The Impact of Social Media Marketing Campaigns on Tourist

Growth and Consumption Patterns in Chongqing

Yu Kuang

Meishi Film Academy, Chongqing University, Chongqing, 400000, China

Keywords: Social Media Marketing, Tourism Growth, Consumption Patterns, Short Video Platforms, Consumer

Behavior Analysis.

Abstract: The research examines the impact of social media marketing on the incremental growth and consumption

patterns of tourists in Chongqing through a questionnaire survey. The study reveals that social media

substantially enhances tourist influx, with visual symbols prompting immediate decision-making and cultural

interpretations fostering long-term cognition; additionally, the consumption structure is defined by an

"experience-first" approach. The research further confirms the relationship between content format and

behavioral inclinations. The study recommends distinct platform strategies, including enhancing the

placement of iconic scenes in short videos and enriching cultural exploration content on graphic platforms,

while also acknowledging the limitations posed by geographic concentration in the sample and the use of

cross-sectional data. This study offers a theoretical and practical foundation for the integration of cultural

tourism and precision marketing in Chongqing, addressing the research gap on the quantitative attribution of

regional tourism growth and the transformative impact of cultural symbols.

1 INTRODUCTION

Social media has emerged as an essential instrument

for marketing tourism destinations in the digital age,

owing to its robust communicative capabilities and

significant engagement. Current studies emphasize

communication mechanisms and traffic conversion.

For instance, P. Wang et al. (2022) demonstrated that

the appeal of information affects users' decision-

making via the mediation of perceived value,

grounded in the technology acceptance model. Xu et

al. (2023) discovered that TikTok's push mode had

hindered decision-making readiness while enhancing

tourism behavior. Additionally, Wen et al. (2025)

uncovered the chain mediation effect of emotional

connections within virtual communities on the

willingness to engage in check-ins, based on the

theory of interactive ritual chains. Nonetheless,

substantial deficiencies persist in regional tourism

research: firstly, there is a lack of quantitative

attribution analysis regarding the increase in tourist

arrivals in specific regions, with current literature

predominantly relying on qualitative assessments and

lacking empirical validation of social media's

influence; secondly, there is an absence of systematic

examination of the moderating impact of marketing

campaigns on consumption patterns (e.g., the

Distribution of expenditures on food and beverage,

lodging, and shopping); and thirdly, the tangible

transformative effect of cultural symbols on the rise in

tourist arrivals in specific regions remains

unquantified. As a quintessential example of Netroots

tourism cities, Chongqing offers a perfect

experimental context for this study because of its

three-dimensional spatial configuration and

distinctive cultural symbols. This study seeks to

elucidate the impact of social media marketing on the

expansion of tourism and consumption patterns in

Chongqing while also validating the economic

transformation effects of cultural symbols through

quantitative analysis and empirical data. This study's

conclusions offer strategic support for the sustainable

development of regional tourism and enhance the

theoretical framework of "experience economy"-

focused destination marketing.

2 LITERATURE REVIEW

The ongoing research of social media and the

emergence of social media-driven tourist destinations

emphasizes the following elements:

Kuang, Y.

The Impact of Social Media Marketing Campaigns on Tourist Growth and Consumption Patterns in Chongqing.

DOI: 10.5220/0013993300004916

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Public Relations and Media Communication (PRMC 2025), pages 461-468

ISBN: 978-989-758-778-8

461

2.1 Communication Mechanism and

Traffic Transformation of Social

Media-Driven Tourist Destinations

2.1.1 The Crucial Function of Short Video

and Content Marketing

P. Wang et al. (2022) developed a novel media

marketing tourism decision-making model grounded

in the six-degree segmentation theory and the

Technology Acceptance Model (TAM). They

employed structural equation modeling to confirm

that information attractiveness, information

interactivity, and user trust significantly and

positively influence user-perceived value, which

positively impacts user decision-making. The

subsequent study employed the Bootstrap method to

examine the mediating effect, revealing that user-

perceived value partially mediated the influence of

information attractiveness on user decision-making

(Path 1: information attractiveness → user-perceived

value → user decision-making) and fully mediated

the influence of information interactivity on user

decision-making (Path 2: information interactivity →

user-perceived value → user decision-making).

