Chongqing City Tourism Media Image Under The New Media Environment Research On Positioning And Communication Strategy

With the acceleration of global urbanization,the city image has become a window and a walking front for a city which is quickly known by the outside world.The rapid development of tourism makes the status of urban tourism image prominent.Whether to accurately locate and update the city tourism image in advance is very important to the development of tourism industry.Throughout the long history of development,Chongqing city has derived the image of Cuba Chongqing,the cultural image of the wharf,etc.In this process,the image of urban tourism media is formed spontaneously from the unconscious following the historical development trend,and gradually changes to the stage of conscious positioning of urban tourism media image,and now the systematic planning and positioning of urban tourism media image.With the emergence of new media,Chongqing tourism media image has pushed Chongqing tourism economy development to a new level under the new media environment,and Chongqing tourism media image has a new position in the new media environment.Chongqing tourism media image has the characteristics of interaction and opening up in the new media environment.The new media provides information sources and topic degree,and it is constantly updating the image of Chongqing tourism media.However,under the new media environment,Chongqing tourism media image orientation is also faced with the risk of being stigmatized and shaped by other people because it is not updated,constructed homogenous and fuzzy in time,and the communication is weak,and the appeal force of Chongqing characteristic tourism cannot be fully exploited,and the accurate drainage and diversion cannot be achieved.After the emergency,the public opinion guidance is not timely and not in place.This paper mainly discusses the media image in Chongqing city tourism image,that is,the image of Chongqing tourism media.First,starting from the connotation of Chongqing city media image,taking Chongqing city media image as the research object,this paper analyzes the changes of Chongqing city media image after the period from Cuba to Chongqing directly under the central government through literature research method,and analyzes the main positioning factors of Chongqing city media image in each historical stage.Then,starting from the connotation and significance of Chongqing tourism media image orientation,taking Chongqing tourism media image as the research object,the paper uses the literature research method to sort out the historical development process of Chongqing tourism media image orientation from the traditional media era to the new media environment,and reflects the period from the traditional media era to the new media environment by comparison,The comparative development and change of Chongqing tourism media image orientation.Then,the paper makes a comprehensive and in-depth case study on the events of official friendship reminding citizens of staggering peak travel on National Day 2019 and the crisis of Wanzhou bus falling into the river in Chongqing,and comprehensively showing the communication process and characteristics of Chongqing tourism media image in daily and crisis state under the new media environment.Then through questionnaire analysis,we are committed to find out the crux of Chongqing tourism media image in the positioning and communication strategy under the new media environment,and finally give the reference optimization strategy for the location and communication of the drugs.This paper can be divided into six parts:The first chapter is the introduction,which explains the background and significance of the topic selection,combs the research process and results of Chongqing's tourism media image in terms of positioning and communication strategy under the current new media environment through literature review,and defines the core concepts of urban media image and urban tourism media image,which will run through the full text Stereotype and other key theories,research methods will be used and so on.The second chapter is the positioning of Chongqing's tourism media image,which is to sort out the city media image and Chongqing's tourism media image formed in the historical development process of Chongqing,summarize the positioning process and reasons of Chongqing's city media image and Chongqing's tourism media image,and show the positioning development characteristics of Chongqing's tourism media image,This paper compares the development and changes of Chongqing's tourism media image positioning from the traditional media environment to the new media environment.The third chapter is about the communication of Chongqing's tourism media image in the new media environment.Through the detailed case study of two typical cases,it finds out the new changes of Chongqing's tourism media image in the aspects of communicator,communication content,media and process,communication object,etc,It shows the communication process and characteristics of Chongqing's tourism media image in the state of daily communication and crisis.The fourth chapter is the positioning and communication effect perception of Chongqing tourism media image.Through the data analysis of the questionnaire,it shows the basic situation and travel situation of the respondents in the new media environment,and what media the audience is used to contact in the new media environment.It also analyzes the audience's feedback on the positioning and communication effect of Chongqing tourism media image in the new media environment.The fifth chapter is about the existing problems of Chongqing's tourism media image positioning and communication,that is,the homogenization and fuzziness of Chongqing's tourism media image positioning,the insufficient use of new media to tap Chongqing's charm,the untimely handling of crisis events and public opinion guidance,the distortion of Chongqing's tourism media image,and so on.The sixth chapter is the optimization of Chongqing's tourism media image positioning and communication strategy,which is the summary of the optimization suggestions of Chongqing's tourism media image positioning and communication strategy in the new media environment.Conclusion: summarize the full text and look forward to the futureThe results show that: compared with the traditional media environment,Chongqing's tourism media image has made great progress in positioning and communication strategies under the new media environment,but it still faces some problems,such as insufficient differentiation,accuracy,insufficient use of new media to tap Chongqing's charm,untimely handling and guidance of crisis events,distortion of Chongqing's tourism media image and so on,We need to strengthen the hard power,cultivate the soft power,timely update the positioning,accurately position the drainage,self shape the differentiated image,timely guide public opinion,and attach importance to the power of the public.Therefore,through literature research,case study,questionnaire analysis and comparison,the author tries to find out the crux of the positioning and communication strategy of Chongqing's tourism media image under the new media environment,and points out the optimization suggestions of Chongqing's tourism media image in the positioning and communication strategy under the new media environment,In order to optimize the relevant departments under the new media environment,Chongqing tourism media image positioning and dissemination of some reference.