Research On The Promotion Path Of Jiangxi Tourism Performing Arts Brand Under The Integration Of Culture And Tourism

With the introduction and continuous promotion of the policy of cultural tourism integration,China’s tourism performing arts industry has also shown a booming trend,which has not only broadened the potential cultural space of tourism,but also deepened the cultural connotation of tourism localities,becoming the cultural card of many cities.Many cities and even towns are using the unique natural resources and rich and magnificent folk culture to actively explore new forms of cultural tourism integration,to create a city of one product or even a city of multiple products of the new pattern,the brand in the future competition in tourism performing arts in the important position increasingly prominent.Under the background of cultural tourism integration,as a large tourism province,Jiangxi how to use the shaping of tourism performing arts brand to expand its own advantages is an urgent issue to be considered.The article is mainly divided into six parts to discuss.Chapter 1,the introduction part.It introduces the background of the thesis,the significance of the topic,and reviews the relevant literature at home and abroad,and points out the research ideas and research methods of the thesis.Chapter 2,for the overview of the theories related to cultural tourism integration and tourism performing arts brand,the first part is a theoretical overview of cultural tourism integration,including the definition of concepts,development motives and development effects;the second part is an overview of tourism performing arts brand,including the concept,formation and connotation construction of tourism performing arts brand.Chapter 3,the environment of tourism performing arts in Jiangxi under the integration of cultural tourism is analyzed,mainly from three perspectives of geographical environment,economic environment and cultural policies,pointing out that Jiangxi Province is rich in natural resources and has prominent location advantages;the macro environment is both good and bad,and the local economy is stable and improving;national policies are intensively introduced and Jiangxi policies are strongly supported.Chapter 4,the development of tourism performing arts brand projects in Jiangxi is elaborated in depth.In the first part,Jiangxi tourism performing arts brand projects are divided into three regions,namely Northern Jiangxi,Central Jiangxi and Southern Jiangxi,according to geographical distribution,and the tourism performing arts projects in each region are explained in depth.In the second part,the current situation and effectiveness of the brand development of tourism performing arts projects in Jiangxi are demonstrated by examples,and the problems highlighted in the development of tourism performing arts brands in Jiangxi are analyzed in terms of cultural tourism connotation,industrial agglomeration and characteristic innovation.Chapter 5,the improvement path of Jiangxi tourism performing arts brand construction under the integration of cultural tourism is proposed,mainly from five parts,such as in ecology,to strengthen the protection of the whole area,to extend the brand cycle;from the logo,to adopt a series of titles,to highlight the brand effect;from the library,to break the industrial barriers,to create the brand of Jiangxi;from the content,to highlight the theme of the play,to create a brand consensus;from the marketing,to create a marketing matrix to spread the brand reputation.Chapter 6,conclusion.It mainly summarizes the development of Jiangxi tourism performing arts brand,and also looks forward to the prospect of sustainable development in the future.