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从文化遗产保护的生产性方式保护出发,品牌与文化遗产的契合,也是当今社会的需要。大足石刻位于重庆大足境内,现今是具有一定知名度的旅游景点,但是项目发展有一定的局限,目前并没有形成特别强烈的文化旅游品牌,竞争优势不太明显。本文从传播学角度探索大足石刻的保护与发展,探讨品牌传播在大足石刻中的一些可能。
Starting from the conservation of the cultural means of production protection, the combination of the brand and the cultural heritage is also the need of today’s society. Dazu Rock Carvings are located in Dazu territory of Chongqing. Nowadays, Dazu Rock Carvings is a famous tourist attraction. However, the development of the project has some limitations. At present, there is no strong cultural tourism brand and the competitive advantages are not obvious. This paper explores the protection and development of Dazu Rock Carvings from the perspective of communication and probes into the possibility of brand communication in Dazu Rock Carvings.