Research On The Design Of We Chat Official Account For The Tourism Image Of Yanchang County

Tourism image is also known as the image of tourist destination.The tourism image with characteristics can impress the participants of tourism activities a lot.With the overall tourism images of “the cradle of China petroleum” and “the hometown of plateau pear”,Yanchang County did not achieve very ideal effect of publicity and is still in the closed self-circulation state of tourism.Through the several times of field survey,Because of the limitation of traffic conditions,the status of economic development is in poverty level,the author finds that the intangible cultural heritages(hereinafter referred to as“intangible heritage”)of Yanchang county have the characteristics of regionalism,uniqueness and narrative.therefore,the establishment of tourist card for intangible cultural heritage is conductive to helping Yanchang County get rid of poverty from the perspective of transmission of tourism image.Taking the intangible heritage as the breakthrough point,this paper shapes the tourism image of Yanchang County with the help of WeChat Official Account,the media communication platform with the high usage rate in the ear of Internet,endows the tourism image of Yanchang County with the breadth and depth of culture and strengthens the vitality of Yangchang.This paper is based on the idea of network integrated marketing communication of Don Schultz 4I theory.Adopting the methods of literature research,case analysis,field research,image collection,this paper analyzes the existence value and feasible practice activities of WeChat Official Account for the tourism image of Yanchang County.After referring to the the existing county-level tourism WeChat official accounts and comparing and discussing the relevant WeChat Official Account samples of intangible cultural heritages,this paper puts forward some concepts on the content communication design of WeChat Official Account of Yanchang County.Besides,combined with the status quo of the tourism image of Yanchang County and taking the intangible cultural heritage as the publicity point,this paper applies the concept of 4I principle to design and practice the WeChat Official Account for the tourism image of Yanchang County.At present,WeChat Official Account has become a new media to publicize tourism image with its propagation characteristics of fragmentation and demassification.researches the tourism image of Yanchang County through the communication path of WeChat Official Account,provides new ideas for the county-level tourism development and expands its own communication influence,so as to provide certain references and ideas for the extension of tourism and the work of poverty alleviation.At the same time,due to the domestic research content of the tourism image with county-level research scope and non-legacy-centered content,there is less research content.hope this research and practice can provide some new ideas for tourism development in county-level regions.There are 80 figures,12 tables and 51 references in this paper.