The Role of Government Assistance in Zhanjiang Holistic Tourism Branding

Abstract

In recent years, the concept of holistic tourism has emerged in China, providing a new perspective and direction for the development of the tourism industry. Government tourism assistance has been shown in research to impact public attitudes toward the tourism sector to some extent. This is particularly prevalent in China, where decision-making is made from the top down. As a result, the purpose of this study was to look at the role of government support in Zhanjiang tourist integrated marketing communication strategy in the context of holistic tourism development. The UTAUT and AIDA models are combined in this work, along with interaction and diversity expectations as independent variables and government assistance as a moderator. The researchers conducted descriptive and inferential analyses after distributing online surveys to 388 Zhanjiang residents. It is found that the major hindrances to Zhanjiang tourism's popularity have been identified as lacking promotion and construction. Furthermore, the results reveal that the audience appreciates receiving tourism information through mainstream media, and their adoption of integrated marketing communication is linked to performance expectation, effort expectation, social impact, interaction expectation, and diversity expectation. Additionally, government assistance is critical in creating Zhanjiang's holistic tourism brand and moderating the relationship between the adoption of integrated marketing interaction and diversity expectations. Overall, the paper states that the government should undertake comprehensive tourism as a key project in the region, supporting the reform of its overall structure and mechanism, and encouraging the participation of all main departments and society.