A study on the evolution trend of the image of internet celebrity villages from the perspective of rural operation—Taking Lizu village in Yiwu city, Zhejiang Province as an example
Zisong Huang
College of Geography and Environmental Sciences, Zhejiang Normal University
DOI: https://doi.org/10.59429/pest.v7i4.12452
Keywords: rural operation; dynamic theme model (DTM ); image perception
Abstract
This paper takes Lizu Village in Yiwu City, Zhejiang Province as an example, and uses Dynamic Theme Model (DTM) to explore the thematic structure and evolution trend of its rural image from 2018 to 2025 based on online text data from platforms such as Xiaohongshu, WeChat official accounts, and Ctrip. The study shows that the image of Lizu Village can be summarized into four themes: rural development , leisure experience , cultural cultivation , and brand building, exhibiting an overall evolution from infrastructure to brand building . The introduction of a rural operation team in 2020 became a key node in the image transformation, significantly increasing the intensity of brand and leisure themes, while the focus on cultural themes was relatively weak, reflecting the squeezing of traditional cultural space by modern consumer culture during the operation process . This study provides empirical evidence for understanding the dynamic mechanism of image construction in rural operation and also provides strategic references for rural branding and sustainable development.
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