The impact of TikTok user-generated content on the urban image of Tianjin, China

In the era of social media and short-video platforms, digital content has become a central driver of urban perception, city branding, and cultural communication. Cities increasingly rely on user-generated content (UGC) to construct distinctive images, attract tourism, and engage residents, reflecting the growing intersection of digital media, urban culture, and audience participation. This study investigates the influence of Douyin (China’s TikTok) UGC on the urban image of Tianjin. Combining qualitative research with theoretical analysis, semi-structured interviews were conducted with both content creators and audience members to explore how UGC shapes perceptions of the city. The findings indicate that Douyin videos enhance Tianjin’s image through authentic storytelling, selective framing of cultural and urban landmarks, and emotional engagement that encourages tourism intention. The study also highlights the reciprocal relationship between creators and audiences, emphasizing the participatory nature of digital urban branding. Based on these insights, it is recommended that city authorities collaborate closely with content creators, diversify narrative strategies, integrate interactive features, and develop guidelines to ensure accurate and engaging portrayals of urban culture. These strategies can optimize digital urban branding, strengthen public perception, and support sustainable cultural and tourism development in a digitally connected era.

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