Additionally, user-perceived value exerted a positive

influence on user decision-making. It serves as a

complete mediator in the relationship between user

trust level and user decision-making (Path 3: user

trust level → user perceived value → user decision-

making). The study's limitations encompass a sample

concentrated on a sample of college students and

female demographics, the cross-sectional data's

inability to monitor dynamic decision-making, and

the model's exclusion of external variables (e.g.,

economic capacity). It is advised that new media

platforms, such as Xiaohongshu, augment

information appeal, bolster information interaction,

cultivate user trust, and prioritize users' perceived

value.

Utilizing the theory of planned behavior, Xu et al.

(2023) developed a four-stage model of travel

decision-making for TikTok users, encompassing

motivation generation, decision preparation, decision

generation, and decision perception. They employed

an ordered Logit model to examine the influence of

TikTok's attributes (push mode, information

channels, etc.) and individual perceptions (interests,

preferences, etc.). The research indicated that high-

frequency pushing impeded decision preparation,

information conduits facilitated travel behavior,

curiosity stimulated decision production, and

extensive knowledge restrained followers'

engagement. The study's drawbacks encompass the

focus on young demographics and the Guilin region,

the cross-sectional data's incapacity to monitor

dynamic decision-making, and the model's restricted

capacity to elucidate nonlinear correlations.

2.1.2 Emotionally Motivated and Digital

Community Engagement

J. Wang et al. (2024) examined the influence

mechanism of social media content marketing on

tourists' travel intentions by developing a theoretical

framework grounded in narrative communication

theory and the Pleasure-Awakening-Dominance

(PAD) model and conducted an empirical analysis of

300 valid questionnaires using Structural Equation

Modeling (SEM). The key principles of the study

encompass narrative communication (immersive

narrative experience), arousal (emotional activation),

dominance (perceptual control) within the PAD

model, and distance desire (psychological distance

management). The study's results indicate that

narrative communication has a direct positive effect

on travel intention and indirectly enhances travel

intention through the mediation of arousal and

dominance. Additionally, the desire for distance

negatively moderates the influence of dominance on

travel intention but not on arousal. The results offer

theoretical backing for destination marketing

strategies that focus on eliciting emotional and

perceptual regulation via story content and

optimizing distance perception to increase tourists'

travel inclination.

Wen et al. (2025) employed 424 valid surveys to

examine the influence mechanism of interactions

within virtual communities on the propensity to visit

tourist places promoted by social media, based on the

chain theory of interaction rituals. The research

developed a chain mediation model comprising

"virtual community interaction - interpersonal

susceptibility - empathy - willingness to engage,"

employing a 6-point Likert scale for variable

measurement. The principal concepts encompass

interaction ritual chain theory (which highlights the

collective energy generated by shared concerns and

emotional exchanges in virtual interactions),

interpersonal susceptibility (the propensity of

individuals to acquiesce to group opinions), and

empathy (the phenomenon of experiencing emotional

resonance within a group). Data analysis indicated

that interactions within virtual communities directly

and favorably influenced the willingness to engage

while enhancing this willingness indirectly through

the separate and chain-mediated effects of

interpersonal susceptibility and empathy, thereby

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462

verifying the emotion-driven process. The findings

offer guidance for destination management: the

emotional bond of virtual community interaction

must be reinforced, interpersonal susceptibility

should be augmented through the influence of opinion

leaders and other strategies, and empathy needs to be

fostered via cultural symbol design to sustain User-

Generated-Content (UGC)-driven Engagement

Persistence.

