Study On The Social And Cultural Tourism Advertising

Since entering the 21 st century, our national standard of living continues to improve, residents' disposable income continuous growth. At the same time, the increasingly sophisticated systems of state paid leave and legal holidays are promoting an increase in leisure time of residents. The common growth of the residents' disposable income and leisure time, driven by the rapid development of China's tourism industry. In order to improve the visibility of the tourism enterprise and the local tourism, tourism enterprises and tourism administrative departments have increased spending on travel advertising under the environment of fierce competition of tourism market.The rapid development of tourism advertising and the booming tourism industry can not be separated. Tourism advertising is published by certain media, to expand its influence and visibility tourist destination, its ultimate goal is to promotion of tourism products and services in order to achieve the purpose of attracting consumers consumption. Tourism advertising not only has economic characteristics, but also has the obvious characteristic of the culture. It is the carrier of culture and communication tools. However, in the process of the tourism advertising, false and vulgar advertisements emerge in an endless stream. This will not only undermine the image of a tourist destination, but also affect the propagation effects of tourism advertising. Especially in ethnic minority tourism advertising, due to the limitation of the local economic development level and the influence of cultural differences, the understanding of ethnic culture could be skewed, which restricts the development of ethnic minority tourism region.Taking tourism advertising of Enshi Tujia and Miao Autonomous Prefecture as an example. The sample of tourism advertising is derived from the site of the new media and traditional media such as newspapers and magazines. Samples used for tourism advertising text strategyand image strategy are analyzed respectively.The results show that there are too many disadvantages of exaggerated in the tourism advertising of Enshi Minority. A combination of image and text mode is unreasonable. They attach great importance to natural tourism resources, oversimplify cultural tourism resources. Therefore, in the process of ethnic minority tourism advertising promotion, tourism advertiser should grasp the word accuracy; adopt the reasonable tourism advertising text and image combination mode to reduce the cultural differences between different ethnic groups; pay attention to the promotion of Enshi natural tourism resources and cultural tourism resources to attract tourism's eyes.