Analyzing the Construction of Local Cultural and Tourism Propaganda Image Based on Framework Theory ——Take Mount Huangshan Cultural Tourism as an Example

With the recovery of the economy, the tourism industry has regained vitality and vigor. At the same time, related cultural dissemination and marketing have also ushered in new opportunities and challenges. In this situation, cultural and tourism marketing and urban image construction have become less easy. With the continuous development of online media, the audience's demand for marketing and promotional information is increasing. Therefore, in order to achieve good publicity results and successfully shape the local image at present, it is even more necessary to put in effort. Based on the framework theory, combined with the content analysis method, text analysis method and control experiment method, this paper takes Mount Huangshan cultural tourism as an example to analyze the key role of its publicity path in the process of shaping the city's tourism image, and to reflect and summarize, so as to provide inspiration for local cultural tourism to better carry out city publicity and image construction.