| The arrival of the big data era,the sharing economy era,and the new media era has attracted the attention of tourists with diversified information,making tourism destination competition increasingly fierce.The intelligent and refined marketing and promotion model has provided new ideas for cultural and tourism upgrading.Tourism advertising plays a significant role in shaping the image of tourist destinations and promoting the prosperity of the tourism industry.The promotion of exquisite,personalized,and creative tourism advertising information is crucial for tourists to generate their willingness to travel.At the same time,government tourism advertising is also an effective means to establish a city brand,improve the core competitiveness of urban tourism,and promote the development of the tourism industry.This study is based on the theories of communication and marketing,and has sorted out relevant literature on tourism advertising,government advertising behavior,and tourists’ willingness to travel.Taking Wuhan government tourism advertising as the research object,guided by the framework of 5W communication theory and integrated marketing communication theory,this study explores the impact of government tourism advertising behavior on tourists’ behavioral willingness from the perspectives of communication methods,channels,and content,Conduct research on advertising dissemination and travel intention,and propose optimization of tourism advertising themes and performance strategies,in order to provide valuable references for tourism management departments and urban tourism image promotion departments.From the perspective of practical application,this article provides some scientific suggestions for the brand positioning,expression techniques,and media strategies of Wuhan’s image advertising by analyzing the tourism advertising placement in Wuhan.It has certain enlightening practical significance for the future tourism promotion strategies of the Wuhan Municipal Government and improving the effectiveness of Wuhan’s tourism advertising placement.This study analyzes the funding investment of advertising as a tourism destination in Wuhan from 2015 to 2021,as well as the government’s investment in tourism advertising,including advertising campaigns on high-speed rail stations,paper media,radio and television stations,cultural and tourism activity guides,and new media platforms.After that,it further analyzes the promotion mechanism of government investment in tourism advertising.Based on this assumption,the advertising placement model based on the mediating effect of placement form and the moderating effect of placement effect can be concluded that tourism advertising form plays a mediating role in tourism advertising content and travel intention;The advertising effect plays a positive regulatory role in the form of tourism advertising and travel intention.Based on the above conclusions,a preliminary model is proposed for the factors influencing the willingness to travel when the government places tourism advertisements in Wuhan.Through empirical analysis,the mechanism of the government’s advertising behavior on tourists’ willingness to travel is found.This article analyzes the mechanism of government advertising in tourism,as well as the effectiveness of the model.Through the above case study and data analysis,it analyzes the basic problems of tourism advertising in Wuhan City,and concludes that the Wuhan City government has problems in various aspects of advertising,such as the lack of rationality in the selection of government advertising channels,the lack of innovation and interaction in advertising content design,Failure to create new tourist attractions in advertising content;There is still room for improvement in the form of advertising placement;The theme positioning is not clear,the advertising target is vague,and the advertising effect needs to be improved.Therefore,this study combines the mechanism of the model and provides corresponding conclusions,proposing policy recommendations on the impact and promotion of tourism advertising on travel willingness: 1.Clarify the theme of advertising advertising,and achieve a new pattern of win-win cooperation between government and enterprises;2.Select sexual selection advertising forms to achieve accurate tourism advertising;3.Clarify the demands of different groups of tourists,and create interaction between advertising content and tourists.To provide reference and inspiration for the development of the tourism industry. |
