Proceedings of the 2025 5th International Conference on Culture, Design and Social Development (CDSD 2025)

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

Authors
Jiajie Liu1, *
1College of Science & Technology Ningbo University, Ningbo, China
*Corresponding author. Email: liujiajie@nbu.edu.cn
Corresponding Author
Jiajie Liu
Available Online 26 February 2026.
DOI
10.2991/978-2-38476-541-6_41How to use a DOI?
Keywords
New media ecology; Tourism destination branding; Cixi Yue Kiln Celadon; Brand evolution path; Cultural and tourism integration
Abstract

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.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 5th International Conference on Culture, Design and Social Development (CDSD 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
26 February 2026
ISBN
978-2-38476-541-6
ISSN
2352-5398
DOI
10.2991/978-2-38476-541-6_41How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Jiajie Liu
PY  - 2026
DA  - 2026/02/26
TI  - Research on the Branding Path of the Cixi Yue Kiln Celadon Cultural Tourism Destination under the New Media Ecology
BT  - Proceedings of the 2025 5th International Conference on Culture, Design and Social Development (CDSD 2025)
PB  - Atlantis Press
SP  - 366
EP  - 373
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-541-6_41
DO  - 10.2991/978-2-38476-541-6_41
ID  - Liu2026
ER  -