Research on Digital Publicity Strategy of Jingdezhen Ceramic Culture Characteristic Scenic Area under the Background of Cultural and Tourism Integration

Recently, provinces across China have actively embraced the trend of cultural and tourism development. Utilizing digital multimedia videos has emerged as an indispensable task in promoting cultural and tourism activities, attracting both domestic and international tourists. This approach has become a prevalent practice in the cultural and tourism sectors. Jingdezhen, designated as the sole "Ceramic Culture Inheritance and Innovation Experimental Zone" in China, boasts numerous scenic spots embodying distinctive ceramic culture, steadily gaining recognition. Advancing its visibility also necessitates a digital publicity approach. In response to the directives of the Communist Party of China and the implementation of the cultural digitization strategy, this article aims to investigate the implementation of digital publicity strategies within Jingdezhen's ceramic culture characteristic scenic spots, offering pertinent suggestions and prospects. Through a comprehensive review of existing research both domestically and internationally, this paper integrates insights from the specific context of Jingdezhen's ceramic culture characteristic scenic spots to propose practical digital promotional strategies tailored to the unique characteristics of Chinese culture.