Abstract：This study examined the influence mechanism of new farmers' short videos on the image perception of rural tourism destinations， using Douyin platform as the research field. By combining grounded theory with Importance-Performance Analysis (IPA)， the study extracted 61 initial concepts and 22 subcategories， and ultimately summarized 6 main categories： content characteristics， platform characteristics， cognitive image， emotional image， tourism intention， and viewing intention. A theoretical model was accordingly constructed to illustrate the influence of new farmers' short videos on the image perception of tourism destinations . The research found that the content and platform characteristics of short videos significantly drive the viewing and tourism intentions of the audience by influencing their cognitive and emotional images. IPA analysis further revealed that “local characteristics” is a high-attention and high-satisfaction factor， while factors such as “environmental perception” and “tourism facility conditions” need to be optimized. This study provides a theoretical basis for the image shaping and communication strategies of rural tourism destinations， and presents the cultural value and economic potential of short videos in rural tourism.
詹一虹,何叶紫,赖文睿. 新农人短视频对乡村旅游目的地形象感知的影响机制研究[J]. 华中师范大学学报(自然科学版), 2025, 59(3): 382-390.
ZHAN Yihong,HE Yezi,LAI Wenrui. Research on the influence mechanism of new farmers' short videos on the image perception of rural tourism destinations. journal1, 2025, 59(3): 382-390.
2025, Vol. 59 
