A Study On The Dissemination Of National Culture In Tourism Advertisement

Today, developing culture tourism economy is becoming the most important approach to achieve the economic restructure and out off poverty. The ethnic culture is the significant resource to develop the tourism economy. However, because of the development of the tourism economy and the unsuitable utilization of the ethnic culture resource, the indigenous ethnic culture become metamorphosis gradually during the process of tourism transmission, and the ethnic culture is impact by the foreign culture and commercial economy, the life-style of the aborigines changed gradually. The mainly performance is the ethnic culture and the foreign culture mixed, the audience understand the ethnic culture incompletely and the ethnic culture be commercialized. All the appearance showed the tourism economy of the ethnic area developed unhealthy.This paper takes Phoenix as a case, advertising communication mode in tourism as an incision, to study the problems appeared in national culture communication. Textual analysis and content analysis are used to study the usage of tourism advertisement of Phoenix in characterization and spreading of image of national culture, research the variations of national culture during the spreading of tourism communication and the reasons.And then put forward the countermeasures to optimize the Phoenix tourism communication practice and strengthen the protection of ethnic cultural recommendations.At present, the national culture of Phoenix in the tourism communication appears a phenomenon of imbalance of the national culture and foreign culture hybrid and inheritance of ethnic culture. Objectively speaking, the cause of variation of the ethnic culture is the influence of tourism spreading activities. From the subjective point of view is the result of the aboriginal consciousness gradually weakening.So, to optimizing Phoenix tourism spreading activities, and reappear real national culture, this paper proposes focusing on building the brand image of Phoenix tourism, spreading Phoenix national culture image comprehensively, and strengthening the protection an inheritance of Phoenix national culture.