【作者】 王晶；

【导师】 窦文章；

【作者基本信息】 北京大学 ， 计算机技术， 2018， 硕士

【摘要】 自2015年起,IP一词开始进入国内话语体系,由于其势能强大,经过近两年的发展,已成为娱乐圈、文化界、投资界话语体系中的高频热词。买IP、屯IP热潮高居不下,天价小说改编权屡见不鲜,甚至出现了超级IP一说。IP本身也不断跨界,与不同行业进行融合,逐渐出现了旅游IP、地产IP、超级IP生态圈等词汇。随着国内旅游行业逐渐进入全域旅游时代,人们对旅游品质、参与体验需求逐渐增加,引入IP概念,探讨旅游领域内的超级IP是行业的时代需求。本文以延安市为研究对象,探讨旅游与IP之间的内在联系,并为区域性旅游超级IP塑造探索可能路径。通过对延安市旅游业重新进行顶层设计,一方面将在实践层面指导其未来旅游发展,另一方面也将在理论层面对国内超级IP理论提供旅游方面的研究视角,丰富相关领域的理论基础。本文采用定性分析和定量分析相结合的方法,以定性分析为主,定量分析为辅。在定性研究部分,前期主要采用文献调研法,梳理国内语境下IP、旅游IP等相关概念,及旅游吸引物构建等相关理论,为区域性旅游超级IP塑造奠定理论基础。中期主要通过实地调研法,对延安市十三个区县进行全面深入的实地调研,获取第一手资料。期间辅助以访谈法,多次组织当地政府部门及相关专家,进行开放式结构化访谈。在定量研究部分,主要采用问卷调研法,并通过数据分析软件,获取游客视角的延安市旅游发展现状总体感知。本文通过实证研究对延安市旅游超级IP进行探讨,对IP这一概念在当前语境下进行了新的定义,即IP是一种承载着一定价值观,具有内容化特征、人格化属性,商业化潜质的创造性的文化智力活动。在此基础上,结合旅游领域的特定属性,将旅游超级IP定义为文化智力活动在旅游领域内得以实际运用而产生的一套旅游场景解决方案,是基于一地的地理空间背景,在全域旅游的框架结构下,各大旅游场景内容在地理空间上的整体叙事构图。本研究梳理出了旅游超级IP塑造的一般路径:文化本底分析——价值观传达——文化载体选择——人格赋能与场景设计,并通过两个维度、八大场景的具体设计,建构出延安市旅游超级IP的全景式空间构图。最后,本文对延安市旅游超级IP进行探索实践,并分析其背后的商业逻辑,发现旅游超级IP通过与目标消费者建立强用户关系,实现商业变现;并通过形象授权和价值观传导,进行跨界衍生,实现商业溢价。更多还原

【Abstract】 Since 2015,the term "Intellectual Property"(IP)has crept into the national language.After two years,it was being frequently used in the fields of entertainment,culture,and investment because of its potential forcefulness.The continuing upsurge in acquiring IP led to huge fees being charged for the rights to adapt works of fiction and to the new term of “super IP” being coined.Also,with cross-border cooperation between other industries,new terms such as “tourism IP,” “real estate IP,” and “Super IP ecosystem” have enriched the meaning of IP.In the era of holistic tourism,visitors demand better-quality experiences,which has introduced the concept of IP into the tourism industry.Taking the city of Yan’an as an example,this paper aims to discuss the internal relation between IP and tourism,and explore a possible way for Yan’an to create its tourism super IP.Top-level design of tourism in Yan’an will,on the one hand,guide its practice and,on the other hand,enrich its theoretical basis by offering a new perspective of tourism in relation to domestic super IP.The research methodology is a combination of qualitative and quantitative analyses,with the main focus on the former.For the qualitative analysis,a literature review is conducted first to identify domestic concepts of IP and other theories of structure for tourism,which can help lay the foundation for tourism super IP.Then,firsthand information is collected through indepth fieldwork in 13 districts and counties of Yan’an: the research team undertook several structured interviews with local government officers and associated specialists to determine the problems with tourism.For the quantitative analysis,a questionnaire survey is administered to obtain an overview of the condition of Yan’an’s tourism.By exploring tourism super IP in Yan’an,this paper defines IP anew from the perspective that IP is a special cultural intellectual activity of some value,owing to content features,personal attributes,and commercial potential.The paper then explains the implication of the concept of tourism IP as a solution to the introduction of cultural creative activities into tourism.Super IP in regional tourism can be seen as comprising the entire content of tourism IP within a geographical area.This paper finds that Yan’an’s tourism super IP was developed in four stages: the analysis of its culture,the transference of values,the selection of carriers,and the personalization and design of tourist areas.The regional design is described,with a specific focus on two landscapes and eight locations.Finally,the paper discusses the rationale behind commercial tourism super IP,finding that it can realise commercial value by building a good relationship with visitors and obtain premium commercial value by empowering its IP for use by other industries.更多还原