In the rapidly evolving landscape of global tourism, the way destinations craft and project their identities has taken on unprecedented importance. A recent study delves deep into Anhui Province’s strategic use of TikTok to communicate its tourism imaginaries, revealing intricate layers that go beyond surface-level promotion. Unlike the conventional scenic presentations, Anhui leverages a sophisticated amalgamation of verbal and visual resources to establish a tourism narrative that intertwines cultural heritage with sustainability—a marriage that is gaining traction among emerging destinations seeking a distinct voice on domestic and global stages.
Anhui’s tourism branding showcases six core imaginaries: natural beauty, vibrant cultural activities, unique culinary offerings, modern chic, traditional elegance, and rural idyll. These imaginaries are not incidental but rather meticulously constructed through multimodal storytelling on TikTok, where short videos captivate viewers with a dynamic blend of imagery and narrative tone. The study highlights how these imaginaries are instrumental in promoting sustainability, embedding ecological and social values into the region’s identity to reshape how audiences perceive this less internationally renowned part of China.
A notable finding from the analysis is the dominant emphasis in Anhui’s videos on cultural vibrancy and natural aesthetics, comprising approximately 50% and 41% of the promotional content respectively. This focus aligns with larger tourism industry trends valuing heritage and environmental authenticity. However, Anhui’s approach diverges when compared to other prominent Chinese cities like Xi’an and Hangzhou, both of which fuse contemporary urban sensibilities with historical legacies. Anhui’s branding leans more heavily on rural engagement, culinary traditions rooted in regional distinctiveness, and a preservation of classical elegance that evokes a timeless aura rather than urban modernity.
A broader international comparison further delineates Anhui’s positioning. Destinations such as Qatar and Saudi Arabia exemplify assertive, forward-looking branding strategies that foreground large-scale mega-events and futuristic themes. Qatar used the FIFA World Cup as a cornerstone for constructing an image of elite sport and international sophistication, while Saudi Arabia’s Vision 2030 campaign employs high-tech visual language and multicultural symbolism to redefine perceptions on a global scale. Anhui, by contrast, foregrounds localized cultural assets—festivals, food, and scenic rural spaces—that resonate strongly with domestic audiences but do not yet fully capture or engage international markets with similar intensity.
One critical insight reveals that Anhui’s sustainability messaging is predominantly implicit. The representation of natural landscapes and serene rural life subtly conveys ecological values but stops short of explicit sustainability narratives that might galvanize tourists toward more conscious behavior. Comparative case studies—such as New Zealand’s explicit “100% Pure” campaign and Italian cultural tourism sites promoting clear sustainable practices—demonstrate the potential impact of direct communication on tourist behavior and community welfare. Anhui’s indirect approach, while aesthetically appealing, may limit the effectiveness of its sustainability branding in attracting eco-conscious travelers and reinforcing local economic resilience.
Technological sophistication emerges as a key component in Anhui’s promotional method. The videos employ advanced filming techniques—rapid editing, diverse camera angles, and close-up shots framed within thoughtful mise-en-scène compositions—to generate an immersive experience. This technical orchestration enhances the storytelling by creating intimacy and dynamism, essential for capturing the fleeting attention spans typical of mobile social media users. Furthermore, these videos adopt a bottom-up communication style that contrasts sharply with traditional top-down tourism marketing. The use of natural voices, colloquial language, and eye-level perspectives fosters an egalitarian and relatable atmosphere, bridging the gap between the destination and its viewers.
The prominence of TikTok as the platform of choice is itself emblematic of shifting paradigms in tourism promotion. Mobile social media’s portability, editability, and connectivity empower destinations to engage audiences interactively and multimodally. Anhui’s embrace of these technological affordances supports not only aesthetic storytelling but also a more democratized form of narrative creation, inviting a sense of authenticity that resonates particularly with younger, digitally native demographics. This approach could serve as a model for emerging destinations aiming to break through the saturated global tourism market.
Yet, despite these strengths, the study underscores areas where Anhui’s strategy could evolve to enhance global visibility and sustainability impact. Explicit integration of sustainability commitments—with clear demonstrations of environmental stewardship and social responsibility—would fortify its competitive positioning. Moreover, expanding the accessibility of cultural heritage through strategic digital storytelling and participation in international cultural events could broaden Anhui’s appeal and global recognition, counterbalancing its currently limited engagement metrics such as low interaction volumes on promotional posts.
