A Study On Tourism Culture Marketing Strategy Of Handan A Company Based On Cultural Communication Theory

"Tourism is the body,and culture is the soul ".The development of cultural tourism industry needs to attach importance to the role of culture.For Handan City,rich history and culture is not only the foundation of the development of tourism culture industry,but also an important breakthrough to solve the serious homogenization of tourism industry.As a famous historical and cultural city,the development of tourism in Handan needs to excavate the connotation of culture,use the theory of cultural communication to broaden the thinking of cultural marketing,and use culture to awaken the vitality of urban tourism industry.Based on this,this paper takes the literature review method,questionnaire survey method and case analysis method as the research method,takes Handan city tourism culture development as the breakthrough point,takes the A tourism company marketing strategy as the research.content,draw the development motive force from the theory of cultural communication,find the right direction accurate positioning,and contribute to the prosperity of Handan tourism industry with its own development.First of all,this paper introduces the related concepts and theories of cultural communication,tourism cultural marketing,and understands the framework of laswell 5W model — "communicator-communication content-media-communication objectcommunication effect ",and deeply studies the promotion effect of cultural communication theory on tourism cultural marketing.Secondly,analyze the business scale,business scope,product marketing strategy,channel strategy and promotion strategy of A company,and understand the marketing status of A company.Third,make a detailed analysis of the basic environment of tourism culture marketing faced by A company,understand and analyze the tourism resource environment,economic environment and policy environment of A company,and analyze the competitors of A company to grasp the direction of tourism culture marketing of A company.Fourth,using the questionnaire survey method,the survey and analysis of the basic situation and behavior characteristics of tourists,tourists to A company tourism services and marketing experience satisfaction and other content,grasp the effect of tourism culture marketing,and mining the existing problems.Lastly,under the guidance of 5 W model,we analyze A company's customer market demand,do a good job of target market analysis and market positioning,determine A company's marketing strategy,and make a reasonable design of Handan A company's brand image positioning,differentiated products and service strategy,channel strategy and promotion strategy,so as to provide a tourism company's cultural tourism business marketing.