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Full text release has been delayed at the author's request until May 08, 2026

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Traveling Historical Cities in the Age of Social Media –Branding and Tourism Planning in Xi’an and Santa Fe

Wang, Yingchong
http://rave.ohiolink.edu/etdc/view?acc_num=osu1672365740974993

Abstract Details

2023, Doctor of Philosophy, Ohio State University, Arts Administration, Education and Policy.
The research examines a comparative case study of two historical cities, Xi’an and Santa Fe, with an emphasis on the exploitation and revitalization of cultural heritage in urban areas. An in-depth investigation of the relationship between social media city branding and the prominence of cultural heritage in the tourism planning agenda has been conducted in both Chinese and American urban contexts. Through the analysis of relatively understudied cities, the purpose of this study is to develop a deeper understanding of cultural heritage consumption, as well as the contribution of digital communication to tourism. The findings and implications of this research also intend to explore creative tourism strategies to combat homogenized tourism offerings and recent market declines as a result of the Covid-19 pandemic. This research examines the incorporation of cultural heritage into the tourism agenda through the application of theoretical approaches from multiple disciplines. An analysis of city branding theory through a focus on social media application and brand co-creation, and a discussion of creative tourism through the lens of heritage-based tourism, form the basis of the study. Issue framing and stakeholder theory are used to identify the key stakeholders and their contributions to the salience of issues for agenda-setting through the lens of social media city branding. Stakeholder relationships are analyzed and grouped using Kavaratzis’ city branding communication circles (2005). Lastly, Kingdon’s Multiple Streams Framework is applied to compare Xi’an and Santa Fe based on the analysis of the window of opportunities and policy entrepreneurs, which contributes to a better understanding of the role social media branding plays in integrating cultural heritage into creative tourism. Through a relational comparison, this research indicates similarities and differences between the two cities at different levels. Both cities regard cultural heritage as a distinctive mark in their branding materials to leverage their influence both locally and domestically. However, heritage is more often portrayed as a record of Chinese civilization in Xi’an’s image than as a connection between diverse social and cultural groups in Santa Fe. Analysis also indicates that government-led tourism planning still exists in Xi’an. However, social media platforms and their influencers have become crucial to providing and marketing tourism products. Comparatively, tourism development in Santa Fe is prioritized differently by various government divisions as well as by local cultural organizations. Social media campaigns and strategies are employed to promote Santa Fe as an engaging destination for experience seekers. The research reveals that cultural heritage inclusion in creative tourism planning relates to social media branding practices in both Xi’an and Santa Fe. The popularity of Xi’an on TikTok and the policies that promote the integration of digital culture industries into tourism facilitate the inclusion of cultural heritage through social media branding. Through the window of opportunity in Xi’an, cultural heritage inclusion is enhanced through an interactive and captivating presentation in creative tourism planning which targets a deeper level of industrial integration. Alternatively, Santa Fe’s social media branding does not explicitly emphasize the importance of cultural heritage in creative tourism. However, the branding capabilities of cultural heritage make it a strong candidate for creative tourism. In the meantime, social media plays an increasingly crucial role in the promotion of cultural heritage through creative tourism that is based on community, connection, and innovation. Today’s travel experiences combine both online and offline interactions. A proper match between online narratives and offline settings is crucial to the satisfaction of overall experiences, and this match is often maintained and improved through the management of diverse stakeholders. The comparison analysis indicates that social media can be utilized to facilitate the identification and management of stakeholders during the planning process. In addition, this research also suggests that the theoretical framework developed in this study may be applicable for future urban research, particularly on policy dynamics and comparative urban studies.
Joni Acuff, Dr. (Committee Chair)
Richard Fletcher, Dr. (Committee Member)
Max Woodworth, Dr. (Committee Member)
Tiffany Bourgeois, Dr. (Committee Co-Chair)
269 p.
Arts Management; Public Policy
Tourism Planning, Creative Tourism, Cultural Heritage, City Branding, Social Media, Agenda-setting, Multiple Streams Framework, Stakeholder Management, Framing, Historical Cities, Urban Studies, Santa Fe, Xi'an

Recommended Citations

Citations

  • Wang, Y. (2023). Traveling Historical Cities in the Age of Social Media –Branding and Tourism Planning in Xi’an and Santa Fe [Doctoral dissertation, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1672365740974993

    APA Style (7th edition)

  • Wang, Yingchong. Traveling Historical Cities in the Age of Social Media –Branding and Tourism Planning in Xi’an and Santa Fe. 2023. Ohio State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1672365740974993.

    MLA Style (8th edition)

  • Wang, Yingchong. "Traveling Historical Cities in the Age of Social Media –Branding and Tourism Planning in Xi’an and Santa Fe." Doctoral dissertation, Ohio State University, 2023. http://rave.ohiolink.edu/etdc/view?acc_num=osu1672365740974993

    Chicago Manual of Style (17th edition)

osu1672365740974993
© 2023, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.