Marketing Strategies of Cultural Tourism Industry under Media Convergence Background

Abstract

The advent of the era of media convergence has broken down the barriers between traditional and emerging media, bringing profound changes to the marketing models of the cultural tourism industry. This paper explores the impact of media convergence on the development of the cultural tourism industry by analyzing its concepts and characteristics. It further delves into the application of diversified media channel integration, digital, and interactive marketing strategies. By building an integrated media matrix and fostering cross-industry collaborations, cultural tourism can maximize brand communication effectiveness, enhancing consumer engagement and loyalty. This study also examines typical domestic and international cases to summarize the successful experiences and practical paths of cultural tourism marketing strategies in the context of media convergence. The research suggests that the cultural tourism industry should continue to focus on media convergence trends, innovating marketing strategies to enhance market competitiveness and achieve a win-win situation for both cultural and economic benefits.