Short answer
Leverage visually rich, short-form video content on platforms like TikTok to strategically construct and communicate specific, positive imaginaries of sustainable tourism.
- Field
- Innovation & Design
- Source
- Humanities and Social Sciences Communications (2025)
- Method
- Multimodal Discourse Analysis
- Sample
- 203 participants
- Evidence
- Moderate effect
Short-form video platforms like TikTok utilize a combination of visual and verbal elements to construct and promote specific 'imaginaries' of sustainable tourism destinations. This innovation & design research insight is drawn from a 2025 study published in Humanities and Social Sciences Communications. Using Multimodal discourse analysis with 203 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Leverage visually rich, short-form video content on platforms like TikTok to strategically construct and communicate specific, positive imaginaries of sustainable tourism.
TikTok's visual language shapes sustainable tourism perceptions
Short-form video platforms like TikTok utilize a combination of visual and verbal elements to construct and promote specific 'imaginaries' of sustainable tourism destinations.
Humanities and Social Sciences Communications · 2025
Key Findings
- 01Anhui's sustainable tourism is represented through six key imaginaries: natural beauty, vibrant cultural activities, contemporary chic, culinary experiences, traditional elegance, and rural idyll.
- 02These imaginaries are constructed using a combination of visual cues and verbal messaging within short videos.
- 03The communication reflects Anhui's commitment to social, environmental, and economic sustainability.
Application
Design takeaway
Leverage visually rich, short-form video content on platforms like TikTok to strategically construct and communicate specific, positive imaginaries of sustainable tourism.
How to apply
When designing promotional materials for sustainable tourism, consider how visual elements (imagery, video style, color palettes) and textual elements (captions, hashtags, spoken words) work together to convey the desired message.
Project actions
- 01When analyzing visual media, consider the 'grammar' of images – composition, color, symbolism.
- 02Think about how text and visuals complement or contradict each other in conveying a message.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilizes a robust analytical framework (multimodal discourse analysis).
- +Focuses on a contemporary and relevant communication medium (TikTok).
Limitations
The effectiveness of these imaginaries might vary across different cultural groups or age demographics not represented in the study's implicit audience.
Reliability & validity
The reliability of the analysis depends on the consistent application of the semiotic framework by the researchers. Validity is supported by the focus on a specific, observable dataset (TikTok videos) and the established theoretical underpinnings of multimodal discourse analysis.
Think critically
To what extent does the 'imaginary' presented on social media accurately reflect the lived experience of sustainable tourism in a destination?
Design Principles
"Multimodal communication on digital platforms is a powerful tool for shaping perceptions of sustainability in tourism."
Understanding how digital platforms frame sustainability is crucial for destination marketing and for designers creating promotional content. It highlights the power of multimodal communication in shaping public perception and influencing travel choices.
What This Means for Your Design
This study shows how travel destinations use short videos on TikTok to make their sustainable tourism look good by combining pictures and words to create appealing ideas about nature, culture, and food.
How to use in your project
- 1.This research can inform the analysis of visual communication strategies in your own design project, particularly if it involves digital media or aims to promote a particular concept or product.
Add to My Project
Quick Cite
Paragraph starter
This research highlights the strategic use of multimodal discourse on platforms like TikTok to construct and promote sustainable tourism imaginaries. By analyzing the interplay of visual and verbal elements, destinations can effectively communicate their commitment to sustainability, influencing public perception and travel decisions.
Source
Humanities and Social Sciences Communications
Beyond the scenic view: a multimodal discourse analysis of sustainable tourism imaginaries on TikTok in Anhui, China
journal · 2025
View sourceQuestions About This Research
- What does the research say about tiktok's visual language shapes sustainable tourism perceptions?
- Leverage visually rich, short-form video content on platforms like TikTok to strategically construct and communicate specific, positive imaginaries of sustainable tourism. Evidence: Humanities and Social Sciences Communications (2025).
- Why does "TikTok's visual language shapes sustainable tourism perceptions" matter for design?
- Understanding how digital platforms frame sustainability is crucial for destination marketing and for designers creating promotional content. It highlights the power of multimodal communication in shaping public perception and influencing travel choices.
- How can designers apply this research?
- Leverage visually rich, short-form video content on platforms like TikTok to strategically construct and communicate specific, positive imaginaries of sustainable tourism.
- What were the main findings?
- Anhui's sustainable tourism is represented through six key imaginaries: natural beauty, vibrant cultural activities, contemporary chic, culinary experiences, traditional elegance, and rural idyll.. These imaginaries are constructed using a combination of visual cues and verbal messaging within short videos.. The communication reflects Anhui's commitment to social, environmental, and economic sustainability.
- What research method was used?
- Multimodal Discourse Analysis with 203 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2025 journal from Humanities and Social Sciences Communications.
- What should I do differently in my next project?
- When designing promotional materials for sustainable tourism, consider how visual elements (imagery, video style, color palettes) and textual elements (captions, hashtags, spoken words) work together to convey the desired message.
- What are the limitations?
- The study focuses on a single platform (TikTok) and a specific region (Anhui, China), limiting generalizability to other platforms or geographical contexts.