传播、塑造与推动：大众传媒对文旅IP的赋能

——以武当山为例

中图分类号：G206.3 文献标识码：A 文章编号：1004-0714（2025）07-0105-04

Abstract： Mass media provides a carrier for theldissemination of culture，which can spread excellent culture to the audience through various program forms. As a famous cultural mountain， Wudang Mountain has many excellent cultures，but there are some problems such as lowcultural recognition and inadequate cultural communication.It is necessary to spread excellent traditional culture to the audience with the helpof mass media and digital technology，and shape the cultural tourism IP.Through the helpof media，IP and cultural and creative products are jointly named to create immersive online and online travel scenes，so as to maintain the vitalityof cultural travel IP.The analysisof howito build Wudang cultural IPunder the background of mass media is helpfulto find out thelaws and methods behind it，and provide reference value for the study of cultural tourism IP shaping.

Keywords：Cultural and Tourism IP；Wudang Mountain;Mass Media；Empowerment

大众传媒包含了书刊、报纸、互联网、广播、电视以及其他新兴媒体，在价值观念传播塑造方面发挥着不可估量的作用1153。（剩余7482字）