现代旅游业的竞争让旅游业的创新势在必行,本文从传播学的视阈论述了旅游与传播、旅游业与文化创意产业的关系,进而提出旅游业创新的两个基点:创新思维模式与延伸价值链。从信息传播的角度讨论了西安城市形象及旅游发展存在的问题,最后,提出西安市可在城市品牌经营及文化创意产业两方面创新思路,促进旅游产业的发展。

China has always been considered as a mysterious oriental country, and many economists insist that tourism industry in China will be well developed. However, in recent years, a bottleneck slowed down the development of tourism industry in China, so it is necessary to innovate. To improve the capability of innovation is not only to get more material wealth, but also one of the ways to establish self-confidence in culture.Culture plays an important role in national identification and construction. With the promotion of cultural industry, economy and business functions of culture are gradually reflected. The author explores how to learn and use innovation in tourism industry. More and more people are involved to tourism that makes the industry grow into a pillar industry in national economy. Economic development not only improves people's material life, but also gives people more leisure time. Therefore, spending holiday becomes part of the people's life. Travel must be accompanied by the dissemination of behavior. During traveling, information dissemination is as a kind of human social behavior goes throughout tourism activities. Travel behavior makes social interaction more frequently. Information increases, and the exchange of information accelerates. The tourism industry in Xi'an has been a main income source. This paper, after analyzing the tourism situation in Xi'an, gives feasible suggestions from the perspectives of brand innovation, brand management and cultural impact. It is necessary for Xi'an to develop the tourist transportation system in order to continuously deepen its own unique resources, expand the world-famous historical and cultural city's influence and become one of the best tourist cities in the world. The author also points out that it is necessary for modern tourism industry to innovate because of the competition among the tourism industry itself. From the view of communication studies, this paper illustrates the relationship between tourism and communication, tourism and cultural industries. Furthermore, this paper emphasizes innovation mode and extended value chain.s