Regional Cultural Communication and Business Model of Shengqi Dipingxian: A Case Study of a Sino-Kazakh Co-produced Music-Travel Variety Program

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.