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

School of Humanities and Media, Wuhan Polytechnic University, 430048 Hubei, China

Keywords: Cultural Tourism Variety Shows, Marketing Models, The Belt and Road Initiative, Audience Needs,

Integrated Communication.

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.

1 INTRODUCTION

This research focuses on the phenomenon that under

the background of the integration of culture and

tourism, Divas Hit the Road S5 has innovated its

marketing model by combining with the “Belt and

Road Initiative” and has become a hit variety show

product in 2023 (Wang, 2024). It mainly unfolds

specifically from two aspects: the viewing needs of

the audience of Divas Hit the Road S5 and the

integration path of the program with the “Belt and

Road Initiative”. Using the questionnaire survey

method and literature analysis method, combined

with the art world theory and the field theory, this

paper analyzes how the cultural issues of the "Belt

and Road Initiative" influence the marketing model of

Divas Hit the Road S5. This research is of great

significance for cultural tourism variety shows to

explore the communication potential of cultural

issues, achieve creative transformation by integrating

audience needs, and innovate marketing models. The

objective of this research is to explore how Divas Hit

the Road S5 innovates its marketing model in

combination with the "Belt and Road Initiative", and

to summarize the theoretical model of the integration

of the marketing model of cultural tourism variety

shows and cultural issues.

2 LITERATURE REVIEW

Previous research on cultural tourism variety shows

has presented a multi - dimensional trend. On the one

hand, some studies focus on the analysis of the

narrative characteristics of programs from a cross-

cultural perspective. For example, in The Value

Guidance and Identity Construction of Divas Hit the

Road S5, Shilin Zhao analyzed the construction of

characters and plots in the program and summarized

the narrative methods of the program (Zhao, 2024).

In Emotional Expressions and Cultural Exchanges in

Domestic Reality Shows: Taking Divas Hit the Road

S5 as an Example, Linling He reveals the narrative

characteristics of travel reality shows and analyzes

the emotional experiences and cultural exchanges of

the guests in different settings (He, 2024). In Analysis

of the Narrative Characteristics of Cultural and

Tourism Variety Shows on the Belt and Road Theme:

Taking Divas Hit the Road S5 as an Example, Yarui

Luo studied the program's people-friendly and micro-

Ji, C.

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.

DOI: 10.5220/0014146100004942

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management (APMM 2025), pages 567-572

ISBN: 978-989-758-791-7

567

narrative expressions from a humanistic perspective,

providing a reference sample for the model

innovation of cultural and tourism variety shows

(Luo, 2024). On the other hand, some research delves

into the attraction of content innovation to the

audience. For example, in Analysis of the

Breakthrough Path of Cultural and Tourism Variety

Shows in the Context of Cross - cultural

Communication: Taking Divas Hit the Road S5 as an

Example, Yeqing Tan explores its innovative methods

from aspects such as value orientation, content

construction, and communication strategies (Tan,

2024). In Research on the Innovation Strategies of

Slow-paced Travel Variety Shows: Taking Divas Hit

the Road S5 as an Example, Zhen Li, Wen Wang, and

Youran Ma analyzed the strategies of the program in

terms of arrangement, promotion, and audience

interaction (Li et al., 2024). In Strategies for Cross-

cultural Empathetic Communication in Variety

Shows: Taking Divas Hit the Road S5 as an Example,

Xihe Li attempts to analyze how the program structure

and the interaction patterns among guests influence

the innovation of the program content (Li, 2024).

Some documents utilize theories related to the

cultural industry to analyze the marketing models of

the programs. For example, in Research on the

Communication Strategies of Divas Hit the Road S5

in Promoting China's Image from the Perspective of

Peripheral Communication, Yijue Wang and Xueli

Deng explore the specific strategies of the program in

the communication of national image through the

communication characteristics of temporal periphery,

relational periphery, and spatial periphery in the

peripheral communication theory (Wang & Deng,

2024).

Despite the remarkable achievements of previous

research, few studies have explored the practical

approaches to the integrated communication of the

marketing models of cultural tourism variety shows

and cultural issues. This paper will start with the

investigation of audience needs, collecting first-hand

data such as the emotional and aesthetic needs of the

audience when watching programs. Guided by the art

world theory and the field theory, it will conduct

research on the integrated communication of the

marketing models of cultural tourism variety shows

and cultural issues, filling the gaps in the existing

literature.

3 RESEARCH METHODS

3.1 Questionnaire Survey

This study comprehensively applies the mixed-

research method. The questionnaire-survey method is

adopted, and questionnaires are distributed to 120

audiences aged 19-30 from different regions. This

provides the most direct audience perspective for this

research. Through coding analysis, the categories of

emotional and aesthetic needs of the audience when

watching this program can be summarized. The

literature analysis method is adopted to

systematically review the research findings of past

literature, providing diverse materials and

comparative references for this study.

