Analysis of Regional Tourism Promotion Methods Using Overseas Social Media

This study explores the effectiveness of utilizing overseas social media and international students to promote inbound tourism in Yamaguchi Prefecture, Japan. Despite the national recovery in tourism, Yamaguchi faces challenges in attracting Chinese visitors due to low global awareness and the limitations of traditional information dissemination. This research specifically focuses on the potential of Douyin (the Chinese version of TikTok)to reach younger demographics effectively.
Methodologically, the study employs content analysis, interviews, and participant observation through a governmentsponsored "monitor tour." The research highlights the unique role of international students as "cultural translators." Unlike short-term tourists, students offer authentic, resident-based perspectives that bridge cultural gaps and build trust with foreign audiences. Furthermore, the author conducted an experimental promotion by posting AI-generated "anime-style" images of Yamaguchi’s landscapes on Douyin. The analysis reveals that these visually reimagined contents significantly enhanced engagement, eliciting emotional responses and a renewed interest in visiting the region.
The findings suggest that local governments should shift from one-way information dissemination to a co-creation model. By combining the logistical resources of the administration with the creative, multicultural viewpoints of international students, regional cities can generate high-value content. This approach not only improves information reach but also redefines the region's appeal, offering a sustainable strategy for revitalizing local inbound tourism.