Author(s)

Xiangkun Li and Zhiwei Tian

Corresponding Author

Zhiwei Tian

Abstract

as an important means to spread and infiltrate Chinese culture, tourism culture construction provides an important way to enhance the soft power of Chinese culture. The competition of urban tourism industry is increasingly fierce and the level of tourists' demand is constantly improving. Therefore, on the basis of consolidating its own tourism cultural strength, this paper intends to take the network publicity strategy as the starting point, and take the external publicity strategy of improving the soft strength of Qiqihar's tourism culture as the goal; through the research methods of literature, field investigation, comparative research, induction and summary, etc. This paper discusses how to build the brand image of the city's tourism culture soft power in Qiqihar, and summarizes the influence of the network propaganda strategy on the communication of the tourism culture soft power according to the results of the comparative study and questionnaire analysis, so as to improve the international competitiveness of the tourism culture industry.

Keywords

network propaganda strategy; tourism culture; soft power