全媒体视阈下文旅品牌形象的构建与传播策略——以河北文旅品牌“这么近，那么美，周末到河北”为例
The Construction and Communication Strategies of Cultural Tourism Brand Image from the Perspective of Omni-Media—A Case Study of Hebei’s Cultural Tourism Brand “So Close, So Beautiful, Weekend in Hebei”

随着全媒体时代的到来，文旅品牌的形象构建与传播面临着新的机遇和挑战，而全媒体赋能文旅品牌传播是旅游行业发展的必然趋势。其中，河北文旅品牌“这么近，那么美，周末到河北”在全媒体环境下品牌形象的建构和传播取得了显著成效，为文旅品牌形象的构建与传播提供了有益的借鉴。本文以河北文旅品牌“这么近，那么美，周末到河北”为例，探讨全媒体视阈下文旅品牌形象的构建与传播策略，并为其未来的发展和传播提供参考建议。
With the advent of the omni-media era, the construction and dissemination of cultural tourism brand images face new opportunities and challenges. The empowerment of omni-media in cultural tourism brand communication has become an inevitable trend in the development of the tourism industry. Among these developments, Hebei’s cultural tourism brand “So Close, So Beautiful, Weekend in Hebei” has achieved remarkable success in brand image construction and communication within the omni-media environment, providing valuable insights for the construction and dissemination of cultural tourism brand image. This paper takes Hebei’s cultural tourism brand “So Close, So Beautiful, Weekend in Hebei” as a case study to explore the strategies for constructing and disseminating cultural tourism brand images from an omni-media perspective, while offering recommendations for its future development and communication.