{"title":"Investigation of tourism brand design and communication strategy integrating multimedia technology","authors":"Zhice Zhao, Lei Zhang","doi":"10.1007/s10660-024-09839-0","DOIUrl":null,"url":null,"abstract":"<p>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.</p>","PeriodicalId":47264,"journal":{"name":"Electronic Commerce Research","volume":"45 1","pages":""},"PeriodicalIF":3.7000,"publicationDate":"2024-04-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Electronic Commerce Research","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1007/s10660-024-09839-0","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
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Abstract
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.
期刊介绍：
The Internet and the World Wide Web have brought a fundamental change in the way that individuals access data, information and services. Individuals have access to vast amounts of data, to experts and services that are not limited in time or space. This has forced business to change the way in which they conduct their commercial transactions with their end customers and with other businesses, resulting in the development of a global market through the Internet. The emergence of the Internet and electronic commerce raises many new research issues. The Electronic Commerce Research journal will serve as a forum for stimulating and disseminating research into all facets of electronic commerce - from research into core enabling technologies to work on assessing and understanding the implications of these technologies on societies, economies, businesses and individuals. The journal concentrates on theoretical as well as empirical research that leads to better understanding of electronic commerce and its implications. Topics covered by the journal include, but are not restricted to the following subjects as they relate to the Internet and electronic commerce: Dissemination of services through the Internet;Intelligent agents technologies and their impact;The global impact of electronic commerce;The economics of electronic commerce;Fraud reduction on the Internet;Mobile electronic commerce;Virtual electronic commerce systems;Application of computer and communication technologies to electronic commerce;Electronic market mechanisms and their impact;Auctioning over the Internet;Business models of Internet based companies;Service creation and provisioning;The job market created by the Internet and electronic commerce;Security, privacy, authorization and authentication of users and transactions on the Internet;Electronic data interc hange over the Internet;Electronic payment systems and electronic funds transfer;The impact of electronic commerce on organizational structures and processes;Supply chain management through the Internet;Marketing on the Internet;User adaptive advertisement;Standards in electronic commerce and their analysis;Metrics, measurement and prediction of user activity;On-line stock markets and financial trading;User devices for accessing the Internet and conducting electronic transactions;Efficient search techniques and engines on the WWW;Web based languages (e.g., HTML, XML, VRML, Java);Multimedia storage and distribution;Internet;Collaborative learning, gaming and work;Presentation page design techniques and tools;Virtual reality on the net and 3D visualization;Browsers and user interfaces;Web site management techniques and tools;Managing middleware to support electronic commerce;Web based education, and training;Electronic journals and publishing on the Internet;Legal issues, taxation and property rights;Modeling and design of networks to support Internet applications;Modeling, design and sizing of web site servers;Reliability of intensive on-line applications;Pervasive devices and pervasive computing in electronic commerce;Workflow for electronic commerce applications;Coordination technologies for electronic commerce;Personalization and mass customization technologies;Marketing and customer relationship management in electronic commerce;Service creation and provisioning. Audience: Academics and professionals involved in electronic commerce research and the application and use of the Internet. Managers, consultants, decision-makers and developers who value the use of electronic com merce research results. Special Issues: Electronic Commerce Research publishes from time to time a special issue of the devoted to a single subject area. If interested in serving as a guest editor for a special issue, please contact the Editor-in-Chief J. Christopher Westland at westland@uic.edu with a proposal for the special issue. Officially cited as: Electron Commer Res
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