Communication Promotion Plan For Rural Tourism Of Liangzhu Ruins Future Rural Park

Liangzhu Ruins Future Rural Park consists of eight villages located at the Liangzhu Site,and leverages the agricultural cultural tourism industry to promote the coordinated development of various villages.At present,its rural tourism development is in its infancy,facing the realities of fierce competition from similar products and the urgent need for market expansion.This plan aims to expand the market for Liangzhu Ruins Future Rural Park and to increase the awareness and influence of the cultural and tourism brand by exploring its resource endowment,distilling its unique values and pinpointing its target consumers.Through literature review,field research and in-depth interviews,this plan conducts a comprehensive analysis of the resource endowment,communication status,competitive products and target consumers of Liangzhu Ruins Future Rural Park.Based on the STP market positioning theory,the market positioning of Liangzhu Ruins Future Rural Park is identified,with college students as the target market in the next stage,and the “freshman peripheral tour” and “graduation tour” travel scenarios are taken as the market entry point.Annual communication and promotion plan for Liangzhu Ruins Future Rural Park is planned based on the integrated marketing communication theory and the 5A model of customer experience path.This plan relies on the cultural heritage of Liangzhu culture,explores the special resources,matches the needs of the “freshman peripheral tour” and “graduation tour” scenarios,and designs special thematic tourism routes.Through a series of communication and promotion strategies,this plan opens up the whole link of awareness,appeal,asking,action and advocation,accurately attracts customers,initially enhances the popularity and influence of its tourism brand among college students,establishes the brand image of young people’s leisure tourism destination,and helps the sustainable development of heritage sites and the demonstration of common prosperity of future villages.