883 
1599品牌叙事是旅游目的地原始品牌生成及品牌战略落地的关键途径。本研究以贵州“村超”为例，从品牌故事讲述与品牌叙事传输的双重视角，构建了一个基于数字媒体语境的旅游目的地品牌叙事模型，涵盖“故事创建—媒介选择—故事消费与受众反馈”三大动态演变过程。研究发现：（1）构建融合角色叙事、情感联结与价值观表达的多维品牌故事框架，是实现旅游目的地品牌差异化定位、激发受众情感共鸣并推动价值认同升华的基础；（2）揭示了贵州“村超”“社交媒体流量引爆—传统媒体跟进与官方背书—社群与媒介品牌叙事升级”的递进式叙事过程机理，证实构建多元媒介协同机制是实现品牌价值传输和叙事升级的关键路径；（3）品牌叙事的目标在于激发多元主体的品牌体验与感知，通过其叙事反馈和行为外化形成稳定的品牌意义共创关系网络。本研究从品牌叙事视角系统阐释了旅游目的地品牌重塑的机制逻辑，有效衔接了品牌故事讲述与品牌叙事传输之间的理论断层，为数字媒体时代旅游目的地品牌叙事的模式创新提供了理论参照与实践指引。
数字媒体时代旅游目的地品牌叙事与品牌重塑——以贵州“村超”为例
摘要
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引用本文
侯晓飞, 石培华, 王屹君, 等. 数字媒体时代旅游目的地品牌叙事与品牌重塑——以贵州“村超”为例[J]. 外国经济与管理, 2026, 48(4): 97-116.
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