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Journal of Teaching in Travel & Tourism Volume 22, 2022 - Issue 3
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Articles

Constructing a virtual destination: Li Ziqi’s Chinese rural idyll on YouTube

Yang Jiaoa Overseas Chinese College, Wenzhou University, Chashan University Town Wenzhou, Wenzhou, Zhejiang Province, ChinaORCID Iconhttps://orcid.org/0000-0002-9435-2423
ORCID Icon,
Mark Zhenhao Mengb Department of Hospitality and Tourism Management, Indiana University Kokomo, Kokomo, IN, USAORCID Iconhttps://orcid.org/0000-0002-0447-3943
ORCID Icon &
Yunzi Zhangc School of Business, Northern Marianas College, Saipan, Northern Mariana Islands, USACorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0002-0028-132X
ORCID Icon
Pages 279-294 | Received 08 Nov 2021, Accepted 26 Jun 2022, Published online: 05 Jul 2022
 
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ABSTRACT

This paper investigates the key elements of a rural idyll constructed collaboratively by YouTube influencer Li Ziqi and her global audience in order to provide insights on how the imaginaries of a virtual destination help viewers to experience a rural idyll through watching YouTube videos and its implications for rural tourism. We employed grounded theory analysis in analyzing viewer comments to identify several groups of themes that are linked to the theories of Shi Wai Tao Yuan and rural idyll. The paper discusses a rural idyll constructed online and its potential for developing the current system of rural tourism management.

Disclosure statement

No potential conflict of interest was reported by the author(s).

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