新媒体视域下鞍山旅游城市形象构建研究

Research on the Construction of Anshan’s Tourism City Image from the Perspective of New Media

This paper explores the current status, challenges, and enhancement strategies for shaping the tourism city image of Anshan. Based on destination branding theory, holistic tourism development theory, and new media communication theory, the study analyzes issues such as unclear brand positioning, inadequate resource integration, ineffective new media communication, and deficiencies in public facilities and service levels. By refining brand positioning, strengthening resource integration, enhancing digital marketing capabilities, improving tourist experience, and promoting regional tourism cooperation, the paper proposes strategies to enhance Anshan's tourism city image. The study also emphasizes the crucial role of new media in modern tourism image building, particularly the impact of social media and short-video platforms on raising city awareness and fostering interaction with tourists. Looking forward, Anshan should leverage technological innovation, regional cooperation, and sustainable development to further optimize its tourism city image, enhance competitiveness in domestic and international markets, and promote the long-term development of its tourism industry.

本文以“新媒体视域下鞍山旅游城市形象构建研究”为主题，探讨了鞍山在旅游城市形象塑造中的现状、挑战及提升策略。研究基于城市形象理论、全域旅游理念、新媒体传播理论等，分析了鞍山在品牌定位模糊、资源整合不足、新媒体传播效果不佳、公共设施与服务水平有待提升等方面存在的问题。通过深化品牌定位、加强资源整合、提升数字化营销能力、改善游客体验及增强公众参与等策略，进而提出提升鞍山旅游城市形象的路径。同时，也强调了新媒体在现代旅游形象构建中的重要性，尤其是在社交媒体、短视频等平台的应用对城市知名度和游客互动性的提升作用。未来，鞍山应利用技术创新、区域联动与可持续发展，进一步优化其旅游城市形象，提升在国内外市场中的竞争力，推动旅游业的长期发展。