Study on the Audience’s Cultural Identity and Destination Marketing Based on Danmaku Data: The Case of Chinese Festival Wonder Tour Gala

Tingyu Xue, Jun Shao (), Yamin Zhao, Yuanyuan Niu and Chenrui Yang
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Tingyu Xue: Beijing Forestry University
Jun Shao: Beijing Forestry University
Yamin Zhao: Beijing Forestry University
Yuanyuan Niu: Beijing Forestry University
Chenrui Yang: Beijing Forestry University

A chapter in Information and Communication Technologies in Tourism 2025, 2025, pp 313-324 from Springer

Abstract: Abstract Danmaku, an interactive-video-commenting form which could reflect the audience’s cultural identity, is essential for destination marketing. However, there are only few studies focusing on this point in recent research of tourism. This study aims to explore whether the audience’s cultural identity could reflect their travel preferences and willingness. For this purpose, this study adopts textual analysis and semantic network analysis to analyze the Danmaku data of Chinese Festival Wonder Tour Gala (CFWTG) on Bilibili. The results show that: ① Among the three dimensions of audience’s cultural identity, the cognitive cultural identity is the strongest, and the behavioral cultural identity is the weakest. ② The audience’s cognitive cultural identity and affective cultural identity can reflect their travel preferences. ③ The audience’s behavioral cultural identity can reflect their travel willingness. This study will deepen the research on the audience’s cultural identity expressed by Danmaku in destination marketing, and the results will provide some references for tourism destinations to analyze the audience’s travel preferences and willingness through Danmaku video programs and optimize their marketing strategies.

Keywords: Cultural identity; Destination marketing; Travel preference; Travel willingness; Danmaku; Chinese Festival Wonder Tour Gala (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-83705-0_26

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DOI: 10.1007/978-3-031-83705-0_26

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