Short videos and destination image reconstruction: a multidimensional comparative analysis on three Chinese wanghong tourism cities

Short videos have become essential in constructing destination image, yet strategies tailored to diverse city types and video genres remain insufficiently studied. This research selects three Chinese “wanghong” tourism cities – Harbin, Zibo, and Ganzi – as cases. Integrating the cognitive–affective-conative model, Message Sensation Value, and visual framing theory, it develops a multidimensional framework to analyze differentiated image construction strategies. Findings reveal three city types – resource-driven, culture-embedded, and celebrity-led – each employing distinct strategies. Official videos emphasize macro imagery and positive emotions, whereas user-generated videos focus on experiential authenticity. The study offers theoretical and practical insights for effective destination marketing adapted to city and account type.