Modern Social Science Research

This paper takes Zhengding Rongguo Mansion as the research object to explore its image perception and cultural communication strategy as a Hong Lou Meng tourist destination. The study adopts the actor-network theory to analyze the role of two main stakeholders, scenic area operators and tourists, in cultural communication. Through literature review, it is found that Rongguo Mansion in Zhengding plays an important role in the communication of Red Mansions culture, but its popularity and research value need to be improved. Scenic area operators actively spread the Red Mansion culture by organizing academic cooperation and carrying out cultural and creative business activities; the tourist perception analysis is based on the comment data of Ctrip travel website. The results show that tourists have positive comments on the Red Mansion culture, scenic area environment, commercial activities and tourist experience of Rongguo Mansion in Zhengding, but also point out some areas that need improvement. The study found that Zhengding Rongguo Mansion has enhanced the influence of Red Mansion culture at home and abroad through effective cultural management strategies and tourists comment feedback, and has also contributed to the development of local tourism. This paper provides a new perspective and method for understanding and improving the cultural communication effect of the Hong Lou Meng tourist destination.

Hong Lou Meng; Rongguo Mansion in Zhengding; Cultural communication; Actor-network theory