Word-of-Mouth Marketing in the Digital Age: Leveraging Short-Video Platforms for Rural Tourism Marketing

Abstract

This study aims to identify the key destination-related factors associated with tourists’ revisit behavior in peri-urban rural areas within Chinese metropolitan regions in the context of short-video marketing, and to reveal the structural relationships and hierarchical characteristics among these factors. First, the LDA topic model was employed to conduct text mining on authentic tourist-generated comments posted on Douyin, through which the core factors related to revisit behavior were identified and conceptually standardized based on tourists’ expressions. Building on this process, 153 experts in relevant fields were invited to evaluate the direction and strength of the relationships among these factors. An integrated DEMATEL–ISM–MICMAC approach was then applied to analyze their causal attributes, hierarchical structure, and systemic roles. The results indicate that the identified factors do not operate independently but instead form a multilayered structure with clear hierarchical characteristics. Among them, rural visual imagery, escape-oriented experience, rural lifestyle experience, and rural industry integration occupy deeper structural levels and exert relatively strong structural influences on factors located at intermediate and surface levels. The findings further suggest that the sustained attractiveness of rural tourism destinations in metropolitan regions cannot rely solely on short-video exposure or isolated “internet-famous” attractions; rather, it requires coordinated alignment among digital communication content, rural industries, lifestyle experiences, and tourism supply. By integrating tourist-generated content, natural language processing, and expert-based structural assessment, this study extends research on short-video tourism marketing from a systems perspective and provides practical insights for peri-urban rural destinations in Chinese metropolitan regions seeking to optimize the structural configuration of tourism resources, products and services, and marketing communication.