TRANSFORMATION OF CHINESE TOURISM MEDIA IN THE SOCIAL MEDIA ERA

Abstract

Introduction. In today’s globalized world, social media has become an integral part of daily life, with most people being active on at least one platform. It is no surprise that media companies have recognized the value of social media as a powerful tool for information dissemination and audience engagement. In particular, social media platforms are actively used by media outlets that disseminate tourism-related information. Thanks to their large audience, quick access to information, and lightning-fast speed of dissemination, social media is becoming an indispensable platform for promoting tourist attractions, popularizing cultural heritage, and attracting tourists.

Relevance of the study. Understanding how tourism media can effectively operate within digital platforms is essential for increasing the country’s tourism competitiveness. The aim of the article is to determine the features of the transformation of traditional Chinese tourism media in the era of social media, assess their achievements and challenges on domestic and international platforms, and analyze the publicity effects and challenges these traditional tourism media face in the context of globalization.

Methodology. A critical analysis of existing literature was conducted to assess the level of understanding of the issue within global journalism studies. Through comparative analysis, we examined the distinct characteristics of various platforms and their influence on the transformation strategies of traditional Chinese tourism media. Additionally, by analyzing several representative cases of Chinese travel media, we explored the key factors contributing to successful transformation as well as the major challenges encountered in the process.

Results. Given the specifics of the national policy that applies to China’s media system, it is worth distinguishing between domestic and global social media platforms. For example, Facebook, X, Instagram, YouTube, and TikTok are outside the Chinese media market. In China, the platforms WeChat, Weibo, RED, Bilibili, and Douyin are widespread. An analysis of traditional Chinese media pages revealed that some actively use international digital platforms to distribute content in addition to domestic Chinese social media. For example, media iPanda. By consistently delivering high-quality panda-related content on various digital platforms, including international social media, iPanda creates a strong emotional connection with its audience.

Conclusions. This study offers a new perspective on the transformation of traditional Chinese tourism media in the era of social media by conducting a cross-platform comparative analysis and combining quantitative and qualitative methods. Unlike previous research, it specifically examines the adaptation of tourism media materials to global digital platforms, identifying key challenges, opportunities, and best practices. The findings provide practical recommendations for optimizing content dissemination through AI, big data, and multilingual strategies, offering valuable insights for media organizations and researchers.