Analysis of Tourism Public Relations Strategies from A Cross - Cultural Perspective

Abstract

This paper aims to explore tourism public relationship strategies from a cross-cultural perspective, analyzing their importance, current application status, and faced challenges in the context of globalization, and proposing corresponding coping strategies. By reviewing the theories of tourism public relationship and cross-cultural communication, an analytical framework for tourism public relationship strategies from a cross-cultural perspective is constructed. On this basis, a combination of quantitative and qualitative research methods is used to conduct empirical research on public relationship strategies in typical tourist destinations, evaluating the application effect of cross-cultural communication in tourism public relationship. The study finds that communication barriers due to cultural differences and the difficulty in shaping the cross-cultural image of tourist destinations are major challenges. To this end, this paper proposes strategies such as enhancing cross-cultural communication skills, innovating the dissemination methods of tourism public relationship, and strengthening the cross-cultural branding of tourist destinations. Finally, the main findings and contributions of the research are summarized, and future research directions are prospected.