Analysis of Communication Strategy of Xi’an Urban Tourism Industry in the Background of New Media -- Based on the Perspective of Integrated Marketing

Xi’an is among the ancient Chinese cities with rich culture and geographical sites. Technological development promises Xi’an a significant breakthrough in communicating the unique traits of a fact that boosts revenues from urban tourism. Most research on marketing strategy focuses on the impacts of an advertisement on brand reputation but does not narrow it down to a specific marketing strategy. The research reports the finding of meta-analysis and case studies whose focus is to determine how the network media and new media have contributed to Xi’an’s tourism by spreading a positive image of the city. The research proposed that integrated marketing on new media presents business entities as a platform for developing the required brand awareness. The findings of this research indicated that Integrated marketing on new media is the future of marketing since it incorporates various media forms in one platform. Even though new media bears some setbacks on the tourism docket, the benefits associated with integrated marketing promotion in the new media have boosted Xi’an’s tourism industry, as evident in the upsurge of tourists from 2018 to date.