Self-Media Promotes Overtourism in Non-Hot Tourism Cities: The Case of Zibo, China

This study examines the causes and impacts of overtourism in non-traditional destinations, using Zibo—a Chinese industrial city experiencing an unexpected tourism surge—as a case study. Combining qualitative interviews with tourists, residents, and government officials, along with content analysis of user-generated social media data, the research identifies self-media as a primary driver of abrupt tourist influxes. Findings reveal how viral online content reshapes travel behavior and strains local infrastructure, while underscoring the necessity for proactive governance to balance tourism growth with community well-being. The study proposes actionable strategies for destination management, including price regulation, infrastructure optimization, cultural integration, and dynamic monitoring of self-media trends to mitigate overtourism risks. By linking self-media dynamics to sustainable tourism challenges, the research contributes to academic discourse on digital influence in tourism and offers practical insights for policymakers to address similar scenarios. It emphasizes the urgency of adaptive frameworks that harmonize economic opportunities with residents' needs, providing a model for managing emergent tourism hotspots in the digital age.