A Research on Brand Marketing Strategy in Harbin Cultural Tourism
As an old industrial city,Harbin rose sharply among the New Year's Day hotspot tour cities in 2024,be-coming another Internet celebrity tour city known as"the Kingdom of Snow and Ice"after Zibo,Shandong Province.According to the big data estimates provided by Harbin Culture,Radio,Television and Tourism Bureau,toward the end of the 2024 New Year's 3-Day holiday,Harbin has entertained a total of 3.0479 million tourists,with tourism income amounting to 5.914 billion yuan and tourist reception and tourism revenue reaching a historical peak.Taking Harbin cultural tourism brand as the research object,this paper briefly describes the policy factors involved in Har-bin cultural tourism and elaborates on how Harbin cultural tourism exerts great efforts on the promotion of the city tour with all-round measures to advertise from the beginning to its wide popularity till making the city stand out and well known all over.On this basis,the paper reflects the practice of Harbin cultural tourism in its hospitality to the travelers based on humane need for home-like feeling and explores the success in its marketing strategies,i.e.,a promotional result from the creative concepts,policy support and crossover cooperation.
Harbinculture tour featuring snow and ice programscultural travel brandmarketing strategies
万方数据
维普
