Research On The Influence Of Cultural IP On The Image Shaping Of Theme Parks

Cultural IP is a cultural symbol created by theme parks according to their own characteristics and cultural connotations to display their own image.IP is the abbreviation of intellectual property.With the empowerment of cultural IP,theme parks can be differentiated from others,which give theme parks continuous competitiveness in market.In recent years,the competition in the theme park market has intensified.Having a high value cultural IP will bring great advantages to the development of the theme park.The future industry competition of the theme park will focus on cultural IP.It is of great practical significance for the future development of theme parks to enhance the image recognition of theme parks through the shaping of cultural IP.This thesis takes cultural IP as the starting point,synthesizes the research on cultural IP and theme parks at home and abroad,draws on the successful experience and shortcomings of cultural IP in promoting the image of excellent theme parks at home and abroad,conducts empirical research on Zhuhai Chimelong Ocean Kingdom through questionnaire survey,analyzes the influencing factors of cultural IP on the image shaping of theme parks,and puts forward suggestions for cultural IP to promote the image of theme parks: Firstly,through building characteristic cultural IP to make theme parks distinctive;constructs the story system of cultural IP to enrich the connotation of cultural IP;optimizes cultural IP product design;strengthens publicity in order to improve the external image of the theme park.Secondly,cultural IP should be integrated into Chinese elements to highlight Chinese cultural characteristics;establishes correct values and disseminates the development concept of theme park;and develops the extended value of Cultural IP to promote sustainable development of theme parks in order to improve the internal image of the theme park.It provides some experience and reference for theme parks in China to use cultural IP to promote the image of theme parks and shape the image of theme parks with Chinese culture,hoping to promote the sustainable and healthy development of the theme park industry in China.