Research On Communication Effect Of Radio Travel Program Of Sichuan Radio &television

In recent years, with the economic development of China, people have stronger demand on travel and tourism information. To respond to the market, a group of domestic radio travel programs emerge. The radio travel program is a kind of program form focusing on the communication of tourism information. It usually appears in regional travel radio. Besides, there are not a few broadcast frequencies of other types holding the travel program. Currently, the development of Chinese travel radio and radio travel program suffers the great difficulties. On one hand, people have the stronger need on tourism information. On the other hand, the travel program quantity is limited and the quality is not high, which cannot meet the need. Therefore, the domestic research on radio travel program gradually increases. Under such a background, the author studies the relevant domestic and foreign researches. After conducting much document retrieval and reading, the author finds that there is no research about the communication effect of radio travel program.This research mainly applies the case analysis method and questionnaire method. To better do the research, the author investigates the radio audiences of Sichuan Television & Radio including the audiences of traffic frequency, audiences of travel life frequency and audiences of economic frequency. The main issues this research involves are shown below: 1. The basic features of audiences; 2. Media selection tendency of audiences and their application habits; 3. The listening attitude of audiences to radio travel program of Sichuan Radio & Television; 4. The change of audiences’ travel behavior and re-communication. Through the survey, the author achieves the following conclusions: the data of the survey after the comprehensive analysis indicates that the main audiences structure of radio travel program of Sichuan Sichuan Radio & Television is quite narrow. The level is also low. Secondly, while audiences choose the media, they are inclined to Internet. The selection rate of radio is low. Next, the overall evaluation of audiences on radio travel program tends to be low. The content they pay more attention to is about the tourism information and strategy. Finally, with regard to the influence of radio travel program on audiences, they participate in the program so as to arouse their desire to travel. Particularly, the attention on the travel destination(travel project), the selection of the travel destination and decision as well as the share of travel stories and information are affected by gender, age and income.In the research process, the author discovers that the development of radio travel program of Sichuan Sichuan Radio & Television has many problems such as the incomplete content, low participation degree, weak editing ability and quite low production level as well as unstable communication. Thus, the author proposes the strategies to strengthen the communication effect of radio travel program. It is mainly implemented through adjusting the orientation of audiences, improving the quality of editing and broadcasting personnel, increasing the travel program, dispersing the show time and applying various communication modes. It is hoped that the study can provide theoretical support for the radio travel program development of Sichuan Sichuan Radio & Television. Meanwhile, it puts forward some tentative suggestions on its sound progress.