3.2 Questionnaire Survey

3.2.1 The Emotional Needs of the Audience

Through the coding analysis of the survey data, the

categories of emotional needs of the audience when

watching travel variety shows can be divided into

three types: self-relief needs (stress reduction and

relaxation, leisure and entertainment), social needs

(acquiring social conversation topics, filling social

gaps), and knowledge-seeking needs (awareness of

foreign cultures, topic attention). The data shows that

55% of the respondents expressed they are tired of the

daily tedious work, academic burden, and

monotonous living environment. The following is a

typical comment from Respondent A, 27-year-old:

"Every day, I'm busy facing the computer in the office

building, getting totally confused. Life seems like a

stagnant pool. When I turn on Divas Hit the Road S5,

seeing the travel snapshots of the seven of them in the

countries along the Belt and Road, it's as if I'm

suddenly pulled out of the quagmire of reality. I feel

like I'm traveling with them, and it's really stress-

relieving."

At the same time, social needs play a crucial role

among the emotional needs of the audience. On the

one hand, the rich content covered by travel variety

shows can easily be transformed into popular

conversation topics in social settings. Respondent B,

who is 20 years old, mentioned, "At the last friend

gathering, we talked about the scene of watching the

stars in the program. Everyone started discussing

animatedly, and the atmosphere was really great. I

feel that this program has given us a common topic

and brought us closer."; On the other hand, the

busyness of real-life prevents some viewers from

having their real-world social needs met. However,

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the atmosphere of ensemble-cast variety shows can

fill this gap in the viewers' social needs. This is in line

with the need for social capital accumulation in the

"cultural capital" theory. Audiences obtain social

topics through variety shows, thereby expanding their

social networks and achieving the accumulation of

social capital; At the same time, the group sense of

belonging brought to the audience by the interactions

among guests in the program can also enhance the

social connections and emotional bonds of the

audience, thus strengthening social capital (Zhou,

2023).

In addition, some viewers also expressed their

expectation to understand the cultures of the countries

along the Belt and Road through the program, so as

to broaden their cultural horizons. Respondent C said,

"Previously, my understanding of Central Asian

countries was rather vague. Divas Hit the Road S5 is

like a key that has opened the door to my

understanding of the world's diverse cultures." Divas

Hit the Road S5 integrates cultural heritage into the

program, providing a way for the audience to

accumulate cultural capital such as knowledge,

literacy, and aesthetic taste.

3.2.2 The Aesthetic Needs of the Audience

Compared with previous cultural tourism variety

shows, most of the early ones took conflict-filled

dramatic plots as marketing keystone. The guests

mostly participated in an experiential way, simply

enjoying the beautiful scenery and tasting the cuisine

of different places. In recent years, slow-paced

variety shows such as Back to Field and Land Camp

have become increasingly popular. Audience

aesthetic preferences tend to lean towards cultural

tourism variety shows that feature a return to nature,

a touch of everyday life, and a relatively high level of

self-involvement. Through the coding analysis of the

survey results, this study divides the aesthetic needs

of the audience when watching cultural and tourism

variety shows into content aesthetics (cultural

elements, plot settings) and form aesthetics (program

presentation forms, topic dissemination). Over 80%

of the respondents value the exploration of cultural

elements in cultural and tourism variety shows.

Against the backdrop of the improvement of the

national cultural literacy, audiences' viewing of

cultural and tourism variety shows is not merely

confined to the tourist scenery presented in the

programs. Instead, they are more inclined to

experience the cultural heritage, humanities and

history of the tourist destinations.65% of the

respondents said that they no longer favor the

dramatic plot among guests when watching cultural

and tourism variety shows. Instead, they have a

greater preference for the content style with plain

narration. 50% of the respondents believe that if

cultural and tourism variety shows can innovate in

their forms of expression, it can enhance their sense

of participation.

4 DISCUSSION

4.1 The Influence Path of "The Belt

and Road" Cultural Topics on the

Program's Marketing Model

According to the art world theory, the collective

creative characteristics of Divas Hit the Road S5 are

mainly manifested through the following creative

entities: in the pre-planning stage of the program,

including the program planning team, local cultural

and tourism departments, and sponsors; in the mid-

production stage, including the program shooting and

post-production team, and guests; in the post-

promotion and distribution stage, including the

audience and the promotion and distribution

platforms. Moreover, the cultural issues of the Belt

and Road have an impact on these entities.

