Media Influence and Brand Building in the Wave of Cultural Tourism: A Case Study of the “Water Charm of Jiangsu” Communication Strategy

• 발행기관: 동북아문화예술경영학회
• 저자명: Xue Li
• 간행물 정보: 『Journal of Northeast Asian Arts and Cultural Management 』Vol.1 No.2, 1~10쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.11.30

국문 초록

Purpose - This study aims to explore the role of media influence in brand building amidst the cultural tourism boom, using the “Water Charm of Jiangsu” communication strategy as a case study. It analyzes how diversified media channels can effectively promote and enhance market awareness of cultural tourism brands. Design/Methodology/Approach - This study employs a combination of literature review and case study analysis to explore the mechanisms of media influence in cultural tourism brand building. Subsequently, specific communication strategies of the “Water Charm of Jiangsu” brand are examined by collecting relevant successful case studies to investigate the correlation between media communication and brand awareness. Findings - The results indicate that the diversified media strategies of the “Water Charm of Jiangsu” brand have significantly enhanced brand awareness and reputation. Through the coordinated use of traditional and new media, “Water Charm of Jiangsu” has successfully shaped a culturally distinctive tourism brand image. Moreover, the study finds that different media channels have varying degrees of influence on brand awareness, with social media’s interactivity and visual communication methods particularly effective in enhancing brand recall. Research Implications - This study provides practical references for the communication strategies of cultural tourism brands during the tourism boom, particularly in effectively leveraging media resources to enhance brand influence and market awareness in a diversified media environment. The findings of this study not only enrich brand communication theory but also offer theoretical and practical insights for the continued development of the “Water Charm of Jiangsu” and similar cultural tourism brands.

목차

Ⅰ. Introduction

Ⅱ. Current Development of Cultural Tourism Brand Communication

Ⅲ. Analysis of the “Water Charm of Jiangsu” Cultural Tourism Brand Influence Strategy

Ⅳ. Brand Building in the Rapidly Developing Cultural Tourism Market

Ⅴ. Conclusion

References

키워드

Communication Strategy Cultural Tourism Brand Cultural Tourism Market Media Convergence Water Charm of Jiangsu

참고문헌

• Drama Home
• Journalism and Communication
• New Observations on Media Integration
• Western Tourism
• Shanghai Arts and Crafts
• News Frontline
• Full-Media Exploration
• Southern Media Research
• News Frontline
• Cultural Industry
• News Frontline
• Old-Brand Marketing
• Modern Business and Trade Industry
• Frontier Economy and Culture