A Communication Plan For Hangzhou’s Integration Of Culture And Tourism Based On The Yangtze Biver Delta Integration

With the deepening of globalization and the improvement of residents’ consumption level,the integration of culture and tourism has become an inevitable trend in the new era.The integration in the Yangtze River Delta region strengthens the complementarity of resources and mutual promotion of tourists among cities,helps Hangzhou to undertake the spillover talents,capital,technology and other elements from Shanghai and learn from its excellent experience.At the same time,with the increasing competitive pressure at home and abroad,Hangzhou’s culture and tourism industry has gradually entered a platform period after years of high-speed growth,with problems such as low utilization rate of cultural resources,insufficient international popularity,Unclear consumption stratification,and over-dependence on offline consumption scenarios.In order to find an innovative development path,this dissertation puts forward several suggestions on how to grasp the opportunity of integration in the Yangtze River Delta region,link the cultural and tourism resources of Hangzhou into a chain,and enable industries with digitization.This dissertation firstly systematically combs and compares the cultural and tourism resources,economic indicators and new trends of the four central cities in the Yangtze River Delta region,to clarify Hangzhou’s positioning and competitiveness in this region,then carry out SWOT analysis of Hangzhou to refine highlights,point out deficiencies,summarize experience and orient direction.Secondly,rooted in local conditions,design an exhaustive communication plan for the integration of culture and tourism in Hangzhou,based on the Yangtze River Delta region,and further exploit Hangzhou’s tourism resources from eight kinds of culture:landscape,history,food,animation,performance,sports,digital and rural.Then create a batch of quality tourism projects and festivals.Thirdly,enhance cooperation with international sister cities,along with innovating international communication strategies and marketing patterns,hoping to build Hangzhou into a world-class city with unique charm.