In the pre-planning stage of the program, the

cultural topics of the Belt and Road provide the

program planning team with the basis for theme

selection and concept determination. The team closely

adhered to the backdrop of the 10th anniversary of the

Belt and Road Initiative, enabling the program to

return with the theme of the "New Silk Road," thus

endowing it with high social significance. At the same

time, the planning team adopted an "educational travel

mode" different from regular tourism. They selected

three countries, Saudi Arabia, Croatia, and Iceland,

which are highly representative both in the history of

the Belt and Road and in terms of natural scenery.

"Compulsory courses" and "elective courses" were set

up to allow the guests to deeply learn about and

experience the local cultures. At a time when the

spiritual world of the audience is filled with formulaic

carnival and entertainment, the addition of cultural

elements also caters to the emotional needs of the

audience mentioned in the research findings. In

addition, the program planning team has also made

differences in narrative compared with previous

variety shows. Looking back on the narrative of

previous programs, whenever grand cultural topics

were involved, whether it was for domestic narrative

or external communication, a grand narrative

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

569

approach was adopted. Such an official narrative

method often seemed dull, lacking the flavor of daily

life, and making it difficult for the audience to

empathize. Under this industry convention, the

program planning team innovated the narrative

approach. They used the "small" perspectives of the

guests during their travels to showcase the glorious

achievements of the Belt and Road. While narrowing

the distance with the audience, this approach

presented grand issues through everyday details,

disassembling grand topics with a touch of daily life,

thus catering to the aesthetic needs of the audience

(Zhang, 2024). The support of local cultural and

tourism departments is a necessary factor for the

successful planning of the program. They have made

significant contributions in terms of exploring and

integrating cultural resources as well as promoting the

program. For example, there was the traditional

Croatian sailing boat banquet, and the Saudi Arabian

Tourism Bureau recommended the program on Weibo

on the eve of its premiere. It is worth noting that Divas

Hit the Road S5 has also received considerable

sponsorship support. This is because the cultural

topics of the Belt and Road endow the program with

unique cultural value and social influence. Sponsors

believe that the communication power and topicality

of this topic can help the brand enhance its popularity

and reputation, expand market share, and obtain more

business opportunities. At the same time, by providing

financial support and the like, sponsors can form a

multi-party cooperation model with the program

creation team and the cultural and tourism

departments of countries along the Belt and Road,

achieving mutual benefit and win-win results.

During the mid-production stage of the program,

under the guidance of the cultural topics of the Belt

and Road, the filming team pays more attention to

showcasing the cultural landscapes and co-

construction achievements of the countries along the

Belt and Road, such as iconic projects like the

Haramain High-Speed Railway in Saudi Arabia and

the Pelješac Bridge in Croatia. The music selected by

the post-production team for the program also became

popular on social media platforms after the program

was broadcast. These pieces of music not only match

the emotional expressions of the guests but also

showcase the characteristics of local cultural

landscapes, which is a major highlight of the program.

In addition, the creation of the guest personas in Divas

Hit the Road S5 is also worth noting. From the

perspective of the art world theory, guests in the

program are equivalent to a kind of "art medium".

Under the influence of the cultural topics of the Belt

and Road, the personas of the guests are no longer

confined to simple entertainment images, but are

endowed with the role of cultural communicators. For

example, guests can showcase traditional Chinese

culture in the program through talent shows. They can

also disseminate the cultures of other countries by

learning local languages and understanding local

customs. At the same time, the interactions among the

guests create a healing variety-show atmosphere,

which is in line with the spirit of friendly cooperation

advocated by the cultural topics of the Belt and Road.

The seven guests have distinct personalities. Their

individual characteristics collide and blend with each

other during the journey, weaving a rich emotional

tapestry for the program. The guests' mutual tolerance

and companionship in a foreign land serve as a grand

"healing session" for the audience. While filling the

void of social interaction, the audience can also

experience the power of friendship (Wang, 2024).

In the post-promotion and distribution stage of the

program, the cultural topics of the Belt and Road

endow the program with a deeper cultural value

compared with previous ones. As a result, the

audience is more likely to develop a cultural identity

with Divas Hit the Road S5. This cultural identity

encourages the audience to participate more actively

in the secondary creation of the program, thus forming

a combined force for cultural dissemination. From the

perspective of the art world theory, the broadcasting

platform plays a crucial role in the dissemination of

artworks. Under the influence of the cultural topics of

the Belt and Road, Mango TV highlights the cultural

exchange elements of the Belt and Road in its

promotional copywriting and poster production.

Lemon8 launched the "Travel Book Recommended by

Divas Hit the Road S5". This is a model of cooperation

among the program production team, the promotion

platform, and the cultural and tourism departments. It

not only sparks discussions about the program and

increases its exposure, but also boosts the local

tourism industry. It is worth mentioning that after the

broadcast of Divas Hit the Road S5, it was liked and

posted by the diplomatic departments of many

countries. This undoubtedly proves the success of the

innovative marketing model that integrates cultural

topics in cultural and tourism variety shows.

