Digital media as the new quality productive forces of tourism industry：a study of destination path shaping triggered by media events
LUO Qiuju1,2,3， WU Chuanlong1,2
(1.School of Tourism Management， Sun Yat-sen University， Zhuhai 519082， Guangdong， China；2.Research Center of Digital Exhibition and Cultural Creativity， School of Tourism， Sun Yat-sen University， Zhuhai 519082， Guangdong， China；3.Institute of Guangdong， Hong Kong， and Macao Development Studies， Sun Yat-sen University， Guangzhou 510275， China)
Abstract：Digital media has become a critical foundation for fostering new quality productive forces in tourism destinations. Many remote areas have achieved leapfrog development in the tourism industry， as well as high-quality economic and social transformation， driven by media events. This study， from the perspective of media events and tourism destination evolution， applies a path-tracing methodology to examine the case of Litang's tourism destination evolution following the Dingzhen phenomenon， revealing the theoretical logic and practical process of digital media as a new quality productive force of tourism. The findings indicate that the Dingzhen phenomenon initiates a path-shaping process for Litang's tourism development， helping the region overcome its over-reliance on tourism intermediaries. This led to the emergence of fans tourism markets (path upgrading) and the enhancement of node functions within traditional outdoor tourism markets (path extension). Media events not only enhance the visibility and attractiveness of Litang tourism through shared attention and media rituals， but also strengthen the connectivity and agency of the Litang community through social mobilization and resource integration functions. These create opportunity space for Litang’s destination path shaping and a dynamic alliance of diverse agents that transform these opportunity space into reality， demonstrating the practical logic of the close relationship between media events triggering and stakeholders' agent. The process and the outcomes of media events triggering destination paths shaping both possess the function of new quality productive forces of tourism. Regarding the process， the logic of eventization overcomes the constraints of previous mediatization logic in social mobilization and resource integration， enhancing the effectiveness of digital media in place storytelling and the reshaping of attractiveness. As for the outcomes， it motivates tourist groups to actively utilize digital media to generate and distribute high-quality tourism experience content， thereby creating a marketing synergy with the Dingzhen phenomenon. Consequently， this research reveals the social transformation function of media events from the perspective of tourist destination evolution and offers a deeper understanding of the theoretical underpinnings of the new quality productive forces of tourism， which are advanced by digital media facilitating dynamic collaboration of diverse agents in the place-making process. At the practical level， it will provide theoretical guidance for the innovative development of tourist destinations in the context of a mediated society where media events are increasingly prominent.
罗秋菊,吴传龙,. 数字媒介作为旅游新质生产力：媒介事件触发的目的地路径塑造研究[J]. 华中师范大学学报(自然科学版), 2025, 59(3): 346-357.
LUO Qiuju,WU Chuanlong,. Digital media as the new quality productive forces of tourism industry：a study of destination path shaping triggered by media events. journal1, 2025, 59(3): 346-357.
2025, Vol. 59 
