The Influence of Tourism Public Relations Strategies on Urban Brand Reputation via the Chinese Douyin Short Video Platform

Abstract

This study explores how tourism PR strategies on Douyin, a leading short-video platform in China, shape city brand reputation in the digital age. Using a mixed-methods approach that incorporates semi-structured interviews and a survey, this research identifies five key strategies: content marketing, influencer marketing, targeted marketing, user-generated content (UGC), and two-way communication. Survey findings reveal that a majority of respondents view Douyin as effective in improving their understanding of tourism resources and increasing interest in cities. The qualitative data shows the effectiveness of content marketing and influencer partnerships in engaging audiences and building brand identity. However, challenges such as inconsistent influencer messaging, content oversaturation, and the spread of negative UGC pose risks to city reputations. The study highlights Douyin’s dual potential as a powerful tool for city branding, offering both opportunities and challenges that require thoughtful management to ensure long-term success.