Strategies and impact of online communication on Chinese culture and tourism shows attendance

With the rapid development of the Internet and digital technology, the traditional and single mass communication mode of the Chinese Culture and Tourism Shows industry is constantly being weakened, the new network communication channels have promoted the production and consumption mode of the virtuous circle of cultural and tourism performance dramas. The purpose of this study is to comprehensively understand the communication status and characteristics of China's cultural and tourism performing arts dramas in the Internet space, and provide a scientific basis for the sound development of China's cultural and tourism performing arts dramas. This paper takes as research objects 144 Chinese culture and tourism shows (CCTS) played across China from October 2020 to October 2021, adopts an approach that combines big data mining with text analysis and case study and analyzes the status quo of the online communication of CCTS based on the Integrated Marketing Communications theory, to serve as a reference for the communication strategy of CCTS. The problems concerning the integrated communication of CCTS include: videos on tourism produced by non-official entities are of low quality; the authenticity of the operators behind the accounts that upload CCTS videos is hard to identify; the scope of brand promotion is not paid sufficient attention by CCTS operators. The communication strategies thus proposed to fit in the era of online communication are as follows: from the perspective of the subject of media, importance shall be attached to the celebrity effect to empower the online communication of CCTS; from the perspective of the audience, individual accounts need to be further guided to become an essential part of online communication of CCTS; from the perspective of the content, CCTS should be made in series to create a brand linkage effect; from the perspective of communication channels, importance needs to be attached to how the communication characteristics of CCTS vary among different online platforms. The research method used in this study is essentially exploratory and descriptive, so current research cannot statistically evaluate the causal relationship between the online communicative index of different Chinese Culture and Tourism Shows and box office sales.