Optimization Pathways for Urban Tourism Branding Driven by Transmedia Communication: A Case Study of Quanzhou

DOI: https://doi.org/10.62517/jtm.202613105

Author(s)

Chuhao Shen*

Affiliation(s)

School of Creative Design, Quanzhou University of Information Engineering, Quanzhou, Fujian, China *Corresponding Author

Abstract

Amid increasing platformization of digital communication, urban tourism branding is shifting from one-way promotion toward multi-platform and participatory processes. Drawing on transmedia communication theory, this study examines Quanzhou through comparative analysis of hairpin flower culture, Maritime Silk Road heritage, and intangible cultural heritage dissemination. Findings indicate that transmedia communication shapes urban brand cognition through interconnected platforms and cyclical diffusion, guiding audiences from visual attraction to information deepening and offline participation. Three complementary pathways are identified: hotspot-driven dissemination, structured narrative development, and everyday accumulative communication. While differentiated platform roles enhance effectiveness, insufficient coordination may lead to fragmented brand perception. User-generated content and community participation serve as key drivers but require balance between openness and brand consistency. The study highlights chain-based coordination and hierarchical structuring as critical for effective transmedia branding, offering insights for cultural tourism branding in historical cities.

Keywords

Transmedia Communication; Urban Tourism Branding; Platformized Communication; User Participation; Quanzhou Tourism

References

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