Study On The Tourism Brand Communication Strategy Of The Palace Museum In Beijing

Beijing Palace Museum,formerly known as the Forbidden City,was built in the eighteenth year of Yongle in the Ming Dynasty(1420),and has a long and brilliant history of nearly 600 years.As the Royal Palace of Ming and Qing dynasties,there were 24 emperors and their concubines living and governing here.It is the largest and most complete ancient wooden palace complex in the world,and has more than 1.86 million precious cultural relics.In recent years,the Palace Museum,as one of the most famous and influential museum-type tourist attractions in China,has been constantly appearing in the media and the public.With its high-quality and high-tech humanized scenic area service management and vivid online image creation without losing cultural connotations,it has closed the distance with the public.The Royal Palace was transformed into a large comprehensive museum with abundant historical and cultural background in the eyes of the audience.Beijing Palace Museum's precise self-positioning and successful tourism brand communication strategy undoubtedly set an example for the development of domestic tourist attractions,which has a very high reference value and demonstration role,and is worth studying,learning and promoting.Based on the "5W" mode of communication,taking the communicator,the content,the channel,the audience and the effect of the communication as the path,this paper studies the orientation and concept,the resources and value of the royal palace complex and cultural relics collection,the audience of communication,and the media and channels of online and offline communication of the Beijing Palace Museum.Through the data obtained from the audience questionnaire,the communication effect is analyzed and summarized,and the future direction of development is proposed.