An Analysis of the Impact of Community Tourism Experience on the City Brand Recognition of Chengdu: Taking Mengzhuibay Community as an Example

Yihang Hu; Tianxing Ouyang; Jiayi Shi

doi:10.54254/2754-1169/2025.CAU27183

Advances in Economics, Management and Political SciencesOpen access

An Analysis of the Impact of Community Tourism Experience on the City Brand Recognition of Chengdu: Taking Mengzhuibay Community as an Example

Research Article

Open Access

An Analysis of the Impact of Community Tourism Experience on the City Brand Recognition of Chengdu: Taking Mengzhuibay Community as an Example

Yihang Hu ¹, Tianxing Ouyang ^2* Jiayi Shi ³

¹ Yongkang Foreign Language School

² Xi 'an Jiaotong-Liverpool University

³ Yongkang Foreign Language School

^*Corresponding author: Tianxing.Ouyang21@student.xjtlu.edu.cn

Published on 24 September 2025

AEMPS Vol.218

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-385-7

ISBN (Online): 978-1-80590-386-4

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Abstract

Despite the high popularity of tourism in Chengdu, there is a core issue of insufficient depth in tourists' experiences. The study taking the Mengzhuibay community as an example reveals that although it has successfully attracted a large number of visitors, its tourism experience faces several major challenges: short stay time, activities mostly limited to taking photos at popular spots, and a superficial experience; the essence of the local "vibrant" culture is distorted by social media tags; and the lack of digital technology leads to a scarcity of immersive experiences. Moreover, excessive commercialization has impacted traditional businesses and weakened residents' sense of belonging, while the absence of a systematic feedback mechanism hinders optimization. These problems not only limit tourists' deep understanding and emotional connection with the local culture but also restrict their deep recognition of Chengdu's diverse brand goals such as "Park City" and "World Sports City". To enhance Chengdu's brand recognition, the study suggests that relevant departments should deepen local cultural narratives, integrate intangible cultural heritage experiences to guide in-depth immersion, strengthen the application of digital technology, develop immersive interactive platforms, promote resident co-creation, and ensure cultural authenticity and community vitality. Ultimately, by enhancing the authenticity and depth of community tourism, the imbalance between "popularity and depth" can be resolved, supporting Chengdu in achieving an upgrade of its city brand centered on cultural identity.

Keywords:

Community tourism, urban brand recognition, Mengzhuibay, cultural identity, digital empowerment

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References

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