Promoting Tourism Culture Communication: The Impact of Audience Engagement and Interactive Experience in the Perspective of Media Convergence
Description
To explore the impact of media convergence and interactive experiences on the effectiveness of tourism cultural communication, this study conducts a questionnaire survey and uses correlation analysis and regression analysis methods to reveal the roles of media convergence technology and interactive experiences in enhancing audience engagement and communication effectiveness. The results of the correlation analysis show that the correlation coefficient between the frequency of social media platform usage and audience engagement is 0.010, and 0.085 between satisfaction with new media technology and audience engagement. Additionally, the correlation coefficients between the frequency of interactive participation and communication effectiveness is 0.68, the richness of interactive content is 0.61, and interactive satisfaction is 0.66, all of which have a significant positive correlation with communication effectiveness. Regression analysis further validates these relationships, showing that the regression coefficient of social media platform usage frequency on audience engagement is 0.005, satisfaction with new media technology is 0.082, the frequency of interactive participation on communication effectiveness is 0.412, and interactive satisfaction is 0.365. These results indicate that increasing the frequency of social media platform usage and enhancing the user experience of new media technology can significantly improve audience engagement and communication effectiveness. The study finds that various aspects of interactive experiences, particularly the frequency of interactive participation and interactive satisfaction, have a notable impact on the improvement of communication effectiveness. These findings provide important insights for optimizing tourism cultural communication strategies and suggest that practitioners should focus on enhancing all aspects of interactive experiences to promote the widespread dissemination of tourism culture and active audience participation. Therefore, this study has reference significance for research in the field of tourism cultural communication.