Research On The Ritual Communication Strategy Of Red Culture And Tourism Brand

With the development of the times,the cultural and tourism industries are deeply integrated,and gradually move towards a new stage of brand development.Under the influence of the COVID-19,the cultural and tourism industry has suffered a major impact.Now we are entering the post epidemic era,and the challenges and opportunities for the sustainable and healthy development of the cultural and tourism industry coexist.Red cultural tourism is the product of the blending of red culture and red tourism,and is an important carrier for inheriting the red spirit and promoting the core socialist values in the new era.How to use the concept of brand communication to promote the construction and development of the red cultural tourism brand and better play its value maintenance function is an important issue of the times,and is also the fundamental starting point and foothold of this study.In recent years,the applied research on ritual communication in China has begun to shift to culture,tourism,brand and other related fields,focusing on the arousal of group awareness and value identification.The communication means and target pursuit of Red Culture and Tourism are more in line with the meaning of ritual.Therefore,the combination of ritual communication and red culture and tourism brand communication in this paper has academic applicability,and it is also an attempt and exploration of the localization application research of ritual communication.This paper focuses on the brand communication practice of three representative red cultural tourism brands,Yanan,Jinggangshan and Yimeng,from the special perspective of communication research-ritual communication theory.First of all,we will sort out the historical development context of the red cultural tourism brand under the realistic background,as well as the development challenges and opportunities at this stage,and grasp the internal and external basis of the red cultural tourism brand communication.Then,according to the theoretical framework of ritual communication,the practice of red cultural tourism brand communication is divided into three levels:symbol,scene and emotion,and the ritual deconstruction of three cases is carried out respectively.On the basis of full investigation and investigation,it is found that the communication behavior of the Red Culture and Tourism brand at this stage has the characteristics of ritual communication,which is embodied in the following aspects:building a ritual symbol system with language symbols,visual symbols and cultural creative symbols as the main body,and intentionally expanding the scope and influence of brand communication through brand linkage;The offline and online scenes of brand communication follow different construction principles,and in fact,they jointly create a multi-dimensional ritual space across the media;The brand communication of Red Culture and Tourism realized the complete process of the communication ritual in the specific scene composed of symbols,taking the telling ritual as the route,the red spirit as the core,and the emotional arousal as the goal.Based on the participatory field survey of research cases and in-depth interviews with tourists,cultural and tourism practitioners and experts and scholars,this paper draws on the existing beneficial practices of ritual communication of the red cultural and tourism brand,puts forward the path and strategy recommendations for the ritual communication of the red cultural and tourism brand,and explores the communication content from three levels,namely,the ritual content presentation strategy,the ritual scene construction strategy and the ritual emotion arousal strategy The unification of the communication environment and the communication objectives not only optimizes the communication activities of the red cultural tourism brand from the perspective of ritual communication,but also takes into account the special attributes of the red cultural tourism,providing useful application reference for the research of the red cultural tourism brand and the red cultural communication.