At the beginning of 2024, Harbin tourism will ignite the network, activate the national cultural tourism market, and local cultural and tourism departments will use the Internet to promote local tourism. Currently, during the Spring Festival holiday, another wave of cultural and tourism fever is already on the way. How to seize the opportunities of the new round of cultural and tourism fever, promote local cultural and tourism resources to the outside world correctly and effectively, and establish the image of cultural and tourism requires cultural and tourism communication to establish the correct way and direction, break through the "internal competition" with "connotation".
Cultural and tourism communication can only achieve the unity of breadth, depth, and reputation when reaching users, based on the profound Chinese civilization. Therefore, cultural and tourism communication must move towards internalization and break through the tendency of internalization with substantive connotations: in terms of dissemination content, it is necessary to explore the deep spiritual value of cultural and tourism resources in local characteristic cultures; In terms of communication subjects, it is necessary to mobilize the action forces of multiple subjects, believing in both the official authority and the expertise of the public; In terms of communication strategy, it is necessary to comply with existing promotional norms and also adapt to the habits of today's netizens, adding a moderate sense of the internet; In terms of communication laws, we should not only focus on building a unified cultural and tourism brand, but also carefully promote customized information services.
Emphasize the dissemination of connotations and the identification of local cultures. The cultural and tourism department can inject credible, approachable, and lovely local cultural elements into various dissemination activities, focusing on presenting intangible cultural heritage, traditional crafts, folk art, etc., further enhancing the cultural and tourism brand. For example, dialect culture is an important component of local characteristics, and "dialect dialogue" activities can be launched online.
Gain insight into the dissemination of public opinion and diversify the actors involved. To leverage the mainstream role of official channels and tap into the communication resources of mainstream media in various regions, cultural and tourism departments should also take the initiative to speak up in a timely manner, and seize the high ground of public opinion before counterfeiting and noise. Relevant departments should enhance their awareness of cultural and tourism public opinion supervision and handling, draw on the recent experience of Harbin Cultural and Tourism Bureau in public opinion governance, and achieve quick response to any public opinion events. When there are situations, they should deeply reflect on inadequate services, and the public security, market, cultural and tourism departments should collaborate to carry out supervision. At the same time, it is necessary to leverage the positive narrative ability of folk resources, explore the value of positive cultural celebrities, positive news figures, and other individuals, and form a diverse narrative matrix of cultural and tourism stories.
Clarify communication strategies and influence narrative discourse networks. In recent years, traditional customs and folk activities in various regions have formed a large amount of textual materials. When spreading to online users, attention should be paid to the easy to understand and interesting way of speaking. For example, the unique cultural resources that attract tourists to cultural landscapes can be combined with the current internet slang "street sweeping" to describe the activities of photography enthusiasts taking photos on the streets, narrowing the psychological distance with netizens. At the same time, leveraging the advantages of online interaction, modern forms such as H5 and social media games are integrated into traditional stories, and modern technology is used to recreate historical scenes, making them conform to the touch screen habits of modern netizens.
Pay attention to the laws of dissemination and achieve overall customization and parallelization. Firstly, it is necessary to form a holistic cultural image and route. For example, by creating cultural tourism circles, cultural festival alliances, and other forms, promoting the sharing and exchange of cultural resources in various regions; Integrate food resources from different regions and provide a one-stop culinary experience. Secondly, carry out customized information combination and delivery. On the basis of overall brand building, form precise information push and empower cultural and tourism communication with differentiated digital practices.