| With the development of Internet,tourists' travel habits have been changed,and the rise of virtual community divides user traffic into multiple platforms.The process of user interaction is also the process of empowerment,it's value to the community and enterprises is becoming more and more important.It also urges tourism governments and enterprises to think about how to improve products and services,innovate distribution channels and maintain user emotions.It's is a problem worthy of study that how to promote the integration of culture and tourism and give full play to tourism and cultural vitality after the merger of culture and tourism bureaus at the national level.Focusing on these questions and connecting with the hot topic of “tourism IP”,this paper proposes to use the tourism virtual community as the platform,and take the tourism IP created by the user value as the foothold and path guidance of the integration of culture and tourism,and to do something for the integration of culture and Tourism in Yunnan.This paper mainly studies from the following parts:First of all,through the literature research method,this paper reviews the current domestic and foreign research on Tourism virtual community,value co-creation and tourism IP,and expounds the concept of three key words respectively.For the relatively new concept of tourism IP,this paper explores its origin from tourism image and tourism brand,and gives the definition in the context of this study after synthesizing various opinions:Tourism IP is a new type of industrial chain ecology integrating tourism and cultural creativity.Tourism IP is based on the local culture that with traffic,telling interesting stories,spreading certain values,aggregating tourists with similar value propositions and promoting their identity tags and identification,constantly deriving products with community emotion and cultural creativity in the interaction and integrating with other industries to form an industrial chain that can be realized commercially.In addition,social identity theory,emotional attachment theory,semiotics theory,scene theory and story theory are the support of this paper.Secondly,on the basis of literature research and industry practice observation,this paper further systematically summarizes the theory of tourism IP,including the elements,characteristics and types of tourism IP,and enumerates four domestic and foreign tourism IP.Starting from the general situation and development process,it summarizes its successful experience,and explores the construction path of tourism IP based on the value co creation of tourism virtual community.Thirdly,combined with Yunnan Cultural Tourism Resources Endowment and tourist market survey,and reviewed the exploration process of Yunnan cultural tourism integration,this paper got the foundation of Yunnan Cultural Tourism IP.Yunnan is rich in cultural tourism resources,which can be roughly divided into heritage sites,red and anti Japanese War,ethnic groups,festivals and border areas,sightseeing,sports and leisure,urban villages and parks,cultural facilities and performance film and television cultural tourism resources.Yunnan is more avant-garde in the exploration of cultural tourism integration,and has made a lot of practice in IP.As a complement,this paper designs different types of tourism IP elements.Finally,based on the above-mentioned summary of the tourism IP construction path,this paper selects seven types of elements in Yunnan to carry out an empirical study of IP construction.With selecting four types of tourism IP:Yunnan high-quality content IP elements Fanghua and “the Lost Horizon”;media generated tourism IP elements Dianchi Haigeng dam and Lijiang Tinghuatang inn;traditional culture tourism IP elements Hani mushroom house and Bai tie dye technology;festival activity tourism IP elements Wa touch you black Festival,and using “IP element mining-IP symbol design-IP production design-IP integrated marketing-IP authorization derivative” as the basic path to build a complete tourism IP. |
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