【摘要】 随着社交媒体传播和城市消费方式的变化，美食日益从旅游配套服务转变为城市旅游的重要吸引物。六位来自美食旅游研究、餐饮产业、赛事运营和职业教育领域的专家，围绕城市美食品牌化与目的地吸引力提升展开讨论。与会者认为:首先，美食的吸引力不只来自味道，更来自其承载的地方文化、历史记忆、空间场景和生活方式。美食能够把抽象的地方感转化为可品尝、可观看、可参与、可传播的旅游体验。其次，城市美食品牌应兼顾代表性与唯一性，既通过超级单品形成识别度，也通过街区、节庆、工坊、伴手礼和食材溯源等构建体验矩阵，将一次用餐延展为一段城市旅程。再次，美食品牌出圈需要依托赛事、节庆、大众参与和企业外溢传播，把线上流量转化为线下留量，其关键在于形成可记忆、可复述、可再次消费的现场体验。最后，美食品牌的可持续发展根植于地方生活和文化连续性，需要政府、企业、社区和院校共同参与。餐饮企业应发挥品质运营、体验设计和生态链接作用，院校则应培养兼具技能、文化、审美、市场和传播能力的新型人才。未来，城市美食品牌应在游客体验、本地生活、产业协同和文化传承之间取得平衡，使美食从“一顿饭”延伸为“一座城”的长期吸引力。更多还原

【Abstract】 With the rise of social media communication and the transformation of urban consumption patterns,gastronomy has increasingly shifted from being a supporting service for tourism to becoming an important attraction in urban tourism. Six experts from the fields of gastronomy tourism research,the catering industry,event operation,and vocational education discussed urban gastronomy branding and the enhancement of destination attractiveness. The participants argued,first,that the appeal of gastronomy derives not only from taste,but also from the local culture,historical memory,spatial settings,and ways of life it embodies. Gastronomy can transform an abstract sense of place into a tourism experience that can be tasted,observed,participated in,and shared. Second,urban gastronomy branding should balance representativeness and uniqueness. While“signature dishes” can enhance brand recognition,cities should also construct an experiential matrix through culinary districts,festivals,workshops,souvenirs,and ingredient traceability,thereby extending a single meal into an urban journey. Third,the wider dissemination of gastronomy brands depends on competitions,festivals,public participation,and the spillover communication of enterprises,through which online traffic can be converted into sustained offline engagement. The key lies in creating on-site experiences that are memorable,narratable,and capable of generating repeat consumption. Finally,the sustainable development of gastronomy brands is rooted in local life and cultural continuity,requiring the joint participation of governments,enterprises,communities,and educational institutions. Catering enterprises should play an active role in quality operation,experience design,and ecosystem linkage,while educational institutions should cultivate new types of talent equipped with professional skills,cultural literacy,aesthetic sensibility,market awareness,and communication capabilities. In the future,urban gastronomy brands should strike a balance among tourist experience,local everyday life,industrial collaboration,and cultural inheritance,so that gastronomy can evolve from “a meal” into the long-term attractiveness of “a city”.更多还原