基层图书馆文旅融合品牌打造优化路径研究

文本信息：.基层图书馆文旅融合品牌打造优化路径研究[J].文化创新比较研究，2026，10（16）：67-70.

Research on the Optimization Path of Brand Building for Grassroots Libraries in the Context of Cultural and Tourism Integration

YANG Zhen

关键词：基层图书馆；文旅融合；品牌打造；公共文化服务；地方文化；协同机制

中图分类号：G258.23 文献标志码：A 文章编号：2096-4110（2026）16-0067-04

DOI: 10.26991/j.cnki.issn2096-4110.2026.16.017

Abstract: This paper delves into the optimization paths for grassroots libraries to build service brands integrating culture and tourism against the backdrop of cultural and tourism integration. The study finds that current brand building practices of grassroots libraries in this field are faced with multiple practical challenges, including ambiguous brand positioning, insufficient resource integration, monotonous service experience, and weak publicity and promotion. In response, this paper puts forward systematic and targeted optimization paths. It is proposed that grassroots libraries should clarify their brand positioning and fully tap into local cultural features. They should deepen resource integration and content innovation by establishing co-construction platforms and collaborative mechanisms, and improve service experience through immersive spaces and digital technologies. Meanwhile, they should construct a diversified communication network featuring online-offline integration and cross-sector linkage, so as to enhance brand recognition and service efficacy, and ultimately attain the important goal of "shaping tourism with culture and showcasing culture through tourism".

Key words: Grassroots libraries; Cultural and tourism integration; Brand building; Public cultural services; Local culture; Collaboration mechanism

当前，文旅融合已成为公共文化服务发展的重要方向。（剩余6016字）