Research On Red Tourism Brand Communication From The Perspective Of SIPS

Since the reform and opening up,China has set off a wave of cultural tourism,and red cultural tourism based on red culture has come into being,and a number of red tourism brands with both political and commercial characteristics have stood out.The communication of red tourism brand is a political,economic and cultural project,which is of positive significance to promote people’s understanding of revolutionary culture,stimulate people’s patriotic feelings and promote local economic development.In the Internet era,how to optimize the communication strategy of red tourism brands and enhance the communication effect of red tourism brands is an important topic of great theoretical significance and practical value.SIPS model is a communication theory proposed in the field of commercial communication based on the new characteristics of public psychological behavior in the Internet era,because it reveals the key nodes and mechanisms of communication in the Internet era,and has become one of the core theories followed by brand communication.The red tourism brand is a special cultural brand,which is both political and commercial.Red tourism brand communication aims to tell the red culture brand story,empower the tension of the red tourism brand,deepen the emotional relationship between the red tourism project and the people,and have a logical basis for applying the SIPS model.SIPS model provides a new framework for the study of red tourism brand communication.Based on the new changes of Internet communication technology and audience’s psychological behavior,and following the core communication points of SIPS model "resonance--confirmation--participation--sharing and diffusion",this paper introduces "experience" content and forms a framework process of "resonance--confirmation--participation and experience--sharing and diffusion".It suggests that the communication of red tourism brand should highlight their respective key points in different links,from arousing public resonance,encouraging public confirmation,guiding public participation and experience,to promoting public sharing and diffusion,and gradually strengthening the influence of red tourism brand.This paper selects the national red tourism brand representative "Xiangjiang Campaign Memorial Park" as the research object,adopts the case analysis method and the content analysis method to systematically study the communication content of Xiangjiang Campaign Memorial Park in mainstream media and new media,and obtains the first-hand information of the brand media communication decision-making and implementation of Xiangjiang Campaign Memorial Park through in-depth interviews.Through in-depth analysis of brand communication strategy of Xiangjiang Campaign Memorial Park,it is found that there are some deficiencies in brand communication,such as over-reliance on mainstream media,single communication means,imperfect new media communication channels,and the quality of brand communication content needs to be improved.Then,from the point to the surface,it focuses on the current situation of national red tourism brand communication.According to the research,all over the country,according to the characteristics of local red tourism culture,have innovated red tourism brand communication forms,but there are also problems such as the communication content is difficult to arouse wide resonance,difficult to meet the needs of the audience,the surface of the communication interactive experience is formalized,and the audience is not willing to share the second time.The deep-seated reason for these problems is that the relationship between political and commercial nature of red tourism brand is not properly handled,and the marketization degree is not high.On the surface level,the reason is the lack of professional personnel to operate the red tourism brand and the insufficient investment in the communication of the red tourism brand.At last,based on the innovative SIPS model,the paper proposes suggestions to improve red tourism brand communication in view of the existing problems and reasons of red tourism brand communication,namely,to explore the emotional resonance of the brand,strengthen the brand recognition of the audience,promote the audience’s interactive experience,enhance the audience’s willingness to share,and strive to provide new ideas for the construction of national red tourism brand communication strategy.