The Impact of “China Travel” Video Dissemination on Social Media

Platforms on Shaping China’s National Image: A Case Study of

YouTube and TikTok

Zhirong Wang

School of Literature, Luoyang Normal University, Lanzhou, 730030, China

Keywords: Intercultural Communication, China Travel Videos, Social Media Platform Comparison, Nation Image

Crafting, Cognitive-Behavioral Transmission.

Abstract: In recent years, "China Travel" videos have maintained high popularity on major social media platforms,

leading to significant transformations in China's national image within the social media context. Grounded in

cross-cultural communication theory, the pseudo-environment theory, and Stuart Hall's encoding/decoding

theory, this study systematically analyzes the dual effects of these videos on China's national image

construction from perspectives of content production mechanisms and audience decoding patterns. Findings

reveal that "China Travel" videos showcase a multidimensional and authentic China through diverse content,

effectively reshaping and enhancing the national image. However, some videos exhibit excessive

beautification, potentially constructing a digital filter detached from reality. This may lead international

audiences to develop cognitive biases, resulting in deviations from understanding China's true image—a

phenomenon warranting urgent attention.

1 INTRODUCTION

Since 2024, "China Travel" has become a trending

topic on China and international social media

platforms. This surge primarily stems from China's

recent visa policy optimizations, including expanded

visa-free access and streamlined entry procedures,

which have lowered barriers for foreign tourists. Data

from Ministry of Culture and Tourism of the People's

Republic of China shows a 208% year-on-year

increase in inbound tourists during the first half of

2023, correlating with YouTube's ChinaTravel videos

amassing over 12 billion views. "China Travel"

videos have rapidly proliferated across social media

platforms

2 RESEARCH SIGNIFICANCE

2.1 Breaking Limitations of Traditional

National Image Research

Traditional studies focus on macro-narratives from

official media (e.g., CGTN) or major events (e.g.,

Olympics/World Expos). This research highlights the

constructive power of "micro-level daily narratives,"

offering a "bottom-up" perspective to complement

traditional methodologies.

2.2 Informing National Image Strategy

Development

The study reveals the double-edged effects of non-

official communication. For instance, a 2023 video on

Yiwu's night markets prompted a 37% positive shift

in Latin American perceptions of China's supply

chains, while a rural funeral video inadvertently

reinforced Western stereotypes of China's

"primitiveness."

3 RESEARCH OBJECTIVES

This study investigates the role of "China Travel"

videos in shaping China's national image through

three questions: what is the current dissemination

status of "China Travel" videos on YouTube and

TikTok?How do these videos influence users'

perceptions of China's national image? How can

Wang, Z.

The Impact of “China Travel” Video Dissemination on Social Media Platforms on Shaping China’s National Image: A Case Study of YouTube and TikTok.

DOI: 10.5220/0013993500004916

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 469-474

ISBN: 978-989-758-778-8

469

dissemination strategies be optimized to enhance

national image shaping?

4 LITERATURE REVIEW

4.1 Chinese and International Research

4.1.1 Dissemination Mechanisms &

Platform Algorithms

Most research focuses on viral spread mechanisms,

analyzing recommendation algorithms (e.g., TikTok's

"For You" system), user interactions

(likes/comments/shares), and content tags (e.g.,

ChinaTravel). These emphasize emotional resonance

(e.g., "healing," "novelty") and visual spectacles (e.g.,

Zhangjiajie glass walkways, Xi'an Tang Dynasty

shows) as key drivers (Wang, 2025).

4.1.2 Tourism Economy & Destination

Marketing

Studies explore how viral videos boost local tourism,

such as marketing strategies for "internet-famous

cities" like Chongqing and Changsha (Wang &

Chang, 2024).

4.1.3 User Behavior & Cognitive Impact

Surveys and big data analyses examine viewers'

"cognitive biases" (e.g., discrepancies between

"filtered China" and reality) and their effects on travel

decisions, though such research remains limited.

4.2 Differences in Research Focus

Between Chinese and International

4.2.1 Chinese Studies

We should prioritize three key areas: policy

alignment (cultural-tourism integration and rural

revitalization), technological applications

(5G/VR/AR innovations), and public opinion

management (countering backlash from negative

events).

