新媒体对辽宁红色旅游品牌塑造与传播的作用  

The Role of New Media in Shaping and Disseminating Liaoning's Red Tourism Brand

作　　者：杨欣[1] YANG Xin(Liaoning Institute of Science and Technology,Benxi Liaoning,117000,China)

机构地区：[1]辽宁科技学院,辽宁本溪117000

出　　处：《文化创新比较研究》2023年第32期58-60,97,共4页Comparative Study of Cultural Innovation

基　　金：2023年度辽宁省教育厅基本科研面上项目“互联网时代辽宁红色旅游品牌策划与传播策略研究”(项目编号:JYTMS20231787)资助成果。

摘　　要：随着辽宁红色旅游产业的蓬勃发展,新媒体在辽宁红色旅游品牌塑造与传播中发挥着重要的作用。该文主要分析了新媒体在辽宁红色旅游品牌塑造与传播中的运用与发展现状,探讨了新媒体在助力红色旅游品牌建设与品牌传播的作用,提出从品牌塑造、广告创意与广告传播等多角度出发,促进辽宁红色旅游景区新媒体与数字技术建设,寻找新媒体在红色旅游品牌形象广告创意中的创新点,发挥新媒体在红色旅游景区品牌形象广告传播中的创新作用,以期传承红色基因,弘扬红色文化,为辽宁红色旅游产业的可持续发展提供建议与助力。With the vigorous development of Liaoning's red tourism industry,new media plays an important role in shaping and disseminating Liaoning's red tourism brand.This article mainly analyzes the application and development status of new media in the shaping and dissemination of red tourism brands in Liaoning,explores the role of new media in assisting the construction and dissemination of red tourism brands,and proposes to promote the construction of new media and digital technology in red tourism scenic spots in Liaoning from multiple perspectives such as brand shaping,advertising creativity,and advertising communication,and seeks innovative points of new media in the creative advertising of red tourism brand image,giving full play to the innovative role of new media in the brand image advertising of red tourism scenic spots,in order to inherit the red gene,promote red culture,and provide suggestions and assistance for the sustainable development of Liaoning's red tourism industry.

关 键 词：红色旅游 品牌塑造 新媒体广告 互联网 传播 红色文化 

分 类 号：G127[文化科学] F592.7[经济管理—旅游管理]