Transmedia storytelling for constructing the international image of mixed world heritage sites: a human-AI collaborative approach

Mixed World Heritage Sites (MWHS) have become a prominent focus of tourism research and development. Taking Mount Emei (China) as a case, this study employs a human-AI collaborative grounded theory approach to investigate how MWHS constructs its international destination image (IDI) through transmedia storytelling. Findings reveal that a narrative system is articulated across media forms with distinct functions, establishing a “Cultural Foundation—Real Perception—Developmental Vitality” transmedia storytelling system. This framework underpins the construction of a four-dimensional IDI encompassing cultural, landscape and environment, tourism experience, and evolving global development images. The study culminates in a dynamic, self-reinforcing “Transmedia Storytelling Model for IDI Construction of MWHS.” Theoretically, this study bridges heritage tourism and international communication by theorizing transmedia storytelling as a mechanism for heritage valuation and cross-cultural legitimation. Practically, it offers actionable strategies for leveraging transmedia synergy in heritage communication, image management, and tourism development.