The Research On Integrated Marketing Communication Of Cultural Tourism Projects

With the change of global information dissemination environment,the demand of the people has shown a trend of individualization and diversification,which has led to a white-hot state of competition among cultural tourism projects in various regions.Different from ordinary tourism,the core communication power of cultural tourism projects is its cultural connotation.Therefore,in the implementation of integrated marketing communications for cultural tourism projects,it is necessary to focus on satisfying the needs of the public's cultural experience,but also to ensure the realization of the optimization of the dissemination.In this paper,when studying the integrated marketing communication strategy of cultural tourism projects,Nanchang Wanda Ocean Park is the main research object.Although the marketing communication of Nanchang Wanda Ocean Park has achieved certain results at this stage,the integrated marketing communication theory has not really been applied in the practice of cultural tourism projects.Questionnaire survey results showed that the existing marketing communication methods of Nanchang Wanda Marine Park did not fully achieve accurate disseminate,and the audience's perception was mainly based on WeChat' channels of communication.The diversified ticket purchase channels still used APP as the mainstream.The lack of dissemination of the project has affected the integrated marketing communication effect of cultural tourism projects.Therefore,this paper tries to sort out the current marketing communication status of Nanchang Wanda Ocean Park,and explores the model of communication that cultural tourism projects should follow from the perspective of integrated marketing communication theory.Through the integration of internal communication resources and the construction of core communication advantages,trying to explore the optimal path for integrated marketing communication strategies.