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资源环境视域下古镇品牌视觉传播研究——以李庄古镇为例

Research on the Visual Communication of Ancient Town Brands from the Perspective of Resources and Environment: A Case Study of Lizhuang Ancient Town

李辛龙, 丁茂斌, 李红英, 徐畅

Environment and Resource / 2026,8(8): 353-362 / 2026-08-19 12 11

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• Information:

  四川轻化工大学经济学院，自贡

• Keywords:
  Ancient town tourism; Resources and environment; Brand visual identity; Digital communication; Lizhuang Ancient Town
  古镇旅游; 资源环境; 品牌视觉形象; 数字化传播; 李庄古镇
• Abstract: The visual identity of an ancient town is not a label attached after the fact; rather, it gradually takes shape through the layout of its streets and alleys, its architectural silhouettes, and the everyday life of the local community. Tourists’ initial impressions of an ancient town are largely formed through these visible and tangible environmental cues. With the increasing involvement of digital platforms in tourism communication, the ways in which visual content is produced, distributed, and received have become markedly different from those of conventional tourism promotion. Existing studies have primarily focused on communication strategies and their effects, while insufficient attention has been paid to the relationships among local resources, spatial environments, and digital media.Taking Lizhuang Ancient Town in Yibin as a case study, this paper develops a four-dimensional analytical framework of “content production–channel distribution–audience perception–effect feedback” from a resource–environment perspective. The study employs content analysis and draws on publicly available data from major digital platforms. The findings show that Lizhuang has established a distinctive visual resource base centered on its heritage of the Chinese People’s War of Resistance against Japanese Aggression, Ming- and Qing-dynasty architecture, and the Yangtze River wharf landscape. Nevertheless, its current communication is dominated by static forms of representation, investment and operational capacity vary considerably across platforms, linkages among visual identity elements remain weak, and user participation is largely confined to likes and brief comments.To address these problems, the paper proposes four optimization strategies: establishing a hierarchical system of visual resources, adapting content and communication approaches to different platforms, enhancing place-based environmental experiences, and improving audience feedback mechanisms. By relocating brand communication within the actual context in which cultural conservation, spatial perception, and digital media intersect, this study provides both analytical insights and practical references for the renewal and sustainable communication of historic and cultural towns. 古镇的视觉形象并非事后贴上去的标签，它从街巷走向、建筑轮廓和地方日常里一点点生长出来。游客对古镇的第一印象，多半来自这些看得见摸得着的线索。数字平台介入旅游传播以后，图片由谁拍摄、通过什么渠道扩散、受众又怎样反馈，都跟过去宣传逻辑不太一样了。目前的研究多关注传播或传播效果，对地方资源、空间环境和媒介之间的关系讨论分析不足。本文以宜宾李庄古镇为例，在资源环境视域下，构建“内容生产—渠道分发—受众感知—效果反馈”的四维分析框架。采用内容分析法，结合主流平台的公开数据。研究发现：古镇已形成以抗战文化、明清建筑和长江码头景观为核心的视觉资源基础，但传播形式偏静态，各平台投入参差不齐，识别要素之间也缺乏联动，用户基本停留在点赞和短评。针对这些情况，文章从资源分层、平台适配、环境体验和反馈机制四个方向给出建议，把品牌传播放回文化保护、空间感知和数字媒介交织的实际场景里，为历史文化名镇的品牌更新与可持续传播提供参考。
• DOI: 10.35534/er.0803051 (registering DOI)
• Cite: 李辛龙，丁茂斌，李红英，等．资源环境视域下古镇品牌视觉传播研究——以李庄古镇为例［J］．环境与资源，2026，8（3）：353-362.