Research On Cultural Travel Brand Design Of Grand Ruins Based On VRIO Analysis

Since 2008,the State Administration of Cultural Heritage has compiled the "Overall Plan for Cultural Relics Protection during the Eleventh Five-Year Plan" period,and has continuously increased capital investment and policy support for the integrated development of large heritage sites.As far as the site culture is concerned,spreading the unique historical stories and cultural essence behind the site and making the site "live" is an important topic for the industry to study next.Lingjiatan Site is located in Hanshan County,Ma’anshan City.It has a long and heavy historical background and cultural heritage resources,and the cultural tourism industry has great potential for development.Through field research,it was found that the Lingjiatan site had problems such as fuzzy brand image positioning and insufficient display of cultural relics at the site.Therefore,under the guidance of cultural and tourism integration theory and sustainable development theory,this article uses brand thinking to extract genes from Lingjiatan’s existing resources,and combines the VRIO model to analyze and propose a development path for the integration of cultural genes and tourism.This article is mainly divided into four parts: First,an overview of the integration of cultural and tourism in large sites,analyzing and summarizing the relationship between the brand and the VRIO model,and paving the way for the following article.Second,through field investigation and literature research,the main genes and attachment genes of the Lingjiatan cultural relics are sorted out.The content includes the morphological characteristics and symbolic meanings of the Lingjiatan site relics and cultural relics of the site;surrounding tourist attractions and Ma’anshan intangible cultural heritage.Third,based on the extracted genes of the Lingjiatan site,a VRIO strategy model for the Lingjiatan site brand under the background of cultural and tourism integration is proposed.Fourth,to systematically construct the brand image of cultural tourism at the Lingjiatan site in Ma’anshan City,and carry out innovative designs for brand positioning,brand visual identification systems,mascots,tourist souvenirs,APP,etc.,to create a Lingjiatan with regional characteristics Cultural tourism brand image and design verification.Finally,summarize the shortcomings and prospects,and provide reference and reference for the construction of cultural tourism brand of other major domestic sites.