Multimodality also offers avenues for refinement. The use of culturally specific “idea-image” constructions and Confucian symbolism, while rich in local meaning, risks alienating international audiences unfamiliar with such references. Incorporating complementary verbal explanations alongside visuals would improve comprehension and emotional connection, making Anhui’s rich heritage more approachable. A subtle shift away from purely “positive propaganda” narratives toward more nuanced storytelling could invite deeper curiosity and engagement by acknowledging complexity rather than glossing over it.
The study offers concrete recommendations for emerging tourism destinations looking to leverage similar strategies. Integrating explicit sustainability into the branding framework is paramount. Destinations must harness the technological and interactive affordances of mobile social media platforms, deploying multimodal resources creatively to clarify cultural contexts and deepen audience connection. Employing a bottom-up communication model that places ordinary people’s daily lives at the forefront can effectively humanize tourism narratives and align promotional content with sustainable development goals.
Methodologically, the study introduces a systematic multimodal construction framework that elucidates how verbal and visual semiotic resources combine to shape destination imaginaries. This approach enhances understanding of sustainability communication within tourism promotion and provides a replicable model applicable to a variety of settings beyond Anhui. For example, ethnic minority tourism destinations could be examined using similar methods to evaluate their narrative strategies and sustainability interpretations, enriching the academic discourse on tourism imaginaries.
Recognizing its limitations, the research points out that restricting analysis to TikTok videos constrains the scope of conclusions. Future research would benefit from incorporating broader platforms and data-driven techniques to validate and expand the proposed models. Moreover, understanding the real-world implications of sustainability messaging demands direct engagement with audience responses through surveys or ethnographic studies—avenues that could yield insights into the social cognitive dimensions of tourism promotion and its behavioral impacts.
The evolving nature of tourism marketing and social media necessitates longitudinal investigation. Short-term snapshots may miss emerging trends and gradual shifts in branding strategies or audience reception. Tracking these developments over time could reveal how destinations adapt to global disruptions, technological innovation, and changing tourist expectations, informing best practices for sustainable tourism development.
Ultimately, this study illuminates the complex interplay between cultural representation, technological mediation, and sustainability in the context of Anhui’s tourism branding. By venturing “beyond the scenic view,” it challenges traditional tourism promotion paradigms and highlights the potential of digital multimodal discourse in forging destination imaginaries that resonate with diverse audiences while embedding sustainability commitments. As global tourism confronts pressing environmental and social challenges, such innovative approaches may become increasingly pivotal in constructing more responsible and impactful destination narratives.
Anhui’s case exemplifies a broader movement within the tourism sector, where emerging destinations seek to balance heritage preservation with modern engagement. Its use of TikTok—a platform emblematic of global digital culture—demonstrates how regions can harness emerging media to craft stories that celebrate local distinctiveness while aspiring to universal relevance. The integration of sustainability through subtle yet evocative imagery and narratives portrays a promising albeit nascent model, one that requires ongoing iteration and strategic enhancement to reach its full potential in the international arena.
This research underscores the importance of a reflexive and multimodal lens in analyzing tourism imaginaries, calling for industry stakeholders to embrace innovative communication frameworks. The fusion of technology, culture, and environmental consciousness reflected in Anhui’s branding provides key insights for policymakers, marketers, and scholars committed to advancing sustainable tourism. Collaborative efforts that amplify explicit sustainability messages and cater to global audiences through adaptive and inclusive storytelling practices will be crucial in redefining the future of destination promotion.
As digital platforms continue to evolve and tourism markets diversify, the capacity to create immersive, authentic, and sustainability-oriented narratives will largely determine a destination’s competitive edge. Anhui’s approach exemplifies both the opportunities and challenges inherent in this endeavor, offering a valuable case study for global tourism scholars and practitioners interested in the intersection of media, culture, and sustainable development.
Subject of Research: Sustainable tourism imaginaries and multimodal discourse analysis of TikTok promotional content in Anhui, China
Article Title: Beyond the scenic view: a multimodal discourse analysis of sustainable tourism imaginaries on TikTok in Anhui, China
Article References:
Du, S., Cheong, C.Y.M. Beyond the scenic view: a multimodal discourse analysis of sustainable tourism imaginaries on TikTok in Anhui, China.
Humanit Soc Sci Commun 12, 690 (2025). https://doi.org/10.1057/s41599-025-05015-3
Image Credits: AI Generated
