Unveiling Cultural Heritage: Exploring the Perceived Online Destination Image of China's Cultural Heritage Destination and Narrative Strategy in Travel Vlogs

From the perspective of cultural heritage tourism, this study aimed to explore the narrative strategy utilized in travel vlogs and the perceived online destination image of Meishan City through travel vlogs. Grounded in an interpretivism paradigm, data was collected from WeChat Channels, and a five-element narrative analysis method was adopted to analyze six travel vlogs. The findings revealed that travel vlogs display the online destination image of Meishan City as an authentic cultural heritage destination. The study further identified a three-stage narrative strategy utilized in travel vlogs that effectively integrates intangible and tangible cultural heritage destination elements, including narrative enrichment, narrative ascendant, and narrative resonance. It further enhances the online destination image and highlights the significance of Chinese cultural heritage. This work provides valuable theoretical and practical implications for cultural heritage destination studies and marketing practice.