Investigation of tourism brand design and communication strategy integrating multimedia technology

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.