Research On The Communication Mode And Effect Of Chinese Tourism Advertising From The Perspective Of Regional Culture

With the highly rapid development of Information Technology,nowadays media has become the major source where people can achieve information.The influence of evolution of new media to social life and production should never be underestimated.The traditional propaganda mode is gradually replaced by the new marketing methods.Tourism advertisement,as one category of advertising,is different than common commodity advertisement and serves as a marketing promotion of an area.The complete implement of tourism advertisement needs government's policy support and local cultural sightseeing.The most attracting point among all tourist advertisement is special local culture.Hence,related institutions of tourist industry and academies focus more and more values in this area.This paper started from the development of regional culture and tourism advertisement.First of all,according to the definitions and concepts of the regional culture and tourism advertising,the connotations and characteristics are summarized.Then the paper deeply explored the relationship between regional culture and tourism resources,the development of tourism advertising and propagation characteristics of tourism advertising from the perspective of regional culture and its spread mode.Simultaneously,Two-Step flow of communication theory,the symbol consumption theory and audience psychology theory were applied and more related knowledge was analyzed in details.Secondly,it will be the exploration of the effects of tourism advertisement.The author principally required data through questionnaire and statistically analyzed the influence level of the audience reaction to tourism advertising and tourism advertising to the audience consumer choice.Subsequently,suggestions were put forward through the comprehensive and collaborative results of the qualitative and quantitative analysis.On the basis of this,the author thought that tourism advertisement which is combined with proper propaganda mode can be luminously outstanding with its peculiar charms in the advertisement industry.Although with its immature development,the tourism advertisement based on regional cultural will become the major method of modern advertisement with the specialty of cultural attracts.Advertisers are advised to utilize differentiated local culture,which can be more effectively,accurately,widely transmitted to audience.In this paper,the author turned to large quantities of studies and references,combined with the survey data and case analysis,and then get the summary of main factors that affect the tourism advertising.The factors are listed as below: wealthy cultural and tourism resource,broad promotion platform,good production,enjoy of eye stimulation,pure content,close needs from masses;however there are also factors: shallow cultural resources exploration,the homogenization of tourism advertising,infamous reputation,narrow channels of propaganda and insufficient research and so on.Certainly,the development of everything cannot be accomplished at one stroke.Conversely,exploration which is implemented step by step is necessary.Gradual process makes perfect.As the main method to promote the local tourism,tourism advertising is a crucial means to promote the consumption of the local tourism,which is also the key factor to promote tourism economy.Nevertheless,tourism advertisement cannot reach an expected level on account of differentiated quality product,false and homogeneous advertisement and unitary mode of communication.In views of all questions above,the author has put forward some opinions.For example,selecting unique regional cultural elements,implementing regional cultural brand battle,regional culture and natural tourism resources,deepening the development of regional cultural tourism handicrafts,paying attention to audience cultural preferences,categorizing multi-regional culture and so on.The author hopes that this paper will be beneficial for tourism advertisement to exercise influence over the industry with the assistance of local culture.This specification is set for the theses of Chengdu University of Technology.