The Enhancement of Rural Tourism Experience in Huangling Village, Jiangxi Province, China through Social Media

Abstract

This study investigates the transformation of Huangling Village in Jiangxi Province, China, from a declining "empty village" into a popular rural tourism destination through the application of 4I theory on social media platforms such as Douyin, WeChat, and Rednote. By analyzing the village's marketing strategies, we identify key challenges: content homogeneity in short videos, insufficient discounts and unique offerings during peak seasons, limited interaction channels with tourists, and a monolithic brand image centered on "Autumn Display" and ancient architecture. To address these issues, countermeasures like micro-film storytelling, early-bird bundles, cross-platform memberships and AI-guided seasonal routes—are proposed and evaluated. The findings suggest that the Huangling model offers a replicable roadmap for other rural destinations aiming for sustainable tourism development, emphasizing the importance of innovation, engagement, and personalization in the digital age.