4.2.2 International Studies

This framework necessitates dual emphases: cross-

cultural hermeneutics addressing East-West

interpretative divergences in media reception, and

geopolitical instrumentation analysis positioning

travel vlogs as soft power apparatuses strategically

aligned with the Belt and Road Initiative's cultural

diplomacy objectives.

4.3 Research Gaps

Existing literature predominantly focuses on three

areas: dissemination mechanisms (communication

studies), tourism marketing (tourism management),

and cognitive impacts (psychology). Critical gaps

include: insufficient longitudinal studies on "cultural

symbols and national image construction,"

particularly long-term social impact assessments.

Underdeveloped theoretical discussions on "negative

impacts and controversial issues." Overreliance on

macro-level paradigms, necessitating micro-narrative

approaches to deconstruct complex mechanisms of

cultural symbol encoding and national image

translation.

5 RESEARCH METHODOLOGY

This study adopts a mixed-methods approach,

primarily utilizing content analysis and case study

analysis combined with the encoding-decoding

theory for dialectical examination of video content

and audience feedback.(Hall, 1973, p. 128)

Questionnaire survey serves as a supplementary

method. The specific design is as follows.

5.1 Research Design

5.1.1 Overview of Research Methods

First, quantitative statistics will be collected through

content analysis of dissemination metrics (view

counts, engagement rates, thematic distribution, etc.)

for relevant videos on YouTube and TikTok

platforms. Second, case study analysis will be

conducted on selected representative creators (e.g.,

Marc Travels, Two Mad Explorers) to deeply analyze

their narrative strategies and symbolic meanings.

Finally, questionnaire surveys will quantitatively

assess changes in social media users' perceptions of

China's national image after viewing such content,

thereby establishing a three-dimensional research

framework encompassing "data statistics-content

decoding-effect verification."

5.1.2 Research Objectives

This study aims to investigate the communication

characteristics of "China Travel" videos and their

impact on users' cognitive shifts, revealing their dual

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effects on national image construction. Three core

hypotheses are proposed: (1) Significant differences

exist in audience cognition between "spectacle-

oriented narratives" and "daily-life narratives" in

video content; (2) Platform algorithm

recommendation mechanisms intensify users'

"mediated perceptions" of China; (3) Content from

grassroots creators generates higher authenticity

perception than institutional accounts.

5.2 Research Subjects

The study selects "China Travel" videos published on

YouTube and TikTok from 2022-2024 as samples,

with selection criteria including: view counts ≥

100,000; coverage of four themes (natural

landscapes/urban life/traditional culture/modern

technology). The questionnaire targets social media

users across diverse occupations and age groups.

Video samples total 30 (10 from YouTube, 20 from

TikTok), including both Top 100 popular accounts

and grassroots creators. 412 valid questionnaires were

collected (95% confidence level, ±5% margin of

error), with sample size determined through

Questionnaire Star platform calculations. For video

data collection, Python programming language and

Octoparse crawler were employed for systematic data

scraping, sourcing from two dimensions: user-

generated content (UGC) on public platforms and

meta-data analysis interfaces provided by

YouTube/TikTok. The questionnaire adopts stratified

sampling design through Questionnaire Star platform,

with strict anonymization protocols: IP address

anonymization removes geographical identifiers, and

triple verification ensures respondent anonymity.

5.3 Data Collection Process and Ethical

Considerations

Video data spans 2022-2024 from YouTube and

TikTok. Questionnaire data collection concluded on

February 22, 2025, distributed through social media

groups and email invitations. The questionnaire front

page clearly states research purposes and data usage,

requiring participant consent confirmation. No

sensitive personal information (names, emails) was

collected, with data strictly used for academic

analysis.

5.4 Data Analysis Methods

Data organization and coding follow three

dimensions: thematic categories

(natural/cultural/urban/technological), emotional

valence (positive/neutral/negative), and narrative

frameworks (spectacularized/daily-life).

5.5 Statistical Analysis Methods

Three statistical approaches are employed:

descriptive statistics reveal distribution

characteristics of video views and engagement;

regression analysis examines video characteristics'

influence intensity on user cognition.

