Research On The Communication Of Tourism Government Official Account In Shaanxi Under The Background Of Cultural And Tourism Integration

The arrival of a new era of integrated development of culture and tourism,transforming a single traditional tourism into an in-depth combination of culture and tourism,which is not only an ideal option to make travel more meaningful,but also an inevitable way to achieve both "poetry and distance" and a powerful measure to meet the people's growing need for a better life.As a major tourism province,Shaanxi,based on its own rich and unique cultural resources and tourism market accumulation,has deeply integrated and developed into a new engine and new driving force for regional tourism to improve quality and efficiency.The official account of tourism government affairs has become one of the important channels for cultural and tourism authorities to release government affairs information,publicize local cultural and tourism information,and serve the broad audience because of its backing on We Chat,the social platform with the most active users and the service platform with the most comprehensive government affairs functions.Under the background of the integration of culture and tourism,the communication ecology and communication pattern of tourism government We Chat has undergone fundamental changes,and the research needs for its development and improvement are more and more urgent.The Shaanxi tourism government official account has formed the status quo of full coverage,hierarchical and grid layout.Some tourism We Chat official accounts are ranked higher in the country,and they are the leaders of the western tourism government official account.This research macroscopically analyzes the general situation and communication power of the current tourism government official account in Shaanxi through quantitative analysis method,and then selects four representative tourism government affairs in Guanzhong,southern Shaanxi and northern Shaanxi as samples according to the geographical distribution of Shaanxi and the status of communication power of the official account.Then the published content of these four samples is crawled using python language,analyzed from the four dimensions of communication subject,communication content,platform construction and communication audience based on the published content.On this basis,its experience and deficiencies,and propose corresponding improvement strategies can be summarized.The study believes that under the background of "integration of culture and tourism",the Shaanxi tourism government official account should seize the opportunity,be determined to improve,adhere to the guidance of promoting tourism through culture and promoting culture through tourism,establish the underlying logic of "culture + tourism",and further dig the local cultural connotation to highlight the regional differences,further expand the platform functions to meet the diversified needs of users for cultural tourism information services,and further capture the needs of users to increase audience viscosity.On this basis,it can link online and offline to amplify the dual benefits of cultural and tourism communication,and aggregate the advantages of regional media fusion to form a three-dimensional communication matrix to expand communication channels,so as to give full play to the dual advantages of information orientation and service functions of the tourism government official account,and strive to be a cultural and tourism integration connector and combustion accelerants,constantly releasing influence and entering a new era.