Digital Communication Strategy for Promoting Tang Dynasty Costumes in Xi'an to Achieve the National Popularity

Abstract

The research was mixed methodology design which were comprised of quantitative and qualitative research. The population composed of 330,000 stakeholders engaged in digital marketing communication in Xi 'an. The sample total of 384 people. They are Digital marketing staffs and consumers, with stratified random sampling method. The researcher determined sample size with Krejcie and Morgan table (1970). The 11 key informants, all of whom are from Xi’an, which are the relevant stakeholders in the digital marketing communication strategy of Tang Dynasty costumes, and were obtained by purposive sampling method. The instruments used for data collection were in-dept interview form, five-point rating scale questionnaires and Focus Group Discussion form. Statistics used for data analysis included frequency, percentage, mean, Standard Deviation, Exploratory Factor Analysis (EFA), and Content Analysis was employed.

The research findings were: (1) There were five components and 56 variables for Promoting Tang Dynasty Costumes in Xi'an to Achieve the National Popularity, which consisted of Digital Marketing and Cultural Branding, Consumer-Centric Cultural Strategies, Strategic Partnerships and Audience Targeting and Cultural Authenticity, Community Engagement and Ethical Marketing, Audience Targeting and Cultural Authenticity; (2) There were 5 guidelines for promoting the popularity of Tang Dynasty dress in China.