The Tourism Transformation of Traditional Retail: A Study on the Tourism Driving Mechanism in Pangdonglai Supermarket

The proliferation of social media and digital information dissemination has catalyzed the emergence of numerous Instagram-worthy destinations. In this context, Pangdonglai Supermarket has emerged as a remarkable case, achieving viral status through its distinctive corporate values, premium product offerings, authentic service delivery, and stellar reputation. This transformation from a conventional retail establishment to a nationally recognized tourist destination represents a significant phenomenon in the retail-tourism convergence. The supermarket's evolution into a top-rated commercial space and viral tourist attraction, driven by organic social media engagement and spontaneous tourist behavior, warrants systematic examination. This study investigates the underlying mechanisms propelling Pangdonglai's tourism development, employing theoretical analysis and framework construction to elucidate its transformative journey. Our findings reveal a tripartite evolutionary progression: the exploration phase (1988-2013), characterized by foundational development; the involvement phase (2014-2021), marked by gradual tourism integration; and the current development phase (2022-present), distinguished by full-fledged tourism transformation. The study identifies four primary drivers of this transformation: product innovation, market dynamics, media influence, and environmental support. Building upon these insights, the study proposes strategic recommendations to facilitate Pangdonglai's continued tourism transformation and ensure its sustainable development as a hybrid retail-tourism destination. These findings contribute to both theoretical implications and practical applications in the evolving landscape of retail-based tourism development.