Audience Participation and Destination Image: The Popular Traditional Cultural Program

With the in-depth development of cultural tourism integration, the popularity of cultural programs may boost the development of tourism. This paper takes the Tang Palace Night Banquet series of cultural programs on Henan TV as an example, and studies the differences in the perceptions of destination image among different groups by comparing the dif-ferent stages (First stage: Non-participating group VS Participating group)×(Second stage: Low participating group VS Medium participating group VS High participating group). The results of the study show: the participation in excellent traditional cultural programs can positively influence the audience's destination image perception; there are significant differences in destination image perception among different participation groups; the high participation group can construct a positive and significantly different destination image. Thus, combined with marketing theory from the perspective of marketing content, target market and marketing channels to provide some suggestions to achieve innovative marketing of tourism destinations.