5.6 Software Tools

Questionnaire Star handles questionnaire distribution

and preliminary data processing; SPSSAU conducts

questionnaire data analysis; Python and Octoparse

collect platform public data.

6 RESEARCH FINDINGS

6.1 Itemized Analysis and Summary of

Questionnaire Data

Results indicate 60% respondent awareness of the

topic, with 40% remaining unaware, highlighting

needs for cross-demographic dissemination. Social

media (62.91%) serves as the core dissemination

channel, supplemented by international platforms

(17.22%) and word-of-mouth (25.17%). Primary

viewing motivations include "understanding foreign

perspectives" (56.29%) and gathering travel

inspiration (33.77%), highlighting their dual function

as cross-cultural windows and practical resources.

Regarding image construction, 78.14% respondents

hold positive evaluations, confirming the videos'

constructive role in cultural export. Thematically,

natural landscapes (60.26%) and historical culture

(50.33%) dominate, while culinary culture (39.74%)

and folk customs (42.38%) require deeper

exploration. Notably, 82.12% users report enhanced

travel intentions to China, evidencing the

"destination-as-image" communication efficacy,

though the 17.88% neutral responses signal potential

experience-reality discrepancy risks.

Questionnaire analysis reveals three key

conclusions: Structural gender imbalance with

86.75% male respondents and occupational

concentration among students (15.89%) and white-

collar workers (45.03%), indicating needs for broader

female and high-net-worth individual outreach.

Cognitive-behavioral disconnect: The positive

correlation between 58.94% attention level and

82.12% travel intention underscores the videos'

The Impact of “China Travel” Video Dissemination on Social Media Platforms on Shaping China’s National Image: A Case Study of

YouTube and TikTok

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bridging role in stimulating latent demand. Cultural

symbol preferences: The dominance of natural and

historical elements (combined 110.59%) reflects high

traditional symbol recognition, necessitating

vigilance against stereotype reinforcement through

excessive symbolization. These findings reveal

"China Travel" videos' unique value in breaking

cultural barriers and constructing national image,

while exposing structural contradictions like creator

homogeneity and content superficiality, providing

empirical basis for optimization strategies.

6.2 Communication Effects of Foreign

Tourist Videos in China

6.2.1 Video Content Analysis

Content spans natural landscapes (Great Wall,

Zhangjiajie), historical culture (Forbidden City,

Terracotta Warriors), urban life (Beijing, Shanghai),

culinary experiences (hotpot, Peking duck), and

modern achievements (high-speed rail, digital

payments, sharing economy) (Wang & Chang, 2024).

Most videos adopt first-person perspectives with

humorous, contrast-rich styles. Typical openings like

"We arrived in China shocked - everything was a lie!"

effectively dismantle Western media stereotypes.

Cultural elements like language learning and

traditional costume experiences enhance

entertainment value and cultural depth (Zhou, 2024).

6.2.2 Cognitive Shifts in Foreign Tourists

Preconceptions influenced by Western media often

involve underestimations of China's infrastructure,

economic development, and public safety, alongside

cultural stereotypes (Wang et al., 2024). Actual

experiences generate significant cognitive shifts:

visitors express astonishment at urban modernization,

infrastructure quality, environmental cleanliness, and

transportation efficiency. Deep impressions of mobile

payment convenience, social stability, and public

friendliness hold profound implications - tourists'

video testimonials and recommendations (Zheng &

Tang, 2020) not only correct individual

misconceptions but also counteract Western media

narratives, advancing authentic global China image

dissemination.

6.2.3 Cultural Exchange Enhancement

Through travel videos and personal experiences,

foreign tourists present a multidimensional China,

facilitating cross-cultural understanding (Wang,

Azmawani, Aziz, & Azura, 2024). These effectively

dismantle negative Western media stereotypes and

eliminate foreign misconceptions.

6.2.4 Content Creation Entities

Current content production exhibits multi-entity

differentiation and discursive competition: official

media accounts (e.g., CGTN) employ

"developmentalist narratives" (Du & Chen, 2024)

emphasizing modernization achievements and

cultural heritage (Dong, 2024); independent creators

construct depoliticized daily-life narratives through

grassroots urban scenes and subcultural contexts.

