Integration of Tianjin’s Tourism Resources and Empowerment by the Experience Economy: A Study on the Path to Urban Branding

文章通过运用文献法、多案例分析法、比较分析法以及实地考察等研究方法，分析天津市近现代历史文化街区对于旅游资源整合、体验经济的发展机遇与现存挑战，并结合多地案例，比较与天津市典型景区所存异同。根据已有的案例和实地调研的结果分析存在的问题，捋顺价值脉络，并给出相应的对策和建议，以推进赋能城市品牌建设，提高天津市城市吸引力，打造新时代大都市新形象。在综合前述研究的基础上，以旅游资源整合与体验经济双理论为切入视角，探讨其与城市品牌建设之间的逻辑耦合。《天津市2023年政府工作报告》指出，“要保护好、利用好弥足珍贵的‘小洋楼’等城市历史文化资源，擦亮‘近代中国看天津’城市名片，打造国内文化旅游目的地城市。”同时具有针对性探讨城市品牌建设问题，将强化天津城市形象和旅游资源宣传，持续培育一批有“津味”、适合城市群消费特点的周末游、休闲游、“网红打卡地”和文旅新场景，焕新天津市城市品牌建设新路径。This paper employs research methods such as literature review, multi-case analysis, comparative analysis, and field investigation to analyze the opportunities and challenges faced by the integration of tourism resources and the development of the experience economy in Tianjin’s modern and contemporary historical and cultural blocks. It also compares these findings with those from other typical tourist attractions in Tianjin to identify similarities and differences. Based on the analysis of existing cases and field research results, this study examines the existing problems, clarifies the value nexus, and proposes corresponding strategies and suggestions to promote the empowerment of urban branding, enhance Tianjin’s urban attractiveness, and shape a new image for a modern metropolis in the new era. Building on the above research, this paper explores the logical coupling between the integration of tourism resources and the experience economy and urban branding from dual theoretical perspectives. The 2023 Tianjin Government Work Report points out that “It is necessary to protect and utilize the precious historical and cultural resources such as the ‘Western-style buildings’ to highlight Tianjin as a window to modern China and build it into a domestic cultural and tourist destination.” This paper also specifically discusses urban branding issues, emphasizing the reinforcement of Tianjin’s urban image and tourism promotion, and the continuous cultivation of a series of “Tianjin-flavored” tourism products that meet the consumption characteristics of urban groups, such as weekend getaways, leisure tours, “internet-famous check-in spots,” and new cultural and tourism scenes, to rejuvenate the path of urban branding in Tianjin.