The role of parasocial relationships in communicating cultural heritage and shaping rural tourism intentions: The case of Li Ziqi

Abstract

This study examines how parasocial relationships formed on social media can contribute to the preservation of cultural heritage and the increasing interest in rural tourism. The focus of the research is on the videos of Li Ziqi, which showcase traditional rural lifestyle and crafts and recipes, through an aestheticized and slow narrative. The study applies a mixed-method approach. A qualitative content analysis was conducted of the visual and narrative elements of the videos, along with international viewer comments. A survey among Chinese respondents explored the perceptions, emotional attachment, and behavioral intentions of the Chinese audience. The results suggest that parasocial relationships increase both the intention to visit rural tourism destinations and the willingness to try traditional activities through the mediating role of inspiration. In this way, such content may contribute to the preservation of cultural heritage.