Research On The Communication Strategy Of Tourism Destination Image Based On Huizhou Release

With the quickly development of China's tourism industry and the continuous innovation of new media technology,the communication environment of the tourism destination image has been greatly improved.As a new mass media with high transmission efficiency and good communication effect,We Chat timely meets the communication needs of the image of each city's tourist destinations.Huizhou has many tourism resources;its tourism development is good.Huizhou was named China's Excellent Tourism City in 2001.In 2018,Huizhou total tourism revenue accounted for more than 11% of its GDP.Tourism has become an important driving force for Huizhou economic development.Huizhou Release is the main window for tourists to learn Huizhou.Based on its authority,objectivity,and non-profit characteristics in the process of communication,Huizhou Release has a certain characteristic in its tourism destination image communication strategy.So,this paper selects Huizhou Release as the research object,and It is mainly to explore the communication strategy of its tourist destination image.First,this paper uses literature analysis to review the current research status of tourism destination image communication.This paper found that most scholars study the tourism destination image from the perspective of tourists.Research on the role of the media in the dissemination of tourism destination image needs to be further expanded and refined.Second,this paper discusses the constituent elements and characteristics of the tourism destination image,and deeply analyzes the communication elements of We Chat.We found that the tourism image destination is presented five characteristics,these characteristics compose the commonality of the tourism destination image.Third,this paper uses content analysis to analyze the text about tourism in Huizhou Release from April 25,2014 to December 1,2018.We found that Huizhou Release spread positive,brief and blur,environmental,humanities tourism destination image in Huizhou.Fourth,this paper analyzes the advantages and disadvantages of Huizhou Release in the process of dissemination of tourism destination image.The main advantage are strong agenda setting ability,Significant clearance effect,novel expression and precise positioning.The disadvantages are clear image visual recognition system lacking,of professional image design team lacking and small number of users etc.Fifth,according to the above-mentioned Huizhou Release in the process of tourism destination image communication,this paper puts forward five suggestions for improvement based on the actual situation,such as establishing a distinctive visual identity system,building a professional image design team,making full use of functions,expanding the scope of image promotion and improving users' engagement and satisfaction.This paper intends to find practical ways to shape and disseminate the tourism destination image of Huizhou through the research on the communication strategy of the tourism destination image of Huizhou Release.At the same time,it can also provide reference for the image communication of other small and medium-sized cities.