Research On The Tourism Image Communication Of Ulanqab From The View Of Four Vese Theory

The vigorous development of tourism can provide great impetus for the economic growth of tourism areas,and tourism has gradually become one of the pillar industries of tourism areas.With the expansion of the tourism market and the popularization of tourism popularization,the competition between tourism places has become increasingly fierce,and a good tourism image has become the primary premise for attracting tourists and improving the competitiveness of cities.In recent years,the tourism industry in Ulanqab city is developing in a good trend,the construction of scenic spot projects is progressing steadily,and the cultural and art works are constantly innovating.Relying on the unique transportation location advantages and rich and diverse tourism resources,it has attracted many domestic and foreign tourists.Starting from the "four veins theory" in tourism,this article takes Ulanqab city as the research object,analyzes the current situation of tourism development,and sorts out the utilization of resources according to the four levels of land context,context,human network and business vein.Then through the depth interview of tourists detailed understanding of Ulanqab scenic area,history and culture,cultural relics,brand tourism resources and other overall impression and evaluation,summarizes Ulanqab the most attract tourists is vein resources,the most popular scenic spot is hui teng yellow valley scenic spot and Ulanqab volcanic geological park,many tourists yearn for grassland activities and strange volcanic scenery.Secondly,the current situation of tourism image communication in Ulanqab city is analyzed from the four levels of disseminator,media,content and audience,and then the homogenization of publicity content of local resources,insufficient mining of cultural resources,neglected utility of human resources and unbalanced development of commercial resources are found.Based on the in-depth interview and survey analysis,the optim ization strategy of tourism image communication is proposed in thel ast chapter.First,we should continue to take vein resources as gravity,deepen content creation,integrate creative elements,create com munication matrix and form scale advantage;second,implement the principle of deep integration of cultural tourism,develop culturaland creative products,realize the digital transformation of cultural resour ces,build cloud tourism resources,and attract foreign tourists with cultural charm.Thirdly,with network resources as the power and cel ebrity effect,cultivate opinion leaders.Finally,explore the potential of commercial resources,build scenic spot enterprises,help the development of tourism,and realize the benign interaction between tourism advantages and commercial advantages.This article to analyze Ulanqab tourism image dissemination as the main content,according to the pulse,context,contacts and bus iness four levels of Ulanqab tourism resources,discusses the shortcomings of tourism destination image communication and optimization strategy,to enhance Ulanqab internal recognition and external visibility has a positive role,to a certain extent can enhance the city culture soft power,promote the development of tourism.