基于文学作品的无锡旅游目的地旅游品牌形象研究
摘要：随着文化旅游的日渐普及和信息传播途径的拓宽，旅游品牌的竞争愈发激烈。对于很多的旅游目的地
而言，一个好的旅游品牌形象的塑造和发展越来越重要。基于文学作品本身所蕴含的深厚的文化底蕴和对读者的
感染力，充分发挥文学作品的影响力、扩大旅游目的地的知名度、提高旅游景点品牌形象有着重要意义。
关键词：无锡；文学作品；旅游品牌形象塑造
Research on the tourism brand image of Wuxi
tourism destination based on literature works
Abstract:With the increasing popularity of cultural tourism and the broadening of information transmission channel s, the competition of tourism brand is becoming more and more fierce. For many tourist destinations, the shaping and dev
elopment of a good tourism brand image is more and more important. Based on the profound cultural heritage of literary works and their appeal to readers, it is of great significance to give full play to the influence of literary works, expand the popu-larity of tourist destinations and improve the brand image of tourist attractions. Keywords:Wuxi; literary works; tourism brand image building
在文化和旅游融合的新时代，文化以民俗、故事、文创等不同形式存在旅游产品
中，充分的开发无锡当地文化资源来发展旅游业，对于无锡景区的建设以及传统文化
的保护和传承都有很重大的积极作用。文化产品和旅游要素融合，旅游的融合为文化
的传播提供了有力的载体，成为文化交流的有效渠道。同时，文化为旅游目的地和旅
游产品增添了更多的文化内涵。其中，将文学作品和旅游目的地相结合的文旅融合模
式，如今也成为无锡旅游目的地建设和发展的重点。这些旅游目的地以文学作品为核
心，利用当地丰富的历史文化资源，修建了大量的文娱设施、文化馆、影剧院、科技
体育馆。这种文化旅游模式，对于很多旅游爱好者都有着吸引力。旅游目的地对于文
学作品的宣传，引来了了很多对于历史、文学感兴趣的粉丝们的喜爱。
文学作品有助于旅游目的地的品牌的塑造和宣传，很多的旅游目的地正是通过这
些优秀的文学作品为景区的旅游中心，吸引全国各地的游客游玩。无锡的一些景区的
古建筑的重建在很多方面借鉴了那些受到广泛关注的文学作品。如，无锡影视基地的
修建，通过影视的宣传再现《三国演义》和《水浒传》两本文学名著中的场景，将影
视摄制基地成功转型成为影视主题公园，吸引了很多游客。清代诗人夏子麟有三首游
鼋头渚诗歌，形象的描绘了鼋头渚的美丽风景，引来了很多旅游爱好者的观赏。无锡
的文学作品对无锡景区的旅游品牌的形象塑造和宣传产生了非常重要的作用，影响了
很多人对于无锡城市的认知。无锡很多景区塑造了与文学作品有关的旅游产品，随着
文学作品的流传，增强了无锡旅游产品品牌的影响力，扩大了旅游市场，刺激旅游者
的消费行为。本文主要对于无锡的基于文学作品的旅游目的地的旅游品牌形象的研究，根据无锡当在文学作品中的形象，分析文学作品对无锡旅游品牌的影响，并提出
基于文学作品的旅游目的地在塑造品牌形象塑造的策略。
目 录
摘要、关键词······················································································· 1 一、文学作品中的无锡城市形象······························································· 2
（一）太湖美·················································································· 2
（二）地方好·················································································· 3
（三）泉水好·················································································· 3
（四）出好茶·················································································· 4
（五）音乐美·················································································· 4
（六）樱花美·················································································· 5
（七）名人多·················································································· 5
二、无锡旅游目的地品牌形象分析···························································· 5
（一）旅游目的地品牌开发现状··························································5
（二）旅游品牌宣传现状··································································· 6
（三）客源市场现状········································································· 7
三、影响无锡旅游目的地品牌形象塑造与传播的不利因素······························7
（一）旅游形象不够鲜明，宣传不到位·················································7
（二）市场营销乏力········································································· 8
（三）产品多以观光型为主，结构单一·················································8
（四）游客旅游体验深度低································································9
（五）管理不到位············································································ 9
四、基于文学作品的无锡旅游目的地品牌塑造与传播策略···························· 10
（一）深挖城市文化内涵，助力旅游文化的传承··································· 10
（二）依托文学作品，丰富文化旅游产品类型······································ 10
（三）促进无锡文化事业的发展，催生更多的优秀文学作品····················11
（四）充分利用各种媒介传播无锡文学作品、强化旅游城市形象··············11
参考文献···························································································· 12
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