Research On The Tourism Brand Communication Of Enshi Tujia Fairyland Under The Background Of Cultural Tourism Integration

In the era of mass tourism,the quality of tourism brand has become an important indicator for tourists to choose the destination.China has a vast territory and a large number of nationalities.The industrialization of the integration of the original culture and tourism of ethnic minorities has become the leader of the integration of culture and tourism in ethnic areas.This paper selects the "Enshi Tujia fairyland" in the national culture of Enshi Tujia nationality as the core,and "Enshi Tujia fairyland" which has successfully carried out industrialization evolution as the research object,paying attention to the reality of its tourism brand construction and communication.Through the investigation and Research on the current situation and the effect of brand communication of Enshi Tujia fairyland,it is found that there are some problems in the process of the integration of culture and tourism,such as weak brand comprehensive influence,narrow audience distribution;scattered utilization of national cultural resources,low integration strength;single media,low information dissemination rate;weak industrial agglomeration function and backward development of resource agglomeration.In this paper,SWOT matrix analysis method is comprehensively used to compare and analyze its communication disadvantages and advantages,industrial competition and threats.From the perspective of brand image communication and user management,four management optimization strategies are put forward,namely,personalized image building,diversified message push,three-dimensional subscription and promotion,and precise user management.From the perspective of brand communication path,this paper puts forward three optimization strategies focusing on major festivals,hot events and intangible cultural heritage communication.From the perspective of brand communication mode,"food","travel","shopping" and "entertainment" are combined with "cultivation","leisure","emotion" and "interest" respectively,and four brand communication modes are put forward,enriching health and nourishing;leisure and vacation;folk culture inheritance;folk scene experience.It is hoped that under the new development trend of the integration of culture and tourism,it will provide some practical reference for the construction and communication of tourism brand heterogeneity based on local culture in ethnic areas.