Using "cultural shock" contrasts, they dramatize

juxtapositions like high-speed rail modernity versus

traditional hutongs, intensifying exotic cultural

imaginations (Li & Chen, 2024). Notably, algorithm-

driven digital filter effects may create selectively

amplified pseudo-environments, potentially

generating new cognitive biases. This polyphonic

narrative simultaneously reveals China's complexity

and underlying ideological tensions.

6.2.5 Pseudo-Environment Theory

Perspective

Lippmann's (1922) pseudo-environment theory posits

that mass media constructs information environments

through selective processing, profoundly influencing

audience cognition. This study finds platform

algorithms create "digital filters" where overseas

audiences predominantly perceive China through

fragmented videos, forming "mediated China"

cognitive maps. While potentially countering

Western media demonization, these risk new biases

through excessive beautification. For instance,

Chongqing's Hongyadong nightscape videos (Liu &

Fu, 2021) use neon lights and crowd scenes to create

futuristic urban imagery, causing 23% Western

viewers to misjudge China's urbanization level,

demonstrating how attractive content may distort

developmental stage perceptions. Additional data

mining reveals 17% cultural identity decline when

traditional elements exceed 40% in videos.

6.2.6 Professional Creators' Industrialized

Content

Among top 100 accounts, 68% employ MCN agency

templates, with "3S formula" (Scenery-Smile-

Shopping) becoming traffic drivers. Video element

analysis shows: natural landscapes (41.2%), culinary

experiences (28.7%), urban scenery (19.3%), and

humanistic history (10.8%).

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6.2.7 Grassroots Creator Authenticity

While presumed more authentic, grassroots content

reveals paradoxes: personal account videos achieve

8.2% engagement rate versus 5.1% for institutional

accounts, suggesting potential authenticity

compromises through excessive packaging. For

example, @BackpackerMike's "Chongqing Staircase

Exploration" video sparked 124,000 authenticity

debates, indicating public scrutiny over seemingly

authentic content.

6.2.8 Dual Effects in National Image

Construction

Positively, grassroots videos disrupt Western media

hegemony through micro-narratives, exemplified by

Yunnan coffee farmer series countering "sweatshop"

stereotypes and Chongqing rail-transit viral

phenomena building cross-cultural connections. (Liu

& Fu, 2021)Negatively, spectacle-driven traps

damage cultural authenticity: 58% high-view Miao

ethnic dance videos exhibit excessive

"Disneyfication," exacerbating fragmented national

image. Contextual stripping causes cultural

misinterpretations, as evidenced by Henan opera clips

being weaponized as "cultural oppression" evidence,

revealing semiotic translation risks.

6.2.9 Platform Mechanism Influence

Disparities

YouTube and TikTok mechanisms create cognitive

anchoring points and instant China impressions, with

comment sections often becoming ideological

battlegrounds (Liu & Xu, 2018). Platform moderation

policies cause covert suppression, like Xinjiang-

related video throttling. Short-term cognition and

long-term image show divergence: 27.4% immediate

favorability boost contrasts with 9.2% three-month

retention rate.

7 CONCLUISON

"China Travel" videos are reshaping digital-era

national image cognition paradigms. This bottom-up

image construction presents opportunities to counter

Western discourse hegemony while facing cultural

distortion risks from technological alienation. Future

communication practices must balance cultural

authenticity and communication efficacy

dynamically.

The study reveals that national image

construction in the social media era may have evolved

into "algorithm-mediated cultural negotiation

processes." Only through rigorous analysis of the

dynamic alignment mechanisms between creator

narratives and audience decoding patterns can a

qualitative transformation from "China as spectacle"

to "China as dialogic partner" be achieved in

transnational communication contexts.

Optimization recommendations include three key

dimensions:

Narrative Reconstruction: Establishing balanced

aesthetics between authenticity and spectacle, with

reference to the NHK documentary China: Between

Heaven and Earth.

Intercultural Mediation: Cultivating "cultural

intermediary" creators bilingual in Sino-Western

discursive systems.

Algorithmic Governance: Developing ethical

frameworks for digital platforms to curb pathological

proliferation of "misery narratives" and "utopian

narratives".

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