Social Media Use and Regional Image Perception: An Empirical Study Based on the Gansu Image Perception Questionnaire Survey

Abstract

This study, using Gansu Province in China as a case, explores the impact of social media use on regional image perception. It finds that social media enhances users' perceptions of economic, political, cultural, and environmental images, indirectly increasing their satisfaction with the Gansu region. The research shows that social media plays a positive role in constructing regional images, particularly through user-generated content on short video platforms, which is more attractive and shareable. Among these, environmental and cultural images have the most significant impact on regional image compared to economic and political images. Therefore, it is recommended that regional governance bodies shift their promotional strategies to stimulate internet users' creative enthusiasm to improve the effectiveness of regional image dissemination.