A Study on New Media Publicity of Cultural Tourism under the Perspective of Value Co-creation Theory

In today’s rapid development of the Internet, the publicity advantages of new media have become increasingly obvious, and the national cultural and tourism sector has actively embraced new media to build an all-round, three-dimensional and multi-level new media publicity matrix to create high-quality cultural and tourism publicity content. Value co-creation has also become an important means to enhance the competitiveness of today’s digital media. Based on the theoretical perspective of value co-creation, the study analyzes the reasons for the excellent publicity effect of Harbin’s new media for cultural tourism, i.e., by stimulating users to participate in the interactive production of content, perfecting the content distribution mechanism around the user experience, and realizing the self-value-addedness of the participating subjects as well as the dissemination of the mainstream value and leadership, the study realizes the value co-creation and thus achieves a better publicity effect for cultural tourism.