Research On The Communication Strategy Of Quanzhou City Brand Image In The Digital Communication Of World Heritage

Cultural heritage develops cultural diversity and human creativity in interaction with nature,the environment and history,thus creating a ’collective memory’.By linking the ’past’ to the ’present’,cultural heritage enables cultural identity,builds the core competencies of cities and allows for their differentiation."Quanzhou: The World Maritime Trade Centre of Song and Yuan China" was officially inscribed on the World Heritage List.According to the big data from the Tongcheng travel,Quanzhou’s tourism attention rose 45% from the previous year on the day of the announcement.In an era of digitally driven development,the traffic dividend brought by the successful inscription of Quanzhou has already emerged,but how to promote the dissemination of Quanzhou’s city brand image through digital communication of the World Heritage Site is now a key initiative to promote the sustainable development of Quanzhou city.The 13th Congress of the Communist Party of China(CPC)in Quanzhou put forward the vision of building a famous city of the maritime silk road,a strong city of intellectual manufacturing and a quality Quanzhou.Based on this,this paper discusses the current situation of the dissemination of Quanzhou’s "famous city of the maritime silk road","smart city" and "quality Quanzhou" city images in the digital communication of world heritage.CM6.0 software to analyse the current situation of tourists’ perception of Quanzhou’s three city brand images through the digital communication of World Heritage.Through the comparison of the current situation of Quanzhou city brand image communication and the current situation of perception,this paper finds that the following problems still exist in the digital communication of Quanzhou World Heritage: the communication subjects are scattered and out of control,the communication content is one-sided and lacks connection,the communication form lacks creativity and the communication is difficult to evoke emotional resonance.This paper further explores the problems in the digital communication of World Heritage in Quanzhou,starting from the four directions of communication subjects,content,channels and effects,and analysing the local social,economic and cultural conditions of Quanzhou,and proposes strategies to help the communication of Quanzhou’s city brand image,including: the rejuvenation of World Heritage to help the synergy of the city brand image;World Heritage World Heritage is digitalised,helping to communicate the city’s brand image differently;World Heritage is diversified,helping to communicate the city’s brand image three-dimensionally;World Heritage is brought to life,helping to communicate the city’s brand image empathically.Culture is alive because of the city,and the city is vivid because of culture.In the era of "everyone has a microphone",giving full play to the advantages of digital technology,enabling the living heritage of World Heritage,improving the contemporary expression system of the city’s brand image,and promoting the symbiosis and co-prosperity of the city’s culture and economy are the directions of urban communication that Quanzhou,as a World Heritage city,should explore.