Urban Regional Brand Building Based On The Integration Of Culture And Tourism

In the context of integration of culture and tourism across the country,Zhejiang Province and Hangzhou city have implemented many integration practices.As these practices grow,the urban structure and industrial planning have been well structured,and Hangzhou has entered a new stage of improving the quality and efficacy of integration.But the construction of cultural tourism in southern Hangzhou and non-traditional core scenic spots has always been constrained by the low popularity and insufficient exposure.This design selects a characteristic urban area of the national cultural and creative center city,Hangzhou as a sample,and focuses on the urban micro-regions how to seize the opportunity,integrate into the overall development and solve the problem of urban regional brand building.Through current field study,I find that Chengxiang Street is currently rich in cultural tourism resources,but short for systematic planning.More importantly,there is no supporting cultural industries and cultural activities in this area.From the perspective of communication,this area has several issues to be solved including increasing the number of communication activities,developing communication demands and design a well-structured communication platform.Supported by the fruitful culture resources of Chengxiang Street,we are motivated to facilitate the start-up of waterfront leisure area,culture and creative space and specialty shopping street,and develop accompanying culture-related industries and special events.In the meanwhile,through the symbolic systems engineering,offline space construction engineering,online communication matrix engineering and old city protection engineering,we design and propose a systematic communication plan and keep an eye on the entire developing process.As a result,we expect that as the integration of culture and tourism goes,the Chengxiang Street can continuously benefit from branding and propagation,and take advantage of its cultural strengths to contribute to the construction of a modern city.