Li Pan

Driven by the wave of digitalization, new media has become a core vehicle for the communication of the cultural tourism industry. Its interactivity, fragmentation, and personalization not only unlock new pathways for the in-depth exploration and widespread communication of tourism cultural resources, but also pose challenges to traditional communication models. This study departs from the intrinsic connection between new media and the cultural tourism industry, analyzes the problems, such as content homogenization, insufficient exploration of cultural connotations, and weak synergy of communication channels, in new media communication of the current cultural tourism industry, proposes practical communication strategies from four dimensions: content innovation, channel integration, interactive mechanism construction, and brand IP building with specific communication cases, and aims to promote the cultural tourism industry to achieve a synergistic enhancement of cultural value and market value through new media, and provide theoretical reference for the high-quality development of the industry.

New Media; Cultural Tourism Industry; Communication Strategies; Content Innovation; Brand IP

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