Research On The Optimization Of Brand Communication Strategy Of Huangling In Wuyuan

With the development of interconnected technologies and smart terminals,consumers are no longer the passive receivers in the process of brand communication.Consumer self-sharing,diffusion and other communication forms become the normal brand communication in the digital era.Therefore,increasing scholars study brand communication from the perspective of consumer perception.Tourist travel notes are an important carrier to spread consumer perception.It is of great significance to study tourism brand communication with tourist travel notes as a sample.Wuyuan Huangling is a famous tourist attraction in China.This paper chooses the brand as the research object,takes the online travel notes as the research sample,considers the brand communication effect of Wuyuan Huangling from the perspective of consumer perception,and discusses the optimization of its brand communication strategy.This paper focuses on three aspects: firstly,is the official publicity consistent with the brand information cognition of tourists? Secondly,is the brand attitude of tourists tend to be positive or negative? Thirdly,what is the tendency and influence of tourist communication behavior?The researchers collated the online travel notes of Ctrip,Qunar and Mafengwo from December 2016 to December 2019.201 research texts were obtained.In this study,qualitative and quantitative methods are used.First of all,use the ROST CM 6 software to analyze the text of travel notes,from the word frequency,emotional,semantic network relations and other dimensions to obtain consumers' overall cognition of Wuyuan Huangling.Secondly,around the scenic spot landscape,scenic spot service to build categories,from consumer cognition,consumer attitude and consumer broadcast behavior and other dimensions to carry out content analysis.Thirdly,through in-depth interviews with 13 authors of online travel notes To enrich and improve the research.Through the research,we found that there are the following problems in brand communication in Huangling,Wuyuan.First,there is a difference between the brand information publicized by the official of Huangling in Wuyuan and the tourists' cognition of the brand information,"Flower Town" has a low awareness of the brand positioning.Second,the tourists' overall attitude towards the brand of Huangling in Wuyuan tends to be positive,but the service experience has become the main factor affecting the brand satisfaction,and the traffic experience of the scenic spot is the primary factor influencing the negative emotion.Third,the tourists The overall trend of communication behavior is positive,but the positive and negative influence of tourist communication behavior is equal.The paper proposes the following suggestions for the optimization of brand communication strategies in Huangling,Wuyuan: First,to strengthen the integrated communication of brand information in scenic spots,improve the coverage of brand communication and consumers' sense of identity with brand information.Second,strengthen the supply of brand service experience and customized content,guide positive emotion to establish brand user relationship to improve the brand attitude of tourists.Third,through diversified forms to promote the spread and diffusion of tourist travel notes,improve the positive influence of tourist communication behavior.In general,this paper focuses on the optimization of brand communication strategy in Huangling,Wuyuan,from the perspective of tourists' perception,through consumer brand awareness,consumer's brand attitude and consumer's brand communication behavior.