Research on the Marketing Models of Cultural and Tourism Variety Shows in the Context of "The Belt and Road": Taking Divas Hit the Road S5 as an Example

Chanjuan Ji

2025

Abstract

The “Belt and Road Initiative” connects multiple cultural issues and is one of the directions for variety shows to conduct marketing. Divas Hit the Road S5 has reshaped the classic IP by combining with this issue and has become a hit variety show in 2023. This research adopts a mixed research method. Through the questionnaire survey of 120 viewers and the comparative analysis of previous variety shows, it explores the integration path between the marketing model of Divas Hit the Road S5 and the cultural issues of the “Belt and Road Initiative” under the guidance of the art world theory and the field theory. The research results show that through innovations in three aspects, namely content, narrative and dissemination, combined with capital operation, the integration of the marketing model of cultural tourism variety shows and cultural issues can be achieved. This is not only of referential significance for similar variety shows, but also helps to build a theoretical model for the development of the industry, facilitating the variety show industry to find a new balance point in innovative marketing models and cultural dissemination.

Paper Citation

in Harvard Style

Ji C. (2025). Research on the Marketing Models of Cultural and Tourism Variety Shows in the Context of "The Belt and Road": Taking Divas Hit the Road S5 as an Example. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 567-572. DOI: 10.5220/0014146100004942

in Bibtex Style

@conference{apmm25,
author={Chanjuan Ji},
title={Research on the Marketing Models of Cultural and Tourism Variety Shows in the Context of "The Belt and Road": Taking Divas Hit the Road S5 as an Example},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={567-572},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014146100004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - Research on the Marketing Models of Cultural and Tourism Variety Shows in the Context of "The Belt and Road": Taking Divas Hit the Road S5 as an Example
SN - 978-989-758-791-7
AU - Ji C.
PY - 2025
SP - 567
EP - 572
DO - 10.5220/0014146100004942
PB - SciTePress