乐山市美食旅游IP商业化运营研究

IP是品牌进化的高级阶段,是品牌打造的一种新工具。在乐山市加快建设世界重要旅游目的地的背景下,商业化运营"乐山味道"IP有利于丰富旅游业态,更新IP自身产业体系,实现IP自身价值,提升旅游目的地竞争力。文章在对乐山市发展美食旅游IP的优势与乐山市美食旅游品牌化发展现状分析的基础上,认为"乐山味道"IP商业化运营前提为建设完善饮食文化数据库,通过美食IP聚焦、IP塑造、IP运营和IP扩张,实现提量增值的生态式规模化产业链聚集,满足游客对乐山味道及所蕴含的人文内涵的体验与期待。

Research on IP Commercialization Operation of Food Tourism in Leshan City

IP is an advanced stage of brand evolution and a new tool for brand building.Under the background of speeding up the construction of the world’s important tourist destinations in Leshan,commercial operation"IP"is conducive to enriching the tourism industry,upgrading IP’s own industrial system,realizing IP’s own value and enhancing the competitiveness of tourism destinations.Based on the analysis of the advantages of IP in the development of gourmet tourism and the development of brand tourism in gourmet cuisine,the paper argues that the premise of IP’s commercialized operation is to build a database of catering culture,and achieve the eco scale industrial chain aggregation with value-added IP by focusing on the shaping,operating,and expanding of the food IP.This may help bring satisfaction to tourists’experience and expectation of Leshan’s flavor and humanistic connotation.