Tourism brand building is a key initiative for promoting high-quality development of thetourism sector and accelerating the construction of a leading tourism nation. Based on the practicalcontext of deepening the integration of culture and tourism and enhancing urban soft power, this studyelaborates on the connotation and characteristics of the "Shanghai Tourism" brand and constructs ahigh-quality development evaluation system comprising 5 dimensions and 48 indicators. Using multi-source data, the development level of the " Shanghai Tourism" brand from 2022 to 2024 iscomprehensively measured. The findings indicate that the brand's development level has progressedfrom "relatively good" to "good", with variations observed across dimensions. The indicators arecategorized into three types-advantage factors, volatile factors and constraint factors-based on whichpathways for achieving high-quality development are proposed.

With the development of internet social media, the phenomenon of internet celebritiesemerging in rural spaces has provided new opportunities for the development of rural tourism. Theresulting internet celebrity check-in points have become a significant factor influencing the vitality ofrural areas. Taking Hanwang Village in Xuzhou city, Jiangsu province as an example，this studyanalyzes the spatial distribution characteristics of interet celebrity check-in points and the features ofinternet celebrity nodes. The findings reveal that the spatial pattern of interet-famous check-in spots isdynamically changing. The types and numbers of internet-famous nodes are undergoing significantchanges. Internet celebrity check-in spots exhibit characteristics such as granular refinement，tagging，filter-based aesthetics，and diversification of cultural experiences. Strategies such as integrating iconicsymbols from internet-famous stores，employing digital marketing, and reconstructing narrativeframeworks for scenic spaces offer potential solutions to the traffic acquisition challenges faced by ruraltourism destinations due to insufficiently developed rural characteristics. These findings providevaluable insights for guiding the positive evolution of internet celebrities，effectively channelling visitorflows from surrounding areas，and fostering the sustainable development of rural tourism destinations.

In the contemporary context of cultural and tourism integration, films and emergingmedia such as short videos have become important carriers inducing tourism behavior. Through itsstrong narrative immersion and concrete depiction of scenes，films can effectively arouse audiences'willingness to visit filming locations or narrative spaces. Based on involvement theory，this study takesthe grassland-themed film "Wolf Totem" as a case，and through three sets of situational experiments，systematically examines the impact paths of three types of film elements-plot，stars and filminglocations-on audiences' travel decisions. The study finds that film elements are key drivers of traveldecisions，with the influence of stars and filming locations being significantly higher than that of plot；the construction of the image of filming locations plays a mediating role between film elements and traveldecisions；and audiences' involvement with the film positively moderates travel decisions. Regardless oflow or high involvement，film elements significantly predict travel decisions.

As people's attention to the quality of leisure tourism experiences continues toincrease, environmental aesthetics has become an important factor influencing tourists' emotions andbehavioral responses. This study employs a structural equation model to examine the impact ofenvironmental aesthetic quality on the influence mechanism of tourists' positive emotions, withparticular attention to the mediating roles of connectedness to nature and restorative environmentalperception. Furthermore，a fuzzy-set qualitative comparative analysis is conducted to explore theconfigurational pathways underlying the formation of positive emotions. The findings reveal that: (1)environmental aesthetic quality positively influences tourists' positive emotions；(2) connectedness tonature and restorative environmental perception function as a sequential mediating chain betweenenvironmental aesthetic quality and positive emotions；(3) there are four patterns of positive emotionsformation from tourists. The core condition of Pattern One is environmental aesthetic quality，charm andextensibility；the core conditions of Patter Two are connectedness to nature，distancing and charm；thecore conditions of Pattern Three is distancing，charm and compatibility and that of Pattern Four isenvironmental aesthetic quality，connectedness to nature and compatibility.

Amid the rapid advancement of digital media technology, travel short videos haveemerged as a novel marketing medium for travel destinations, fundamentally transforming thedissemination palterns of travel information，the emotional arousal pathways of consumers，and thedecision-making logic in tourism. Exploring their impact on consumer travel decisions can address thelack of in-depth analysis in existing research and provide theoretical support for precision marketingpractices at tourist destinations. Based on 445 valid questionnaire responses，this study employs the"short video-emotional contagion-tourism intention" pathway model to investigate the influence oftravel short videos on consumer travel intentions. The findings reveal that tourism short videossignificantly enhance travel intentions，with positive emotional contagion serving as a mediating factorexhibiting an inverted U-shaped relationship with travel intentions. Information quality positivelymoderates the relationship between travel short videos and positive emotional contagion，while thestrength of consumer-shareholder relationships positively moderates the relationship between travel shortvideos and travel intentions. The study of the theoretical perspective of reconstructing tourismconsumers' decision-making provides new theoretical support for understanding emotional consumptiondecisions in the digital media environment.

With the rapid development of Artificial Intelligence Generated Content ( AICC)technology，its application prospects in the tourism industry have gamered considerable attention，yetsignificant uncertainties remain regarding user acceptance mechanisms and efficacy evaluation.Employing a questionnaire survey with 377 valid samples，this study systematically examines theapplication status of AIGC in personalized tourism services and the characteristics of user acceptance.The findings reveal that firstly，the application status exhibits a pattern of "high awareness-shallowusage"；actual usage is largely confined to initial decision-making stages such as itinerary planning，and thus stable and closed-loop usage habits have not yet been formed. Secondly，user acceptancepresents a dual structure of " basic acceptance-core concerns"，reflecting users' deep concernsregarding algorithmic faimness and commercial motives. Thirdly，the influence of traditionaldemographic variables on acceptance is weaker than the expectation，revealing that user decision-making is transitioningfrom a "technology-functionoriented" approach to a "perception-emotion dual-drive" model. The results not only validate the applicability of the Technology Acceptance Model(TAM) in AI scenarios but also promote its evolution towards a new paradigm integrating emotion andvalue judgment，providing a new theoretical perspective for understanding human-machine collaborativeservices.

The negative impact of tourists' irresponsible environmental behaviors on destinationscenic spots has seriously hindered the healthy development of the tourism industry. This paperproposes research hypotheses and theoretical models for tourists' pro-environmental behavioral intentionbased on the SOR theory. Through a questionnaire survey of tourists in Xuanwu Lake Park in NanjingCity of Jiangsu Province，the research hypotheses are verified using the structural equation model. Theresults show that ecological environment stimulation positively affects tourists' pro-environmentalbehavioral intention. Tourists' perceived value plays a mediating role between ecological environmentstimulation and pro-environmental behavioral intention. Environmental education has no significantmoderating effect on the path between ecological environment stimulation and tourists' perceived value，nor on the path between ecological environment stimulation and tourists' pro-environmental behavioralintention. There is a significant negative moderating effect on the path between tourists' perceived valueand their pro-environmental behavioral intention.