关键词: 文旅融合, 图书馆IP, IP赋能, 公共文化服务

Abstract: [Purpose/Significance] With the further development of the integration of culture and tourism in libraries, the social benefits of the cultural resources of libraries will be created, the bright spots of culture and tourism in libraries will be explored, and the characteristic reading space will be enriched, promoting the transformation and upgrading of smart libraries, and social forces to actively participate in more activities. Some preliminary results have been achieved. In the new era, libraries have been given the request and expectation to provide services for the further innovation and development in the field of culture and tourism. [Method/Process] Based on the relevant research on "The integration of culture and tourism" in China in the past two years, most of them focus on a service mode and a single activity case, and seldom from the perspective of a library's IP construction practice to summarize the development path and strategy research. Based on the earlier culture research, this paper focuses on the practice of a library's IP construction, adding the product value and activity brand influence of the library, and creating the exclusive path of the library, from the aspects of IP personification, library IP story, IP topic event marketing, travel IP service efficiency, digital IP integration, Internet celebrity IP card pulling local consumption, cross-border cooperation to activate IP culture, and practice and operation of brand IP. [Results/Conclusions] Through the library IP construction strategy, point-to-point combination, the cultural expression of the library reflects the library value of the integration of IP-enabled culture and tourism. From the position and cultural goal of the literary brigade embedded in the beginning of the IP planning of the library, the evaluation standard of the literary brigade activities at different stages, the relevance of the literary brigade of the IP application, and the team of personnel running the activities of the literary brigade of the IP, all of which need professional library organization construction and link intervention, but the library IP construction can integrate the development of culture and tourism, which is a new business area of the library. This paper mainly discusses the significance of IP construction and practical case level, but each path has not yet further reflected the impact of IP to the attractiveness of tourism evaluation mechanism. New opportunity creates new value, and the key point of a library's IP construction is not only the rational expression of cultural travel attributes, but also the emotional habits of cultural travel activities. Further research is needed to realize the value of cultural IP traffic.

Key words: integration of culture and tourism, library IP, IP empowerment, public culture service