Investigation of tourism brand design and communication strategy integrating multimedia technology

IF 3.7 4区 管理学 Q2 BUSINESS
Zhice Zhao, Lei Zhang
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引用次数: 0

Abstract

With the advent of reform and an open economic policy, the tourism domain has undergone accelerated growth paralleled by an enhancement in people’s standard of living. The diversity in tourism offerings corresponds to the evolving preferences of consumers, and the tourism industry has transformed into a foundational component supporting the national economy. The expansion of tourism can exert a significant influence on the Gross Domestic Product (GDP) of an entire region, subsequently fostering the development of the regional economy, population, and cultural aspects. The economic status and influence of tourism in society can be seen. Today, consumers have focused on pursuing tourism brands. This study aims to examine the influence of multimedia technology on branding within the tourism industry and its implications for driving growth. Data was collected from 520 participants who are Chinese tourists, and through SPSS software the data was analyzed. The validity of the constructs is measured by a Convergent validity test, hypothesis testing is employed to understand the complex relationships between the variables. The experimental results showed that the number of visitors to tourism brand websites increased four times since they were spread by Multimedia Technology (MT), which changed from 119 to 500; the website click-through rate also nearly doubled over the same period, and even the highest website click-through rate was 98.87%. This showed that the user’s interest in tourism brands also increased exponentially. The novelty of the study focuses on multimedia technology and its implications for branding and development. By merging quantitative data analysis with qualitative observations, it presents tactics for implementing multimedia technology in the field of tourism. The study offers a point of reference for devising design and communication strategies for tourism brands that incorporate MT. It not only provides theoretical support for the design and communication facets of tourism brands but also guides the trajectory for their future development.

Abstract Image

整合多媒体技术的旅游品牌设计与传播策略研究
随着改革的推进和开放的经济政策的实施,旅游业加速发展,人民生活水平不断提高。旅游产品的多样性顺应了消费者不断变化的偏好,旅游业已成为支撑国民经济的基础产业。旅游业的发展会对整个地区的国内生产总值(GDP)产生重大影响,进而促进地区经济、人口和文化的发展。旅游业在社会中的经济地位和影响力可见一斑。如今,消费者已经开始注重追求旅游品牌。本研究旨在探讨多媒体技术对旅游业品牌建设的影响及其对推动旅游业发展的意义。研究收集了 520 名中国游客的数据,并通过 SPSS 软件对数据进行了分析。通过聚合效度检验来衡量建构的有效性,并采用假设检验来了解变量之间的复杂关系。实验结果表明,旅游品牌网站通过多媒体技术(MT)传播后,访问人数增加了四倍,从 119 人变为 500 人;网站点击率也比同期增加了近一倍,最高的网站点击率甚至达到了 98.87%。这表明,用户对旅游品牌的兴趣也呈指数级增长。本研究的新颖之处在于多媒体技术及其对品牌塑造和发展的影响。通过将定量数据分析与定性观察相结合,该研究提出了在旅游领域实施多媒体技术的策略。该研究为结合多媒体技术的旅游品牌设计和传播策略提供了参考。它不仅为旅游品牌的设计和传播方面提供了理论支持,还为其未来发展指引了方向。
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来源期刊
CiteScore
7.50
自引率
12.80%
发文量
99
期刊介绍: The Internet and the World Wide Web have brought a fundamental change in the way that individuals access data, information and services. Individuals have access to vast amounts of data, to experts and services that are not limited in time or space. This has forced business to change the way in which they conduct their commercial transactions with their end customers and with other businesses, resulting in the development of a global market through the Internet. The emergence of the Internet and electronic commerce raises many new research issues. The Electronic Commerce Research journal will serve as a forum for stimulating and disseminating research into all facets of electronic commerce - from research into core enabling technologies to work on assessing and understanding the implications of these technologies on societies, economies, businesses and individuals. The journal concentrates on theoretical as well as empirical research that leads to better understanding of electronic commerce and its implications. Topics covered by the journal include, but are not restricted to the following subjects as they relate to the Internet and electronic commerce: Dissemination of services through the Internet;Intelligent agents technologies and their impact;The global impact of electronic commerce;The economics of electronic commerce;Fraud reduction on the Internet;Mobile electronic commerce;Virtual electronic commerce systems;Application of computer and communication technologies to electronic commerce;Electronic market mechanisms and their impact;Auctioning over the Internet;Business models of Internet based companies;Service creation and provisioning;The job market created by the Internet and electronic commerce;Security, privacy, authorization and authentication of users and transactions on the Internet;Electronic data interc hange over the Internet;Electronic payment systems and electronic funds transfer;The impact of electronic commerce on organizational structures and processes;Supply chain management through the Internet;Marketing on the Internet;User adaptive advertisement;Standards in electronic commerce and their analysis;Metrics, measurement and prediction of user activity;On-line stock markets and financial trading;User devices for accessing the Internet and conducting electronic transactions;Efficient search techniques and engines on the WWW;Web based languages (e.g., HTML, XML, VRML, Java);Multimedia storage and distribution;Internet;Collaborative learning, gaming and work;Presentation page design techniques and tools;Virtual reality on the net and 3D visualization;Browsers and user interfaces;Web site management techniques and tools;Managing middleware to support electronic commerce;Web based education, and training;Electronic journals and publishing on the Internet;Legal issues, taxation and property rights;Modeling and design of networks to support Internet applications;Modeling, design and sizing of web site servers;Reliability of intensive on-line applications;Pervasive devices and pervasive computing in electronic commerce;Workflow for electronic commerce applications;Coordination technologies for electronic commerce;Personalization and mass customization technologies;Marketing and customer relationship management in electronic commerce;Service creation and provisioning. Audience: Academics and professionals involved in electronic commerce research and the application and use of the Internet. Managers, consultants, decision-makers and developers who value the use of electronic com merce research results. Special Issues: Electronic Commerce Research publishes from time to time a special issue of the devoted to a single subject area. If interested in serving as a guest editor for a special issue, please contact the Editor-in-Chief J. Christopher Westland at westland@uic.edu with a proposal for the special issue. Officially cited as: Electron Commer Res
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