Author(s): Xiaohe Gu
Cultural IP is an important means of establishing viscous connection between scenic spots and tourists. Taking college students as the research object, this paper starts from the deconstruction of cultural tourism IP itself, and establishes the key points of tourism IP construction from the perspective of tourists' motivation, namely, identifiability of core culture, IP symbolization, enriching the manifestation and carrier of cultural tourism IP, multi-channel communication, and improving IP popularity. The research shows that there is a wide range of demand for cultural and tourism IP destinations among college students, and their travel motivation is affected by many aspects of cultural and tourism IP, of which the content of cultural tourism IP, diversification of product carriers and IP popularity have a greater impact. Based on this, this paper puts forward some suggestions, such as establishing the identifiability of core culture, activating IP, conducting cross-border cooperation of cultural and tourism IP, building a promotion system to enhance IP popularity, and improving the system of cultural and tourism IP creation.