What Drives “Group Roaming”? A Study on the Pathway of “Digital Persuasion” in Media-Constructed Landscapes Behind Chinese Conformist Travel

In the era of digital intelligence, digital media landscapes increasingly influence cultural tourism consumption. Consumerism capitalizes on tourists' superficial aesthetic commonalities, constructing a homogenized media imagination that leads to collective convergence in travel decisions, which obscures aspects of local culture, poses safety risks, and results in fleeting local tourism booms. In this study, semistructured interviews were conducted with 36 tourists, and NVivo12.0 was used for three-level node coding in a qualitative analysis to explore the digital media attributions of conformist travel behavior. The findings indicate that digital media landscapes exert a "digital persuasion" effect by reconstructing self-experience models, directing the individual gaze, and projecting idealized self-images. These mechanisms drive tourists to follow digital traffic trends and engage in imitative behaviors, ultimately shaping the phenomenon of "group roaming", grounded in the psychological effect of herd behavior.