| With the improvement of living standard,people’s demand for cultural tourism presents a trend of diversification and individuation.Different from general tourism,cultural connotation is the core of cultural tourism communication,and Yanbian Prefecture has unique advantages.Yanbian Korean Autonomous Prefecture as the country’s largest Korean community,Korean history and culture remain intact in Jilin Province has an irreplaceable position in tourism.However,in the specific yanbian Korean Autonomous Prefecture tourism brand promotion and communication,the lack of systematic marketing strategy and communication means of use.In terms of the corresponding theoretical support,the local literature and academic research on the tourism brand communication of Yanbian Prefecture are still seriously insufficient.Therefore,in order to develop the tourism strategy of xingzhou,the integrated marketing communication strategy of cultural tourism is the most important development.Relying on the management,this article through to the cultural tourism,the understanding and application of integrated marketing communications,using the theory of management,namely,PEST analysis,SWOT analysis,in the use of the theoretical basis,combined with the domestic and foreign research present situation in our country,through the methods of questionnaire survey,field visits,research jindal folk village,for example,in the current situation,This paper analyzes the problems existing in the integrated marketing communication of cultural tourism projects,combines theory with practice,and makes suggestions for the integrated marketing communication of cultural tourism in Yanbian Prefecture.Analysis shows that its jindal folk village depends on the good natural resources,the advantages of the folk custom culture,policy support,the overall development situation is good,operation stable,but also the scenic area is a single tourist products are drawn,severe homogeneity,the lack of overall planning of marketing communications and the lack of market segmentation,positioning is not clear;The communication content is chaotic and lacks characteristic communication;Dissemination channel disperses,dissemination strength is insufficient problem.The development of cultural tourism has become an important channel to promote regional economic development.Based on promoting the jindal folk village as an example,in-depth excavation and analysis of the current jindal folk village cultural tourism marketing communication in question,view,and aimed at promoting the cultural tourism marketing communication strategy,put forward a series of construction is market segmentation in the first place,a clear product positioning,through according to the division visitors to segment the market,and then to enhance the brand value,From the perspective of its cultural connotation to product positioning;Secondly,the integration of departments and institutions,shaping a consistent image,focusing on the power of the whole state,the yanbian tourism brand to create a consistent external image,the integration of all tourism resources,unified shaping the image of Yanbian cultural tourism;Finally,the tourism of Yanbian prefecture will be promoted by using various marketing modes of tradition,experience,festival,KOL online and offline,thus promoting the progress of tourism industry,in order to provide theoretical and practical reference for the development of cultural tourism in Yanbian Prefecture. |
