Research on City Branding Communication Strategies of Taiyuan from the Perspective of Cultural and Tourism Integration
School of Languages & Media, Anhui University of Finance and Economics, Bengbu 233030, China
| Abstract: | Against the backdrop of the country's continuous promotion of the cultural and tourism integration strategy, city image communication has become a critical lever for resource‑based cities to break through inherent cognitive bottlenecks and achieve transformational development. Taiyuan, as a typical provincial capital of a resource‑based province, has long faced challenges such as the stereotype of "Coal Capital", limited exposure of its historical and cultural resources, and a weak communication presence. This paper takes Taiyuan's city image communication practices in the context of cultural and tourism integration as its research subject, and employs text analysis and case study methods to systematically examine its communication strategies, implementation effectiveness, and underlying problems. The findings indicate that although Taiyuan's city image communication has yielded certain results, it still suffers from prominent issues including a disconnect between co‑branded IPs and the cultivation of local IPs, a fracture in content synergy between official and civilian discourse, and a decline in daily online traffic. On this basis, this paper proposes three optimization suggestions: cultivating a local cultural IP system, deepening the integration of official and civilian discourse, and establishing mechanisms for traffic retention and conversion, with the aim of providing a reference for the image communication transformation of Taiyuan and similar resource‑based cities. |
| Keywords: | Culture and Tourism Integration; City Branding Communication; Taiyuan Stereotype |
| DOI: | 10.57237/j.ssrf.2026.04.003 |
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收稿日期: 2026-06-11
接受日期: 2026-06-22
在线出版日期: 2026-07-20
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