Communication Value and Practical Observation of New Scenario Integration of Coconut Culture from the Perspective of High-Quality Development of Hainan's Culture and Tourism

Abstract

Against the backdrop of the parallel advancement of the Hainan Free Trade Port and the high-quality development of culture and tourism, the cross-border integration of local industrial brands with the cultural and tourism sector has become a key pathway for constructing new cultural–tourism scenarios. The factory tour and check-in activity launched by Coconut Palm Group breaks the traditional boundary between industrial production and tourism consumption. By creating an immersive, nostalgic, garden-style visiting route, it integrates entertainment, knowledge acquisition, and everyday accessibility, thereby forming a distinctive cultural–tourism experience space. This initiative not only attracts external tourists to engage deeply with Hainan’s representative coconut culture and local brands, but also activates brand memories and regional identity among local residents, facilitating broad communication across different age groups and social strata. Based on on-site investigation and participatory observation, and drawing on the core connotations of high-quality cultural and tourism development, this paper systematically analyzes the construction logic of new scenarios and the characteristics of cultural–tourism cross-border integration embodied in Coconut Palm Group’s factory check-in model. Furthermore, it explores the initiative’s diverse communication values in terms of brand communication, destination image shaping, and cultural identity construction. Finally, the study summarizes practical highlights and policy implications, providing a reference case for Hainan’s local brands to empower the cultural and tourism industry and to promote innovation in cultural–tourism formats and product supply.