2.1.3 Dimensions of Information Evaluation

and Tourist Decision-Making

Li and Zhang (2013) administered 600 surveys at the

Jiuzhaigou Scenic Area, Sichuan, utilizing an on-site

convenience sample method. The research developed

an online information assessment model grounded in

the Technology Acceptance Model (TAM),

delineated three dimensions of information quality

(objectivity, completeness, and trustworthiness),

information channel (accessibility, security, etc.), and

information expression (vividness, clarity, etc.), and

quantified tourists' evaluations via a five-point Likert

scale while investigating their impacts on information

engagement and tourism decision-making through

structural equation modeling. The results showed that

the evaluation of information expression had a

significant positive effect on information

participation and tourism decision-making, the

evaluation of information quality had a direct effect

on tourism decision-making, while the evaluation of

information channels had no significant effect on

information participation and decision-making; there

were strong correlations between the evaluation

dimensions (e.g., information channels were

correlated with information quality). Limitations of

the study include that the sample was concentrated on

Jiuzhaigou tourists (geographical limitation), the data

were cross-sectional and could not track the dynamic

decision-making process, and the role of information

channels in a multichannel environment (e.g., offline

information sources) was not considered, so it is

recommended that future studies expand the diversity

of the sample, incorporate dynamic tracking methods,

and the interaction effect of multiple information

channels.

2.1.4 Trust Mechanisms and User

Behavioral Intent

Han and Ming (2021) acquired research data via

interviews and interactive communications within

online communities. Utilizing the social cognitive

theory framework of "belief-attitude-behavior," they

developed a model elucidating the influence

mechanism of TikTok short videos on tourism

behavioral intention, examining three dimensions: the

information publisher, the receiver, and the

interrelationship between the two. They unveiled the

mediating pathways of cognitive and emotional trust

through qualitative analysis. The mediating pathway

of affective trust. The research revealed that the

professionalism of opinion leaders, users' self-

consistency (alignment of interests and values), and

functional consistency (authenticity of the context)

indirectly influenced tourism behavioral intention via

cognitive trust (rational evaluation) and affective trust

(emotional reliance), with affective trust serving as a

complete mediator between relationship strength and

behavioral intention. The study's limitations

encompass an unspecified sample size, a data source

concentrated on particular user demographics (e.g.,

college students, tourism professionals) from 2019-

2020, an absence of extensive statistical validation

and longitudinal tracking data, and the neglect of the

moderating effects of external variables, such as

economic capacity and geographic proximity, on

behavioral intention. The TikTok platform should

fortify its opinion leader development mechanism,

refine the algorithm to improve video authenticity and

immersive experiences, and deepen emotional trust

through enhanced user interaction while creating

distinctive tourism intellectual properties by

integrating regional cultural attributes to augment the

efficacy of new media marketing.

2.2 Optimization of Tourist Behavior

and Experience

Liu (2023) primarily used literature analysis and

theoretical deduction to elucidate the connotation,

characteristics, and applications of new media

marketing within the tourism sector, while proposing

strategic recommendations aligned with integrated

marketing theory. The argumentation process is

segmented into three components: first, it delineates

the fundamental characteristics of new media

marketing (such as high efficiency, effectiveness, and

interactivity) and its applications in tourism

(including network platforms, mobile terminals, and

outdoor media); second, it evaluates the current

landscape through statistical data, highlighting issues

such as superficial comprehension, fragmented

planning, inadequate interaction, and deficient

operational capabilities at existing tourist sites;

finally, drawing upon integrated marketing theory

and the 4C marketing mix (consumer, cost,

convenience, communication), the study

recommends strategies for enhancing marketing

The Impact of Social Media Marketing Campaigns on Tourist Growth and Consumption Patterns in Chongqing

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awareness, systematic planning, fostering interaction,

and bolstering operational proficiency. This study is

limited by the absence of empirical validation, as the

proposed strategies predominantly depend on

theoretical reasoning and existing data without

assessing their efficacy through real-world examples

or experiments. The study offers a theoretical

strategic framework for tourist attractions,

highlighting that "tourist-centered" integrated

marketing is fundamental to enhancing

competitiveness. It outlines a method for attractions

to reconcile market orientation with tourists' needs,

though it requires further optimization with practical

application.

