Evaluation on the Communication Strategy of Cultural Tourism Brand under the Deep Integration of Visual Media
Main Article Content
Abstract
Although cultural tourism has developed rapidly, many cultural tourism resources remain in the expansion stage and still lack systematic brand construction. With the development of media technology, visual media has become an important carrier for brand communication and provides new technical support for cultural tourism promotion. This paper studies cultural tourism brand communication strategies under the deep integration of visual media. Low-level feature extraction technology is applied to visual media analysis to support feasibility evaluation and strategy optimization. Through investigation and analysis, the study finds that cultural tourism brand communication based on deep visual media integration can improve the popularity of scenic spots, with reported popularity increasing by 25%. The results indicate that visual media integration can enhance brand recognition, support multi-level communication, and improve audience interaction. By combining visual feature extraction, semantic classification, and brand communication evaluation, the study provides a technical path for digital cultural tourism communication and offers reference for visual analytics, cultural resource dissemination, and image-based communication strategy design.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
References
M. Zhang, “An Empirical Study on the Effect of Tourism Marketing and Communication: Taking OCT Cultural Tourism Festival as an Example,” Journal of Service Science and Management, vol. 14, no. 2, pp. 133-150, 2021, doi: 10.4236/jssm.2021.142009.
Y. Li, “Research on the Communication Strategy of Characteristic Town Brand,” International Journal of Social Science and Education Research, vol. 3, no. 4, pp. 194-199, 2020.
T. Ye, “Research on the Construction of Tourism Culture Based on Modern Computer Network Technology,” Journal of Physics: Conference Series, vol. 1915, no. 2, pp. 022-090, 2021, doi: 10.1088/1742-6596/1915/2/022090.
M. Malska, “Positioning of the National Rural Green Tourism Brand in the Services Market,” Bulletin of Kyiv National University of Culture and Arts Series in Tourism, vol. 3, no. 1, pp. 8-33, 2020.
M. Sherbatova, “Formation of a tourist brand on the example of the Big Altai,” InterCarto InterGIS, vol. 26, no. 3, pp. 349-358, 2020.
Z. A. Atamanchuk, “The International Tourism Development as a Way to Formation of Cross-Cultural Tolerance,” Business Inform, vol. 1, no. 516, pp. 58-64, 2021.
M. Baptista, “Tourism and Cinema: Cinematographic Production and Tourist Attractivity In Garibaldi-RS, Brazil,” Revista Rosa dos Ventos - Turismo e Hospitalidade, vol. 12, no. 4, pp. 982-996, 2020.
H. Zhang, “VQA Model Based on Image Descriptive Paragraph and Deep Integration of BERT,” Journal of Physics: Conference Series, vol. 16, no. 24, pp. 022-104, 2020, doi: 10.1088/1742-6596/1624/2/022014.
J. Zhou, “Deep-Integration of IT and Education with Chinese Feature,” Journal of Physics Conference Series, vol. 15, no. 33, pp. 022-116, 2020, doi: 10.1088/1742-6596/1533/2/022116.
J. Feng, “Automatic location and semantic labeling of landmarks on 3D human body models,” Computational Visual Media, vol. 8, no. 4, pp. 553-570, 2022, doi: 10.1007/s41095-021-0254-4.
Y. Suharnoto, “Evaluation of flood modelling using online visual media: Case study of Ciliwung River at Situ Duit Bridge, Bogor City, Indonesia,” IOP Conference Series Earth and Environmental Science, vol. 6, no. 22, pp. 012-041, 2021, doi: 10.1088/1755-1315/622/1/012041.
D. Angus, “Managing problematic visual media in natural hazard emergencies,” International Journal of Disaster Risk Reduction, vol. 59, no. 3, pp. 102-249, 2021, doi: 10.1016/j.ijdrr.2021.102249.
M. Tawil, “Application of Interactive Audio Visual Media to Improve Students’ Creative Thinking Skill,” Journal of Physics: Conference Series, vol. 17, no. 52, pp. 012-076, 2021, doi: 10.1088/1742-6596/1752/1/012076.
B. Syamsudar, “Use of audio-visual media on training basic skills in passing and shooting in futsal sports,” Journal of Physics Conference Series, vol. 15, no. 21, pp. 042-050, 2020, doi: 10.1088/1742-6596/1521/4/042050.
J. S. Park, “The Effect of Pre-operative Information through Audiovisual Media on Self-Care Knowledge, Self-Efficacy, and State Anxiety of Patients before Bariatric Surgery,” Korean Journal of Adult Nursing, vol. 32, no. 4, pp. 421-452, 2020, doi: 10.7475/kjan.2020.32.4.421.
T. Arif, “The Influences of Audio Visual Media And Vocabulary Mastery towards English Learning Achievement of EFL Students,” J-SHMIC Journal of English for Academic, vol. 7, no. 1, pp. 57-65, 2020, doi: 10.25299/jshmic.2020.vol7(1).3905.
A. T. Veri, “Internal communication satisfaction and employee engagement as determinants of the employer brand,” Journal of Communication Management, vol. 26, no. 1, pp. 130-148, 2022, doi: 10.1108/JCOM-01-2021-0011.
G. M. Conti, “Fashion and Brand Awareness: An Evidence-Based Approach to the Analysis of Distinctive Elements in Communication,” Journal of Textile Science and Technology, vol. 6, no. 4, pp. 177-189, 2020.
R. Sharma, “Building Consumer-based Brand Equity for Fast Fashion Apparel Brands in the Indian Consumer Market,” Management and Labour Studies, vol. 45, no. 7, pp. 56-89, 2020, doi: 10.1177/0258042X20922060.
I. Tunikien, “Integrated marketing communications as a tool for building strong retail chain brand loyalty: case of Lithuania,” Innovative Marketing, vol. 16, no. 4, pp. 37-47, 2020, doi: 10.21511/im.16(4).2020.04.