CAJ | 학술논문

城市旅游热带动了历史文化街区的品牌化发展。街区的品牌化通过品牌构建来实现，是指在分析街区现状和游客感知的基础上，提取最具代表性特征，将其抽象化为品牌来借代街区。以武汉市昙华林为例，通过旅游博客获取最真实的游客感知。调查发现，昙华林的核心价值是武汉文艺体验，因此，可将汉味建筑和艺术产业的文艺组合符号化，以构建“昙华林”品牌，吸引国内外游客。
성시여유열대동료역사문화가구적품패화발전。가구적품패화통과품패구건래실현，시지재분석가구현상화유객감지적기출상，제취최구대표성특정，장기추상화위품패래차대가구。이무한시담화림위례，통과여유박객획취최진실적유객감지。조사발현，담화림적핵심개치시무한문예체험，인차，가장한미건축화예술산업적문예조합부호화，이구건“담화림”품패，흡인국내외유객。
City tourism booming promotes the brand development of historical and cultural blocks,which will be accomplished by brand building.Brand building is to analyze the present situation and tourist perception,capture and abstract the most repre-sentative features,and use the abstractness as brand to represent historical and cultural blocks.For example,Tan Hualin in Wu-han,whose brand will be built on the most real tourist perception,through the travel blog analysis.Travel blog analysis results show that experience of literature and art can represent the core value feature of Tan Hualin.Therefore,the combination of charac-teristic local buildings and art industries will be symbolized to construct the brand “Epiphyllum Art Land”,attracting domestic and foreign tourists.