IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-032-23925-9_28.html

The Impact of Influencer Types and Account Attributes on the Promotion of Dunhuang's Tourism Image on Xiaohongshu

In: Information and Communication Technologies in Tourism 2026

Author

Listed:
  • Yue Yin

    (Lanzhou University, School of Information Science and Engineering)

  • Xiaoyan Zhang

    (China Mobile Group Gansu Company Limited)

  • Yi Yang

    (Key Laboratory of Tourism Information Fusion Processing and Data Ownership Protection, Ministry of Culture and Tourism)

  • Caihong Li

    (Key Laboratory of Artificial Intelligence and Computing Power Technology (Gansu Province))

  • Zhiwen Chen

    (Lanzhou University, School of Information Science and Engineering)

  • Xiangquan Gui

    (Data Intelligence Laboratory of Tibetan Plateau Humanistic Environment)

Abstract

This study explores the cognitive image of Dunhuang as a cultural tourism destination through user-generated content (UGC) on the Xiaohongshu platform. It examines how different influencer types and account attributes differentially impact the destination’s image and user engagement behaviors. The research employs a two-stage design: first, deep image feature clustering is used to identify Dunhuang’s tourism destination image on the platform; second, engagement indicators are constructed, and stepwise regression and analysis of variance (ANOVA) are applied to analyze user engagement behaviors. The findings show that micro-influencers, with higher posting frequency, are more effective in driving deep engagement, such as collections and comments, while macro-influencers and verified accounts excel in generating likes and immediate exposure, making them more suitable for promoting niche or lesser-known themes, and nano-influencers, with higher fan loyalty and stronger engagement, are able to build deeper trust with their audience in niche markets. Based on these insights, the study proposes a multi-tiered influencer management strategy for destination management organizations (DMOs) to enhance the online promotional effectiveness of tourism destination cognitive images.

Suggested Citation

  • Yue Yin & Xiaoyan Zhang & Yi Yang & Caihong Li & Zhiwen Chen & Xiangquan Gui, 2026. "The Impact of Influencer Types and Account Attributes on the Promotion of Dunhuang's Tourism Image on Xiaohongshu," Springer Proceedings in Business and Economics, in: Peter O'Connor & Mattia Rainoldi & Julia Neidhardt (ed.), Information and Communication Technologies in Tourism 2026, chapter 28, pages 415-429, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-23925-9_28
    DOI: 10.1007/978-3-032-23925-9_28
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-032-23925-9_28. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.