Abstract

The emergence of new media has played an important role in promoting the rapid development of tourism. Based on the rapid development, promotion and application of new media, this paper takes the communication effect of regional tourism image as the research content and identifies various factors that play a key role in the image. Taking "audience" as the analysis starting point, combined with the theoretical knowledge of communication, this paper systematically analyzes the process of tourism image communication under the background of new media, revealing the internal relationship between "audience effect". The author discusses the process of image communication, successively expounds the four elements of tourism image communication process under new media, identifies the factors affecting the communication effect, and preliminarily completes the construction goal of relevant factor analysis model. The research was a quantitative analysis using a questionnaire, Spearman correlation coefficient was used to measure the correlation of variables. The conclusions are as follows: there are many influencing factors on the communication effect of tourism image in Guangxi, such as the information expression content of the object, communication channels, user feedback and innovation recognition level. In accordance with the principles of pertinence, effectiveness, and rationality, put forward corresponding improvement strategies in order to improve and promote the publicity of Guangxi tourism image.

Key words: new media, Guangxi tourism image, communication effect, influencing factors