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    Hangzhou Cultural and Innovation Bazaar - Integrated Marketing Plan for Cultural Tourism Consumption Event | GreatCase100

    Hangzhou Cultural and Innovation Bazaar - Integrated Marketing Plan for Cultural Tourism Consumption Event | GreatCase100

    The Hangzhou Cultural and Innovation Bazaar successfully revitalized Hangzhou's cultural tourism industry by integrating Song Dynasty culture with modern trends. Using innovative marketing strategies, such as interactive content, cross-industry collaborations, and immersive experiences, the event attracted both local and foreign tourists. The bazaar's success led to its expansion, with other cities in Zhejiang Province following suit. The integration of traditional cultural elements with contemporary concepts created a unique cultural identity that appealed to young consumers. However, challenges remain in adapting to changing preferences and controlling operating costs while maintaining a differentiated and immersive experience. The Hangzhou Cultural and Innovation Bazaar sets a benchmark for cultural tourism practitioners, emphasizing the importance of continuous learning and exploration to engage modern audiences.

    Subjects:
    Marketing and Hotel, Travel and Tourism
    Keywords:
    China -- Hangzhou Tourism -- Marketing
    Resource Type:
    Others
     
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    Tonglu Tourism Destination Marketing | GreatCase100

    Tonglu Tourism Destination Marketing | GreatCase100

    This case study discusses how Tonglu City successfully converted the popularity of a TV program into actual economic benefits while promoting the development of the local homestay industry and rural tourism.

    Subjects:
    Hotel, Travel and Tourism and Marketing
    Keywords:
    Tourism -- Marketing China -- Hangzhou
    Resource Type:
    Others