Mediated Cultural Tourism: A Study on the Effectiveness of Digital Intelligence Technologies in Cultural Tourism Promotion

Abstract

This study adopts a deep mediatization framework to investigate the differential impact mechanisms of three digital-intelligent modalities—short videos, live streaming, and AR/VR—on cultural tourism promotion effectiveness. Combining questionnaire surveys with in-depth interviews, the study analyzes the characteristics of different digital media in response to current industry challenges. Findings reveal that short videos achieve the highest emotional resonance and consumption-driving efficacy, live streaming offers real-time interactive authenticity, while AR/VR technologies, despite delivering highly embodied emotional experiences, fail to effectively translate into on-site consumption behavior. The study reveals that cultural tourism communication paradigms in the digital era have shifted from “cognitive persuasion” to “emotional empathy,” with emotional energy becoming the core element of such communication. Finally, based on the principle of media appropriateness, corresponding optimization strategies are proposed, providing theoretical references and practical pathways for the research and refinement of digital media technologies.