A Study on Rural Cultural and Tourism Publicity Strategies from the Perspective of Cross-Cultural Communication: Taking Rural Tourism in Quzhou as an Example

Rural China boasts distinctive natural landscapes and a wealth of historical and folk cultures, being the origin of agricultural civilization and the source of many remarkable traditional Chinese cultures. In the new era, rural areas have undergone revitalization through significant strategic initiatives, becoming a key avenue for the world to gain insight into China. Amid globalization, there is a growing recognition of the importance of external communication; however, challenges remain due to limited efforts and reach in this area. This paper examines the current state of external communication regarding rural culture and tourism through five dimensions: the sources of communication, the content shared, the existing channels of dissemination, the target audiences, and the impact of the communication, utilizing the 5W model of cross-cultural communication. Based on this analysis, the paper suggests targeted strategies for external communication to enhance the effectiveness of outreach plans and improve the quality of external messaging.