Abstract
In the context of digital heritage tourism, user-generated content (UGC) has become a pivotal instrument for city branding. This research delves into 5,000 UGC posts on the Xiaohongshu platform related to Quanzhou, scrutinizing the impact of multimodal communication and emotional expression on the potency of city branding. The analysis uncovers that UGC centered on food significantly outperforms in reach and engagement, whereas content focusing on cultural heritage substantially bolsters brand depth and cultural identity. The study also identifies that multimodal content, when paired with positive emotional expression, markedly amplifies the propagation of UGC. These findings are not only empirically insightful but also provide strategic recommendations for enhancing UGC optimization and leveraging multimodal communication to augment brand influence for Quanzhou and other heritage cities. By understanding the nuances of how UGC shapes city branding, this study contributes to the broader discourse on digital marketing strategies for cities with rich cultural heritage, offering practical guidance for leveraging social media’s multimodal capabilities to craft a compel-ling city brand narrative.
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How to cite this paper
Multimodal Communication and City Branding on the Xiaohongshu Platform: An Analysis of Quanzhou’s Digital Heritage Tourism
How to cite this paper: Yajun Huang. (2024) Multimodal Communication and City Branding on the Xiaohongshu Platform: An Analysis of Quanzhou’s Digital Heritage Tourism. Journal of Humanities, Arts and Social Science, 8(10), 2313-2318.
DOI: http://dx.doi.org/10.26855/jhass.2024.10.013