Research On Tourism Brand Communication Strategy In Ethnic Areas

With the rapid development of domestic tourism,tourism market competition is becoming more and more fierce,and a tourism brand with deep influence can help shape the image of the region.However,due to the unbalanced development between regions,there are many problems in the creation of tourism brands in ethnic areas.This paper takes Hefeng Ping Shan as a case study,and the research is divided into four parts.The first part is the introduction,which mainly introduces the background and significance of the study,the current situation of domestic and foreign research,the framework of the research content and the research method.The second part introduces the development of tourism brand of Hefeng Ping Shan,from three aspects of brand characteristics,brand identification and brand development history.The third part analyzes the current situation of tourism brand communication in Hefeng Ping Shan,and through questionnaires and fieldwork,it is concluded that there are problems in brand communication in Hefeng Ping Shan,such as single brand positioning,insufficient excavation of cultural resources,low informationization of scenic spots,weak brand communication,insufficient interaction with audiences,and imperfect construction of scenic facilities.In the fourth part,in response to the problems analyzed in the previous chapter,targeted communication strategies are proposed,suggesting that in the communication process,the tourism brand of Hefeng Ping Shan should fully explore the ethnic cultural elements and highlight the characteristics of the scenic area itself,so as to promote the integrated development of cultural tourism;in the advertising communication strategy,innovative advertising expressions are needed,celebrity endorsements are used to promote and create unique IPs of the scenic area to increase the brand value;in the public relations strategy,reasonable planning of event marketing,the use of ethnic festivals and the strengthening of the crisis strategy should be adopted.In terms of public relations strategy,the brand influence should be improved through reasonable planning of event marketing,using ethnic festivals and strengthening crisis control;in terms of technology strategy,we should make full use of big data,artificial intelligence and virtual reality technology to improve the informationization of scenic spots;in terms of audience strategy,we can make use of online live streaming platform to strengthen the interaction and communication with the audience;build a smart tourism platform to enhance the experience of tourists;and establish an emotional connection with the public through the community.Through the analysis method of communication science,this paper clearly puts forward the tourism brand communication strategy of Hefeng Ping Shan with the actual situation,which provides useful inspiration for the development of tourism brand communication in ethnic areas.