Regional Cultural Communication and Business Model of Shengqi Dipingxian: A Case Study of a Sino-Kazakh Co-produced Music-Travel Variety Program
DOI:
https://doi.org/10.71222/pgxyf446Keywords:
music programs, cultural tourism, cross-cultural communication, business models, cultural industryAbstract
The integrative innovation of music and cultural tourism has emerged as a major developmental trend in the contemporary cultural industry. Taking the Sino-Kazakh co-produced music-travel variety program Shengqi Dipingxian as a case study, this article systematically examines its mechanisms of regional cultural communication and commercial operation logic. Drawing on literature reviews, case studies, textual analysis, and practice-based observation, this study offers an in-depth analysis of the program's symbolic construction, narrative strategies, and cross-cultural translation practices. Furthermore, the Business Model Canvas is employed to analyze nine dimensions of the program, including its value proposition, revenue streams, and key resources. The findings indicate that the program constructs a distinctive Silk Road cultural symbolic system through its strategic selection of locations, international participants, and multilingual repertoire. It achieves cross-cultural emotional resonance through a narrative framework integrating field research and cultural immersion with musical competition. In cross-cultural translation, the program adopts strategies like free translation and functional allocation, embodying principles of functional equivalence. Commercially, it utilizes a cooperative structure of overseas investment, Chinese production, and global sharing, relying primarily on advertising sponsorship and platform copyright licensing. Given its high cultural value but limited direct-to-consumer traffic, this study recommends deepening policy-based cooperation and promoting knowledge asset transformation for sustainable development. This research provides theoretical and practical implications for the cultural communication and commercial operation of integrated music and tourism programs.References
1. R. I. C. H. A. R. D. Smirke, "IFPI Global Report 2024: Music Revenues Climb 10% to $28.6 Billion," Billboard, 2024.
2. P. Kotler and J. Scheff, Standing room only: Strategies for marketing the performing arts. 1997.
3. P. Bourdieu, "The forms of capital," in The sociology of economic life, Routledge, 2018, pp. 78-92.
4. G. Hofstede, *Culture's consequences: Comparing values, behaviors, institutions and organizations across nations*. International Educational and Professional, 2001.
5. A. Osterwalder and Y. Pigneur, *Business model generation: a handbook for visionaries, game changers, and challengers*. John Wiley & Sons, 2013.
6. E. A. Nida, *Toward a science of translating: With special reference to principles and procedures involved in Bible translating*. Brill Archive, 1964.
7. S. Hall, "Encoding—decoding (1980)," in Crime and media, Routledge, 2019, pp. 44-55.
8. K. Wasela, "The role of intangible cultural heritage in the development of cultural tourism," *International Journal of Eco-Cultural Tourism, Hospitality Planning and Development*, vol. 6, no. 2, pp. 15-28, 2023.
9. M. A. Hager and H. Sung, "Local arts agency participation in cultural tourism management," Journal of Heritage Tourism, vol. 7, no. 3, pp. 205-217, 2012.
10. H. Du Cros and B. McKercher, Cultural tourism. Routledge, 2020.
11. A. J. Tighe, "Cultural tourism in the USA," Tourism Management, vol. 6, no. 4, pp. 234-251, 1985.
12. I. P. Gortan-Carlin and A. Krajnović, "Music as a tourist product–The management and marketing model," in MIC: Managing Global Changes, S. Laporšek and D. Gomezelj Omerzel, Eds. Koper: University of Primorska, 2016, pp. 207-220.
13. G. D. Lord, "The power of cultural tourism," in Wisconsin Heritage Tourism Conference, vol. 17, pp. 1-14, Sep. 1999.
14. Z. Guo, D. Wang, and Z. Li, "Cultural tourism economy and cultural heritage of national music and dance bases under the integration of digital intelligence, industry and education," Journal of Education, Humanities, and Social Research, vol. 2, no. 3, pp. 43-54, 2025.
15. E. M. Macy, "Music tourism in New Orleans and Bali: A comparative study of cultural tourism development," Ph.D. dissertation, University of California, Los Angeles, 2010.
16. C. A. N. Mazlan, M. H. Abdullah, N. S. Nor Hashim, and N. Abdul Wahid, "Music in cultural tourism: insights from a dual approach of scoping review and bibliometric analysis," Humanities and Social Sciences Communications, vol. 12, no. 1, pp. 1-17, 2025.
