Research On The Innovation Of Culture And Tourism Communication In Ethnic Areas

The deepening integration of culture and tourism and the continuous promotion of the mediumization process have brought new development opportunities for cultural tourism everywhere.Ethnic regions are constrained by geographical location and traffic conditions,and have insufficient advantages in developing traditional economic industries,while ethnic regions are generally rich in tourism resources and profound cultural heritage,with great potential for developing cultural tourism industries.For the development of cultural and tourism industry,new media gives the value of cultural and tourism resources in ethnic areas to be explored and disseminated,and also provides a new carrier for cultural and tourism communication.The development of culture and tourism is inseparable from the dissemination,how to find the opportunity to disseminate the culture and tourism of ethnic areas,using the powerful function of new media to realize the effective dissemination of the culture and tourism of ethnic areas,so as to promote ethnic integration,economic prosperity,cultural identity,etc.,is a realistic issue of concern to the culture and tourism industry of ethnic areas nowadays.In recent years,Ganzi Tibetan Autonomous Prefecture has fully grasped the resources of cultural tourism,mastered the flow code,and continuously innovated cultural tourism communication,becoming the "top stream" of cultural tourism marketing in China,and also showing the innovation and development of cultural tourism communication in ethnic regions.Compared with the cultural tourism communication in large and medium-sized cities,the new ideas and methods that Ganzi has acquired in practice are more meaningful for ethnic regions.In this paper,we select Ganzi Tibetan Autonomous Prefecture as the research object and conduct a study on the innovation of cultural tourism communication in Ganzi with the help of participant observation,in-depth interview and questionnaire survey methods.The introductory section focuses on four aspects: research background and research significance,literature review,research ideas and research methods,research questions and innovations,and identifies specific research directions and research contents.In the first part,the background of cultural tourism communication in ethnic areas,the development of Ganzi cultural tourism in general and the traditional ways of cultural tourism communication in Ganzi are specifically analyzed.In the second part,we discuss the innovative practices and achievements of cultural tourism communication in Ganzi from three dimensions: communication concept,communication channels and communication content,combined with specific cases.Firstly,Ganzi Culture Tourism breaks through the traditional communication concept,grasps the flow code,and makes self-innovation and breakthrough.On the other hand,an overview is given through the innovative synergy system formed by Ganzi Culture Tourism and multiple linkages,and the innovation of Ganzi Culture Tourism in different communication channels is further explored;again,from the perspective of media geography,the content innovation of Ganzi Culture Tourism communication is specifically analyzed.In the third part,we analyze the effect of Ganzi’s cultural tourism communication innovation by means of a questionnaire,and analyze the advantages and shortcomings of the current Ganzi cultural tourism communication innovation.In the fourth part,on the basis of the previous section,we analyze the blurred focus and overlapping information in the process of communication innovation of Ganzi culture and tourism,and finally,we propose four suggestions for optimization: digging deep into the regional characteristics of Ganzi and innovating the production of culture and tourism content;deepening the connotation of regional culture and enriching the expression of local narratives;bringing into play the effect of multiple platforms and strengthening the promotion and dissemination;and building a team of communication talents to support the innovation of culture and tourism content.In order to make a small contribution to the development of culture and tourism in Ganzi,the authors proposed four areas of optimization.