Liang (2024) employed a synthesis of theoretical

analysis and case-based empirical evidence to

investigate the influence of social media marketing on

visitors' destination choice preferences. The research

primarily employs a descriptive design to examine the

significance of social media within the tourism sector,

the various marketing strategies (such as the

promotion of official accounts, collaboration with

travelers, and user-generated content), the effects on

tourists' decisions (including heightened awareness,

increased appeal, influence on decision-making, and

fulfillment of personalized requirements), as well as

the five predominant contemporary challenges

(misinformation, privacy and security concerns,

marketing homogenization, inadequate interaction,

and subpar data analysis). The research illustrates the

influence of social media marketing on tourists'

decision-making by examining case studies of

prominent scenic locations in China, such as Lijiang

in Yunnan, Jiuzhaigou, West Lake in Hangzhou,

Zhangjiajie, and Wuzhen, alongside the operational

strategies of various social media platforms,

including Weibo, TikTok, and WeChat. The study

recommends strategies to enhance the tourist

experience at scenic locations by addressing five

primary issues. It underscores the necessity for social

media marketing to consistently evolve in response to

the dynamic market landscape, ensuring

competitiveness through technological integration

(e.g., AI recommendations, blockchain security) and

media innovation (e.g., short videos, social e-

commerce). This study offers a theoretical framework

and practical approach for the digital transformation

of tourist attractions, promoting a sustainable, user-

centered, and data-driven marketing paradigm.

2.3 Dynamic Formulation of Tourism

Destination Imagery and

Data-Driven Marketing Strategies

Wang et al. (2021) assembled a research sample by

gathering User-Generated Content (UGC) related to

tourism from Jiuzhaigou National Park in China. The

research revealed that tourists prioritize

psychological perception, overall landscape, and

universal imagery during the mid-stage of their

journey, subsequently shifting to functional

evaluation, attribute emphasis, and uniqueness

recognition in the later phase. User-perceived value

serves as an intermediary in the transformation of the

image; for instance, the psychological theme is

synthesized through the overall subjective feeling in

the latter stage, while the significance of the

functional theme markedly escalates. The

significance of utilitarian themes has markedly

escalated. The study's limitations encompass the

emphasis on natural landscape destinations

(characterized by distinct borders and activity

patterns), the dependence on textual analysis of the

data, potentially resulting in superficiality, and the

absence of monitoring the evolution of the organic

picture throughout the pre-trip phase. The research

indicates that destination managers ought to evaluate

the panoramic Tourism Destination Image (TDI)

through socio-perceptual methodologies, employ

targeted marketing to cater to individual tourist

variances and augment the perceived value for

tourists by improving the acknowledgment of

functional attributes and refining distinctive symbolic

representations.

Asuncion Beerli and Josefa D. Martin (2024)

developed a destination image development model

utilizing information source theory and a framework

of personal attributes. The study revealed that

induced information sources (solely travel agency

recommendations) significantly and positively

influenced perceptions of sunny beaches;

autonomous information sources (such as travel

guides) markedly improved perceptions of natural

and cultural resources but diminished evaluations of

the atmosphere; and organic information sources

(recommendations from friends and family)

adversely impacted perceptions of the social

environment. Additionally, the Frequency of first-

time tourists' visits to attractions significantly

enhanced perceptions of natural and cultural

resources, whereas repeat visits negatively influenced

evaluations of the social environment. Furthermore,

motivations for leisure, relaxation, and knowledge

acquisition significantly propelled affective imagery,

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464

while knowledge motivation among repeat visitors

had an adverse effect. The study's limitations

encompass a cross-sectional design that precludes

observing the image's dynamic evolution, a

restriction in questionnaire length that omits

psychometric variables (e.g., values), and

conclusions that predominantly pertain to island-type

"sunny beach" destinations. Tourism management

agencies should enhance collaboration among travel

agencies to improve the Distribution of essential

resources, align media content with the authentic

representation of the destination, and fulfill the

knowledge-seeking requirements of returning visitors

through various tourism products.

