A study on the construction of destination image for China’s county-level integrated media centers: a case study of four counties in Fuzhou

Abstract

With the growing significance of social media in disseminating destination images, short videos have emerged as the primary channel through which tourists acquire destination information. In China, local governments at all administrative levels have begun to explore how to portray a more accurate and diverse destination image through short video platforms, which has become a pressing issue today. This study utilizes a combination of manual analysis (subject terms classification) and computer-assisted techniques (key-frame extraction and text mining) to examine the short videos posted on the TikTok (Douyin) platform by the integrated media centers of Minhou County, Yongtai County, Minqing County, and Lianjiang County in Fuzhou City, China. The objective is to explore the shared characteristics and variations in the dimensional aspects of destination images. The findings reveal that the short video contents released by the governmental new media accounts in these four counties primarily highlight three dimensions: stakeholders, urban infrastructures, and regional landscapes. These dimensions are evident in both descriptive texts and visual symbols. However, in terms of the presented destination image, a notable degree of homogeneity is observed, and there is a lack of emphasis on uncovering and presenting the cultural dimensions, thus failing to reflect the distinctive local characteristics fully. Consequently, it is essential for local integrated media centers to thoroughly explore the cultural uniqueness of their respective regions and enhance the development of thematic dimensions in creating short video content. This approach will effectively strengthen tourists’ association with and perception of destination images.