Research on the Branding Path of the Cixi Yue Kiln Celadon Cultural Tourism Destination under the New Media Ecology

Against the backdrop of the profound transformation of the tourism destination branding paradigm by the new media ecology, this paper takes the Cixi Yue Kiln Celadon cultural heritage tourism destination as a case study to explore its branding construction path.It possesses abundant resources.However, its tourism branding faces practical challenges such as vague brand awareness, traditional communication channels, insufficient experiential engagement, and compartmentalized management.The study first analyzes the impact of the new media ecology on tourism destination branding through three key mechanisms: brand narrative, interaction, and diffusion.Subsequently, the paper constructs a three-stage dynamic evolution path.This path spans the entire process from top-level design and digital infrastructure, to narrative innovation and communication breakthroughs, ultimately achieving industrial integration and value transformation.It aims to help Cixi Yue Kiln Celadon realize dual benefits in cultural value and tourism economy, and provide a theoretical framework and practical reference for the branding of similar cultural heritage sites.