Research on International Branding Strategies for Shandong Cultural Heritage Tourism under the “Dual Innovations” in Culture

Increasing numbers of foreign tourists are showing a keen interest in Shandong's intangible cultural heritage. Therefore, establishing an international brand for Shandong cultural heritage tourism is of great importance for enhancing the dissemination of Shandong’s cultural heritage and advancing international cooperation in cultural heritage tourism. This study employs a questionnaire survey to analyze the perceptions of foreign nationals in China and compatriots from Hong Kong, Macao, and Taiwan regarding the Shandong intangible cultural heritage tourism brand. The results indicate that international tourists have insufficient awareness of the Shandong cultural heritage tourism brand, which has a vague image and lacks clear positioning. The methods of communication are limited, international cooperation and broadcasting efforts are restricted, and the utilization of resources is inadequate. Based on these findings, this study proposes strategies such as clarifying the brand image and innovating product planning to facilitate international cooperation and the promotion of the Shandong intangible heritage brand under the context of cultural “Dual Innovations.”

作为文化之邦的山东，有着悠久的历史和丰富的非遗文化资源。在文化“两创”的背景下，山东非遗文化资源得到不断活化利用，成为重要的城市品牌，越来越多的外国游客对山东非遗文化表现出浓厚兴趣。因此，构建山东文化遗产旅游国际品牌对于增强山东文化遗产传播力，推进山东文化遗产旅游的国际合作具有重要意义。本研究运用问卷调查法对外籍在华人员及港澳台同胞对于山东非遗文化旅游品牌的感知进行分析。结果表明：国际游客对山东文化遗产旅游品牌认知度不足，山东文化遗产旅游品牌形象模糊，缺乏明确的定位，传播手段单一，国际合作与传播力度有限，活化利用不足。基于此，本研究提出明确品牌形象，创新产品策划等策略，为推动文化“两创”背景下山东非遗品牌国际合作与传播提供参考。