2.4 Limitations of Existing Research

The existing research on the drivers of tourism

growth in Chongqing exhibits three notable

limitations. Firstly, studies primarily conduct

qualitative analyses of the communication

mechanism and lack quantitative attribution

regarding the increase in tourism in Chongqing.

Secondly, current research has not elucidated how

marketing campaigns alter the composition of tourist

expenditure (e.g., the percentages allocated to food

and beverage, accommodation, and retail).

Thirdly, current research has not measured the

tangible impact of Bayu cultural symbols (e.g., hot

pot) on the increase in tourist arrivals.

3 METHOD

3.1 Questionnaire Design

3.1.1 Description of Variables

Based on the relevant literature and the structure of

the questionnaire, the core variables and

corresponding question items were extracted:

Table 1. Definition of Research Variables and

Corresponding Measurement Items.

Variant Define Corresponding

item

Information

Appeal

How intuitively

appealing social

media content is

to users

Q4 Hot Word

Exposure, Q7

Content

Characterization

Preferences

Information

Interactivity

Intensity of user

interaction with

information

from the

platform/other

users

Q8 active search

platforms, Q9

passive

reception

channels

User Trust Users' perceived

trust in the

authenticity of

platform

information

Q12 Access to

information,

Q13 Reach, Q21

Credibility

Perceived

Value

Users'

subjective

evaluation of

the usefulness

of travel

information

Q14 Reasons for

attraction

selection

(culture/social

media

influencer

/avoiding

crowds)

Consumer

Decision

The Specific

Impact of Social

Media on Travel

Behavior

Q18 Change in

consumption

patterns, Q19

Willingness to

revisit

3.1.2 Design of Scales

A 5-point Likert scale was used with specific

correspondences:

Table 2. Scale Design for Variable Measurement.

Variant Measurement

question items

(example)

Title

Number

Information

Appeal

"The photo templates

of internet celebrities

on social media

prompted me to

choose scenery."

Q4, Q7

Information

Interactivity

"I will review travel

recommendations

based on friends' alerts

or trending lists."

Q8,Q9,

Q13

User Trust "I think vegetarian

punch notes are more

credible than KOL-

Q12,Q21

The Impact of Social Media Marketing Campaigns on Tourist Growth and Consumption Patterns in Chongqing

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promoted content."

Perceived

Value

"The main reason I

chose the attraction

was cultural

uniqueness/the same

experience as social

media influencer"

(1=not important,

5=extremely

important)

Q14

Consumer

Decision

"I will extend my stay

to experience new

scenarios due to social

media

recommendations."

Q18,

Q19

3.2 Data Sources and Processing

3.2.1 Data Sources

Regarding demographic characteristics, the

questionnaire covers items Q1 to Q3, collecting

foundational data on respondents' residential

locations, age ranges, and arrival timelines.

Behavioral patterns analysis employs questions Q5

through Q11 to examine travel purposes and digital

platform usage frequency. The study utilizes items

Q12 to Q21 for decision-making drivers to map

information acquisition channels, expenditure

allocations, and motivational factors influencing

travel choices.

3.2.2 Data Processing

SPSS: assessment of reliability and validity

(Cronbach's α > 0.7)

4 RESULT

4.1 Descriptive Statistical Analysis

4.1.1 Characteristics of Sample Population

Regarding age distribution, approximately 82% of

respondents are aged 18–35 (option "1" representing

the youth group), while 16% belong to the 36–50 age

range (option "2"). Regarding geographical origins,

Sichuan Province accounts for 34% of visitors,

followed by Hunan Province (18%) and Guangdong

Province (12%), reflecting that tourists from

neighboring provinces form the primary visitor base.

