Yang Wang, Pingqing Zhang, Ling Wang

Pingqing Zhang

31 May, 2024

Shandong Peninsula, Marine tourism image, Design, Communication strategy.

The greatest potential for China's Shandong Province to create a new situation in the construction of a Chinese-style modernized province lies in the ocean. The length of the coastline of Shandong Peninsula accounts for about one-sixth of the country and is rich in marine culture and tourism resources. How to make full use of marine cultural tourism resources, promote the image shaping and dissemination of marine tourism in Shandong Peninsula, and accelerate the integrated development of the marine tourism economy has become a new idea for the next high-quality development of marine tourism in Shandong Peninsula. Based on the urgent problems facing the design and dissemination of marine tourism images for the Shandong Peninsula, this study proposes that the image design strategy of marine tourism in Shandong Peninsula is from the aspects of marine tourism products, marine tourism brand image, marine tourism image IP design, logo serialization design, and talent resources. This study proposes that the communication strategy for the marine tourism image of Shandong Peninsula from the view of marine tourism image communication, taking into account both internal and external communication, integrated marketing, new media, and artificial intelligence. This study proposes that the performance improvement strategy of marine tourism image design and communication in Shandong Peninsula is from the aspects of performance evaluation, consistency and normalization, and management mechanism. In this way, it improves the visibility and influence of the image brand of marine tourism in Shandong Peninsula and promotes regional tourism economic enhancement and social development.

© 2024, the Authors. Published by ISCCAC

This is an open access article distributed under the CC BY-NC license