【作者】 杨阳；

【导师】 李杰；

【作者基本信息】 浙江大学 ， 新闻与传播（专业学位）， 2021， 硕士

【摘要】 在全国文旅融合深入推进的背景下,以杭州市为支点城市的浙江省形成丰富的融合实践。杭州市经历高速发展后城市格局与产业规划基本成型,进入了提质增效的新发展阶段,以拥江发展作为战略指引,进一步拓展发展空间。在此过程中,“游杭不过钱塘江”的问题日益凸显,杭州南部非传统核心景区的文旅建设始终受制于知名度不高、传播度不足等问题。本设计选取杭州这一全国文化创意中心城市的特色城区城厢街道作为样本,从杭州市融入长三角发展、实现拥江跨越发展的战略视角出发,重点探讨这一过程中城市微观区域——街道、城区,如何抓住机遇,融入整体发展的同时,实现自身特色开发与发展,破解城市区域品牌建设的难题。通过现状研判,发现城厢街道目前文化旅游资源丰富,但缺乏系统性规划、文化资源发掘利用不足、未形成与之配套的文化产业与文化活动,从传播角度来看,传播活动少,传播内容缺乏趣味性、互动性,未形成传播平台与传播矩阵。城厢街道应以浙东运河城厢段作为一条文旅资源带,以运河为文脉将城区内沿河两岸文旅资源串联起来,形成独特的老城文脉。围绕城厢街道优势文化资源,推动打造滨水休闲空间、文化交流空间、文青创意空间、特色商业空间,配合形成有关产业与特色活动。同时,着力建设开发全过程,形成系统传播方案,以符号系统开发工程、线下空间建设工程、线上传播矩阵工程、古城文化保护工程四大工程为抓手开展,随着文旅融合建设循序渐进,形成持续的品牌传播。在充分发挥文化资源优势的同时,推动现代旅居城市的建设。更多还原

【Abstract】 In the context of integration of culture and tourism across the country,Zhejiang Province and Hangzhou city have implemented many integration practices.As these practices grow,the urban structure and industrial planning have been well structured,and Hangzhou has entered a new stage of improving the quality and efficacy of integration.But the construction of cultural tourism in southern Hangzhou and non-traditional core scenic spots has always been constrained by the low popularity and insufficient exposure.This design selects a characteristic urban area of the national cultural and creative center city,Hangzhou as a sample,and focuses on the urban micro-regions how to seize the opportunity,integrate into the overall development and solve the problem of urban regional brand building.Through current field study,I find that Chengxiang Street is currently rich in cultural tourism resources,but short for systematic planning.More importantly,there is no supporting cultural industries and cultural activities in this area.From the perspective of communication,this area has several issues to be solved including increasing the number of communication activities,developing communication demands and design a well-structured communication platform.Supported by the fruitful culture resources of Chengxiang Street,we are motivated to facilitate the start-up of waterfront leisure area,culture and creative space and specialty shopping street,and develop accompanying culture-related industries and special events.In the meanwhile,through the symbolic systems engineering,offline space construction engineering,online communication matrix engineering and old city protection engineering,we design and propose a systematic communication plan and keep an eye on the entire developing process.As a result,we expect that as the integration of culture and tourism goes,the Chengxiang Street can continuously benefit from branding and propagation,and take advantage of its cultural strengths to contribute to the construction of a modern city.更多还原