Building Comprehensive Tourism Brand in Zhanjiang Using Integrated Marketing Communication

DOI

10.2991/978-2-38476-098-5_9How to use a DOI?

Keywords

Comprehensive tourism; Integrated Marketing Communication (IMC); Unified Theory of Acceptance and Use of Technology (UTAUT); Tourism brand

Abstract

An increased emphasis on comprehensive tourism development has been seen in recent years. In-depth theoretical exploration and analysis on the creation and promotion of comprehensive tourism brands, however, have not been taken into account by the current research, which has primarily focused on the concept of comprehensive tourism. The study is anticipated to improve integrated marketing communication’s application in promoting comprehensive tourism brands and boosting tourism competitiveness. The perception index system of a comprehensive tourism image was established after an extensive literature analysis. In order to ascertain residents’ perceptions of the current state of Zhanjiang’s entire tourism brand and their acceptance of integrated marketing communication, this article takes Zhanjiang as a case study and a total of 98 residents were involved as respondents. According to the study, the interpersonal communication, mainstream media, and local official media can be employed as the main channels of tourism promotion, while the promotional power of film and TV drama locations, social media contributions, and celebrity recommendations should also be taken into account. At the same time, the interactivity, diversity, and ease of access to information have a significant positive influence on the audience’s acceptance of the integrated marketing communication approach, all of which should be improved when tourism practitioners conduct tourism marketing. This research will offer vitality and viewpoints on urban tourism and economic development models, as well as illustrations and suggestions for other underdeveloped coastal cities.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yunwei Li
AU  - Ahmad Fahmi Mahamood
AU  - Habee Bullah Affendy
PY  - 2023
DA  - 2023/08/31
TI  - Building Comprehensive Tourism Brand in Zhanjiang Using Integrated Marketing Communication
BT  - Proceedings of the International Conference on Communication and Media 2022 (i-COME 2022)
PB  - Atlantis Press
SP  - 91
EP  - 105
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-098-5_9
DO  - 10.2991/978-2-38476-098-5_9
ID  - Li2023
ER  -