【摘要】 旅游综合体是目前新兴的一种旅游产业供给方式，学术界已取得了一定的研究成果，但却鲜有结合文旅融合的时代背景开展深入研究的。兼具社会关注度与话题度的松鼠小镇是典型的以文化带动旅游的文化创意型旅游综合体，结合其品牌文化定位与发展目标，以“认知-情感-态度-行为”为理论依据，依据网络文本，对游客的关注焦点、旅游动机和旅游态度进行分析，结果发现：游客对“摩天轮”“树屋”等文化旅游项目表现出显要关注，其旅游动机与松鼠小镇的品牌及市场定位相耦合且表现出积极肯定的旅游态度，但也存在“幼稚”“单一”“无感”等旅游情感。在此基础上，提出松鼠小镇文旅融合深度发展的路径选择。更多还原

【Abstract】 Tourism complex is a mode of tourism industry. Scholars have got certain research results, but few focus on its development path from the perspective of cultural and tourism integration. The article makes a breakthrough and focuses on Squirrel Town, one with high social attention and of a typical cultural and creative tourism complex. It takes “cognition-emotion-attitude-behavior” as the theoretical basis. Through content analysis we analyzed the focus of attention, tourism motivation and tourism attitude of potential tourists and the results are: potential tourists show attention to cultural tourism projects such as “Ferris Wheel” and “Tree House”, and the tourism motivation meets the brand and market positioning of Squirrel Town. Moreover, the potential tourists show a positive attitude to Squirrel Town, but there are negative emotions such as “childishness”, “single” and “insensitivity”. Based on this, a path for the deep integration of culture and tourism in Squirrel Town is proposed.更多还原