古镇品牌塑造与数字化传播——以泗泾古镇为例
Ancient Town Brand Building and Digital Communication—A Case Study of Sijing Ancient Town

在当今数字化时代，古镇旅游已成为一个重要的文化产业，品牌塑造和数字化传播在古镇的发展中起着关键作用。本文旨在探讨数字化时代下古镇旅游的重要性，以及品牌塑造和数字化传播在古镇发展中的作用。文中以中国上海松江区的泗泾古镇及国内其他知名古镇为例，通过深入研究相关文献和案例，分析古镇品牌塑造与数字化传播的关系，并评估其对古镇旅游业的影响。本文发现，品牌塑造和数字化传播在古镇的发展中扮演着关键的角色。古镇品牌塑造的数字化传播是推动古镇旅游业发展和文化传承的重要手段，对古镇的经济增长和文化传统的传承具有重要意义。通过对泗泾古镇的案例研究，本文提出了一些创新性的观点和建议，旨在为古镇旅游业的品牌塑造和数字化传播提供参考。进一步推动古镇旅游业的发展，提升其在数字化时代的竞争力和吸引力，促进古镇文化的传承和发展。
In today’s digital era, ancient town tourism has become an important cultural industry, and branding and digital communication play a key role in the development of ancient towns. This article aims to explore the importance of ancient town tourism in the digital era, as well as the role of branding and digital communication in the development of ancient towns. This article takes the Sijing Ancient Town in Songjiang District, Shanghai, China, and other well-known ancient towns in China as examples, and through in-depth research on relevant literature and cases, analyzes the relationship between ancient town branding and digital communication, and evaluates its impact on the ancient town tourism industry. This article finds that branding and digital communication play a key role in the development of ancient towns. Digital communication of ancient town branding is an important means to promote the development of ancient town tourism and cultural inheritance, and is of great significance to the economic growth and inheritance of cultural traditions of ancient towns. Through a case study of Sijing Ancient Town, this article puts forward some innovative views and suggestions, aiming to provide reference for branding and digital communication of ancient town tourism, further promote the development of ancient town tourism, enhance its competitiveness and attractiveness in the digital era, and promote the inheritance and development of ancient town culture.