Communication And Promotion Of Tourism Image In Shanxi

In 2009,the State Council clearly proposed to cultivate tourism into a strategic pillar industry of the national economy and a modern service industry that the people are more satisfied with.In China,the development process of tourism destinations has gone through several different stages,from the initial resource development orientation to the market development orientation,to the current image shaping orientation.The shaping,upgrading and dissemination of tourism destination brands have become a new trend in current development.As a major tourism resource province in Shanxi,tourism development started late,lacking indepth exploration and precise positioning in the shaping of tourism image,and encountering many problems in the spread of tourism image.Therefore,the choice of Shanxi Province as a research object is not only the need to develop its tourism market,but also the reference to the construction of other cities' tourism image.This paper uses the combination of theoretical research and empirical research.Taking the image documentary “Flying over Shanxi” filmed in Shanxi in 2012 as the research object,the tourism resources of Shanxi Province are comprehensively organized,and the premise of tourism development is comprehensive and accurate.Grasping;Secondly,it analyzes the main audiences,media and current visible communication effects in the current tourism image of Shanxi.The study found that Shanxi has a lack of top-level design,vague image orientation,outdated communication concepts,and single media in terms of image construction.In response to these problems,this paper starts with the market positioning theory and the basic elements of communication,and puts forward suggestions for the construction of tourism image in Shanxi.First of all,Shanxi should position its historical heritage as “the ancient rhyme of Shanxi” and attach importance to the cultural construction of the city.Secondly,for those cultural relics that “can't talk”,we need to “live” them by developing peripheral products and increase the fun of tourism activities.Finally,we must combine the current new media communication environment and make a multi-faceted attack to produce content that is more in line with the laws of market communication.Although these suggestions have been studied by the author's extensive data collection and post-thinking,I hope that it can bring ideas to Shanxi's tourism development.However,the author knows that his research on this subject is still under the influence of his own cultural level and ideological realm.In the initial stage,it is still necessary to continue to conduct indepth research.