4.2 The Integration Paths of the

Program Marketing Model and the

Cultural Topics of "The Belt and

Road"

According to the field theory, Divas Hit the Road S5

holds advantages in cultural capital, audience

attention capital, and social recognition capital within

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the field of Chinese cultural and tourism variety

shows, occupying a unique and crucial position. First

of all, the integration of this variety show with

cultural topics gives it an advantage in cultural

capital. At a time when cultural and tourism variety

shows generally focus on leisure and entertainment,

Divas Hit the Road S5 precisely targets the grand

backdrop of the 10th anniversary of the Belt and Road

Initiative, shaping the program into a window for

cultural exchange and display. It not only showcases

the folk cultures and construction achievements of the

countries along the Belt and Road, but also presents a

calling card of Chinese culture to the world. Divas Hit

the Road S5 carries a cultural information volume far

exceeding that of ordinary travel variety shows, thus

accumulating substantial cultural capital. Secondly,

the casting of guests in Divas Hit the Road S5 has

accumulated a large amount of audience attention

capital for the program. The seven guests already

have a huge fan base of their own. Moreover, they

have a “semi-acquainted” relationship with each

other, creating a scenario among familiar faces that

the audience loves to watch. The program sets the

label of "Seven Travelers Guided by the Big Dipper"

for them. During the study-tour under the theme of

the Belt and Road, the diverse personalities of the

seven guests not only create a hilarious and heart-

warming variety-show effect but also generate

numerous catchy topics, thus accumulating a great

deal of audience attention for the program. In

addition, compared with other variety shows, this

program has also gained social recognition capital.

After the program was broadcast, the spokesperson of

the Ministry of Foreign Affairs gave it a thumbs - up,

the official Weibo accounts of Chinese embassies

abroad recommended it. Xinhua News Agency and

China Daily affirmed the cultural value and

production standard of the program. The topics on

social media remained highly popular, leading to

favorable word-of-mouth dissemination. The

recognition from all sectors of society has been

transformed into intangible capital for the program.

In order to stand out in the field of cultural

production, Divas Hit the Road S5 inevitably has to

compete with other travel variety shows. Apart from

the three competitive advantages mentioned above,

the broadcasting platform of this program is also one

of its strengths. Divas Hit the Road S5 is backed by

Hunan Satellite TV and Mango TV, which endows it

with high funding and extensive dissemination

channels. Compared with some travel variety shows

self-produced by online platforms, it is more

competitive in obtaining celebrity resources and can

invite many popular stars. This is where the celebrity

capital of Divas Hit the Road S5 comes from. In

addition, Divas Hit the Road S5 adopts the format of

"record+live" in its program presentation. This is in

line with the characteristic of Mango TV having a

young audience, and undoubtedly accumulates

audience attention capital for the program. Prior to

this, the presentation format of cultural and tourism

variety shows was nothing more than recording first

and then broadcasting. There was a disconnection in

audience interaction, which led to a short lifespan of

the variety shows and an inability to extend the

program's influence chain. Divas Hit the Road S5

adopts the innovative format of "record+live". In

collaboration with Xinhua News Agency, it launched

the "Walking with Light" aurora live-streaming

event. Audiences and guests watched the same starry

sky together, greatly enhancing the audience's sense

of participation and experience.

Backed by multiple advantages in cultural capital,

audience attention capital, social recognition capital,

platform capital, and celebrity capital, Divas Hit the

Road S5 has achieved the integration of its marketing

model with cultural topics.

5 CONCLUSION

In the context of a sluggish variety show landscape,

Divas Hit the Road S5 has achieved remarkable

results. By integrating its marketing model with the

cultural theme of the Belt and Road Initiative, it

accurately positions its theme based on precisely

meeting the audience's needs. It creates heart-

warming study-tour content, interprets macro-level

issues from a micro-perspective, and innovates in

program promotion and distribution. Thus, through

innovation at the three levels of content, narrative,

and dissemination, combined with capital operation,

it is possible to achieve the integration of the

marketing model of cultural and tourism variety

shows with cultural topics. This research has

reference significance for academic research and

industry practices within the field, it mainly

influenced the application and practice of art theory

and field theory in the marketing models of cultural

and tourism variety shows, as well as the industry

practice of integrating cultural topics with the

innovation of variety show marketing models. Future

research can broaden the scope of sample collection,

deepen interdisciplinary theoretical research,

establish a dynamic tracking mechanism, make up for

limitations, and develop a more elaborate theoretical

model.

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Road S5 as an Example

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