旅游演艺对城市形象传播的影响——以杭州《宋城千古情》为例
The Impact of Tourism Performance on City Image Communication—Taking Hangzhou’s “The Romance of the Song Dynasty” as an Example

旅游演艺是一种结合文化和旅游元素的演艺形式，旨在为游客提供独特的文化体验，增强旅游目的地的吸引力的旅游休闲产品。随着人们生活水平的提高和对深度文化体验的追求，旅游演艺作为文化和旅游结合的产物，越来越受到旅游者和本地居民的推崇。本研究以杭州《宋城千古情》为例，探讨了旅游演艺对城市形象传播的影响机制；研究发现，旅游演艺以文化符号、社交媒体口碑建立文化自信，通过文化传承与创新展示、演出时间与空间强化体验、提升城市品牌影响力、促进经济多元化发展、增强社区参与和认同感、以及可持续发展的考量等六方面，塑造杭州城市形象，并向观众传播杭州本土文化遗产；本研究最后认为旅游演艺在推动文化旅游深度融合、实现城市可持续发展中的具有重要作用，并且能为城市形象构建提供理论依据和实践路径。
Tourism performance is a kind of performance form combining cultural and tourism elements, aiming to provide tourists with unique cultural experience and enhance the attractiveness of tourist destinations as a kind of leisure product. With the improvement of people’s living standards and the pursuit of in-depth cultural experience, tourism performance, as a product combining culture and tourism, is increasingly praised by tourists and local residents. This study takes Hangzhou’s “The Romance of the Song Dynasty” as an example to explore the impact mechanism of tourism performance on the dissemination of urban image. The study found that tourism performance shapes the urban image of Hangzhou and disseminates the local cultural heritage of Hangzhou to the audience in six aspects: establishing cultural confidence through cultural symbols and social media reputation, displaying cultural inheritance and innovation, enhancing experience through performance time and space, promoting the economic diversification, strengthening community participation and identity, and considering sustainable development. Finally, this study believes that tourism performance plays an important role in promoting the deep integration of cultural tourism and achieving urban sustainable development, and can provide theoretical basis and practical path for urban image construction.