Keywords
Hainan cultural tourism industry
Cultural tourism IP
Marketing promotion
Service experience
Submitted : 2025-09-14
Accepted : 2025-09-29
Published : 2025-10-14
Abstract
In recent years, numerous internet-famous cities have rapidly gained popularity on social media through their unique tourism appeal, attracting massive tourist flows and profoundly impacting local cultural tourism industries. This paper analyzes the reasons behind these cities’ breakout success and explores their development models, offering insights for Hainan’s cultural tourism sector. The study reveals that such urban phenomena primarily stem from four key factors: crafting distinctive city IPs, implementing innovative marketing strategies, providing premium travel experiences, and building community-driven city identities. Drawing from these lessons, Hainan’s cultural tourism industry should leverage its unique cultural resources to develop tourism IPs, adopt new media-driven marketing approaches, enhance service quality, strengthen brand building, and promote high-quality development to boost the region’s tourism visibility and competitiveness.
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