For consumption patterns, food and beverage

expenditures comprise the largest share of average

spending at 38%, with accommodation costs ranking

second at 25%, followed by transportation expenses

(22%) and shopping expenditures (15%). These

findings collectively outline the tourist population’s

core characteristics and spending preferences.

4.1.2 Frequency of Use of Social Media

Platforms

Regarding active search platforms, TikTok emerges

as the most prominent choice, used by 62% of users,

followed by Xiaohongshu at 41% and WeChat at

38%. For passive recommendation platforms, TikTok

also dominates with 58% adoption, while WeChat

accounts for 32% and Bilibili (B Station) represents

24% of user engagement. These patterns underscore

TikTok’s dual role across both proactive and

algorithm-driven content discovery, while platforms

like Xiaohongshu and Bilibili reflect niche

preferences in specific user segments.

4.1.3 Tools and Reasons for Choice

The data analysis uses Excel pivot tables to

summarize percentages and employs SPSS frequency

analysis to verify distribution uniformity and test

differences. The rationale for selecting these tools

relates to their ability to visually present tourists'

basic profiles, establishing a foundation for

subsequent segmentation group analysis and ensuring

methodological consistency throughout the research

process.

4.2 Pearson Correlation Examination

The analysis indicates a significant positive

correlation between the degree of social media

influence and first visit rates (r=0.71, p<0.001),

where a one-point increase in social media influence

increases the probability of a first visit by 23%.

Furthermore, immersive first-view content positively

correlates with extended dwell time in consumption

contexts (r=0.54, p=0.008).

4.3 Chi-Square Test

The analysis shows that short video users exhibit a

significantly higher preference for "internet celebrity

same-style photos" (68%) compared to

graphic/textual users (32%) (χ²=15.2, p=0.001).

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Regarding platform-specific attraction preferences,

TikTok users demonstrate stronger inclination toward

"internet-famous sites" such as White Elephant

House and Mountain City Lane (χ²=9.8, p=0.007),

while WeChat users predominantly favor cultural

attractions like Xiahao Old Street.

5 MAIN FINDINGS

5.1 Main Findings

The study reveals the deep-rooted mechanism of

social media's influence on tourists' behaviour

through quantitative analysis, and the main findings

can be summarised in the following three aspects:

Social media drives significant incremental

growth in the tourism market: 72% of first-time

visitors' decisions are directly influenced by social

media content (based on questionnaire data), with

short video platforms (TikTok) triggering immediate

decisions through scenario-based visual stimulation

and graphic platforms (Xiaohongshu) relying on the

interpretation of cultural symbols to build long-term

cognition.

Consumption structure shows "experience first"

transformation: tourists' consumption in niche

attractions, catering accounted for the highest

proportion (average value of 38%), and the option of

"choosing a restaurant on the recommendation of

social media influencer" accounted for 53%,

reflecting that social media content directly guides the

preference of consumption scenarios.

There is a strong correlation between content form

and behavioural preference: Short video users pay

more attention to the "Rate of taking good photos"

(χ²=15.2, p=0.001), while graphic users prefer

"cultural uniqueness" (p=0.012). There is also a

significant correlation between content form and

consumption preference.

5.2 Guiding Implications of the Findings

Visual validation of the social media influence

mechanism shows that the chi-square test and Pearson

correlation analysis confirm the transmission path of

"platform-content-behavior". Meanwhile, the

matching effect between content form and

consumption preference shows that the intensity of

short video users' preference for "the same style of

social media influencer" (68%) is 2.1 times higher

than that of graphic users. In addition, in the early

signals of structural changes in the tourism market,

the added value of Chongqing's cultural and tourism

industry exceeded 120 billion yuan in 2023, with

outstanding contributions from new business models

such as nighttime consumption and pilot projects for

the integration of commerce, culture, tourism, and

sports. This indirectly confirmed the trend of

increasing the proportion of the experience economy.

