

Research on the Expansion of China’s Cultural Tourism Promotion from the Perspective of Chine and Japan Comparison

摘要: 发展文旅产业，开拓文旅市场，提升文旅资源与品牌的知名度，需要大量的宣传工作。有效的文旅宣传路径，不仅需要不断创新现有的方式方法，也可以借鉴他国的相关经验。以日本为例，比较中日两国文旅宣传实践的异同表现，从中可以发现各具特色的宣传方式，也可以获得拓展现有宣传方式的新视角与思路。总体来说，中日对比视角下的研究结果表明，拓展文旅宣传路径，要重视突出自身特色以及创新宣传角度。为此，文旅宣传应努力增强宣传主体的力量，让更多的人真正参与其中。同时，又要注重以特色文旅资源与特色文旅服务来吸引游客。此外，设计并运用具有自身文化特色的文旅符号，创新数字融媒介的应用方向，同样是拓展文旅宣传路径的重要方面。

Abstract: Developing the cultural tourism industry, exploring the cultural tourism market, and enhancing the visibility of cultural tourism resources and brands require a lot of publicity work. An effective cultural tourism promotion path not only requires continuous innovation of existing methods, but also can draw on the relevant experiences of other countries. Taking Japan as an example, comparing the similarities and differences in cultural tourism promotion practices between China and Japan can reveal unique promotional methods and provide new perspectives and ideas for expanding existing promotional methods. Overall, the research results from a comparative perspective between China and Japan indicate that in expanding the path of cultural tourism promotion, emphasis should be placed on highlighting one’s own characteristics and innovating promotional perspectives. Therefore, cultural tourism promotion should strive to enhance the power of the propaganda subject and allow more people to truly participate. At the same time, attention should be paid to attracting tourists with distinctive cultural tourism resources and services. In addition, designing and applying cultural tourism symbols with their own cultural characteristics, innovating the application direction of digital integrated media, is also an important aspect of expanding the path of cultural tourism promotion.