PUBLIC RELATIONS MEDIA STRATEGIES IN CHINA: A CASE STUDY CHENGDU PLUS
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Abstract
Introduction: Tourism is a vital industry that significantly impacts a country's economy and international image. The use of public relations media, particularly online platforms, plays a crucial role in attracting tourists. Chengdu serves as an intriguing example of media communication strategy implementation in China through digital platforms such as Chengdu Plus, which has gained popularity both domestically and internationally. Objectives: This qualitative research, titled “Media Communication Strategies in China: A Case Study of Chengdu Plus,” aims to examine the media communication strategies employed by Chengdu Plus and analyze audience reception among both Chinese and international viewers. Method: Data collection was conducted through semi-structured in-depth interviews with three target groups (1) stakeholders involved with Chengdu Plus, (2) Chinese viewers, and (3) international viewers totaling 30 participants. Additionally, the researcher conducted a content analysis of videos published through online channels to evaluate content format and effectiveness. Data triangulation was employed by comparing interview results with video content and secondary data from public sources to ensure research validity. Result: The findings reveal that Chengdu Plus employs storytelling strategies and creative video production techniques to engage audiences, emphasizing the presentation of culture, tourist attractions, and the lifestyle of Chengdu. Chinese viewers showed interest in videos related to culture and urban development, while international viewers were more attracted to tourism-oriented and lifestyle content about living in Chengdu. Conclusion: The communication strategies of Chengdu Plus proved effective in promoting Chengdu city and creating international awareness. These approaches can be adapted for tourism promotion in Thailand to enhance the country’s potential to attract tourists and boost the national economy.
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