5.3 Practical Implications of

Theoretical Marketing

5.3.1 Short Video Platforms

The strategic implementation prioritizes 15-second

videos incorporating iconic visual symbols, such as

the Hongyadong nightscape. This approach is

supported by quantitative evidence: Question 8

(active search platforms) analysis reveals TikTok's

dominance in respondents' proactive search behavior,

coupled with its frequent mention in cross-platform

decision-making influences. Concurrently, Question

4 (social media buzzword perception) demonstrates

high-frequency selection of visualized cultural motifs

like "Chongqing Light Rail through Buildings" and

"White Elephant Residence Magic Rooftop,"

confirming the persuasive power of visual

symbolism. Further validation emerges from

Question 7 (action-triggering content features), where

immersive first-view experiences and "internet

celebrity photo template replication" achieved

elevated scores, reinforcing the necessity to

emphasize iconic scenes in short-form video

production.

5.3.2 Graphic Platforms

Strategic recommendations emphasize the

development of a "cultural exploration" content

system, supported by data insights from user

feedback. Survey data indicates that Xiaohongshu

ranks as the second most active platform for cultural

searches, with notable user interest in topics such as

"local hidden gems" and "narrative-driven site

interpretations”. Respondents consistently rated

"local insider tips" and "cultural uniqueness" as

highly memorable content types, reinforcing the

demand for authentic and specialized cultural

experiences. However, feedback regarding content

homogenization reveals a critical need for

differentiation, particularly through detailed

explorations of distinctive cultural elements like the

green brick architecture on Xiahao Old Street, to

address repetitive content patterns and enhance

engagement.

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5.4 Research Limitations and Future

Research Directions

The limitations of this study are mainly reflected in

the following aspects:

First, the sample data is concentrated in Sichuan

and Chongqing regions (34% of visitor sources),

which may be affected by the spatial characteristics

of mountainous cities and needs to be expanded to

diversified landscapes such as seashores and plains to

improve the generalizability of the conclusions.

Second, the moderating effect of tourists' established

preferences (e.g., historical interests, cultural

literacy) on the influence of social media has not been

systematically measured. Third, although the

correlation analysis reveals the association of

variables, it is difficult to verify the causal

relationship with cross-sectional data, which needs to

be further examined through A/B testing

experimental design. Finally, existing studies show

that the heat of Internet-famous landmarks exhibits a

cyclical decay, and the present study does not track

the temporal changes, so it is necessary to establish a

long-term tracking mechanism to analyze the

"iterative speed of content" through quarterly data

collection. Therefore, it is essential to establish a

long-term tracking mechanism to explore the

dynamic relationship between "content iteration

speed" (e.g., no less than three updates per month)

and the revisit rate of tourists through quarterly data

collection to avoid miscalculation of the heat lifecycle

by cross-sectional data.

6 CONCLUSION

The study examines the impact of social media

marketing on tourism growth and consumption

patterns in Chongqing through a mixed-method

approach. The findings reveal that social media

significantly drives first-time tourist decisions, with

short videos fostering immediate choices through

visual symbols, while graphic platforms enhance

long-term cultural cognition. Additionally, an

"experience-first" consumption structure dominates,

with social media directly guiding preferences for

niche attractions and dining. The study proposes

platform-specific strategies: prioritizing iconic visual

content on short video platforms (e.g., TikTok) and

enriching cultural narratives on graphic platforms

(e.g., Xiaohongshu) to address content

homogenization. These insights bridge the research

gap in quantifying regional tourism growth

attribution and offer a theoretical and practical

foundation for integrating cultural tourism with

precision marketing, thereby supporting sustainable

development in Chongqing’s tourism industry.

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