A Study On The Strategy Of Tourism Brand Communication In Xi'an "New Silk Road"

Based on the theory of tourism communication and the introduction of the concept of brand communication,this study discusses the brand building of Xi'an in the "New Silk Road"tourism communication through the study of data and data.At the same time,the use of communication research methods to explore the Xi'an "Silk Road" tourism communication effect,through the study found that Xi'an "Silk Road" tourism communication exists fuzzy image shaping,lack of communication channel innovation,lack of brand management and other issues.Based on the dissemination effect and the lack of cognition,this study puts forward a feasible strategy for the construction and dissemination of the "Silk Road" brand in Xi'an.To enhance the "new Silk Road" tourism communication,we must build Xi'an "new Silk Road" tourism communication brand image,through a certain medium and channels,so that"Silk Road" brand in the hearts of tourists to create brand awareness.In this process,the media is an effective and powerful channel,Xi'an "new Silk Road" tourism brand of tourism on the decision-making,action and experience to influence.In addition,the media(tourism media)is not only a channel for the dissemination of tourism information,but also because of the media form and content differences caused by tourism attraction changes.In this study,the author uses the content analysis method as the main research method,supplemented by the questionnaire survey and analysis,analyzes the status quo of Xi'an "new Silk Road" brand communication,combined with Xi'an as the "new Silk Road" strategic center city goal In order to improve the transmission of Xi'an "Silk Road" brand,we need to rely on Xi'an "Silk"to further explore the problems of Xi'an "Silk Road" tourism brand communication.The use of the Internet,the integration of media resources,through creative marketing,optimize the dissemination,improve the tourism commentary system,and guide tourists to the "Silk Road"recognition of the "Silk Road" cultural industry construction;And strengthen the Silk Road along the city media cooperation,mutual publicity tourism resources.