Discursive construction of Xizang’s ethnic brand identity

A distinctive branding identity is crucial for tourist destinations to gain visibility. Building on this need, this study examines the discursive construction of ethnic destination identity in Xizang’s official Douyin branding through linguistic appraisal strategies. Using a three-stage framework, it first identifies tourism imaginaries, which are key components in identity formation, through corpus-assisted semantic analysis. It then analyses their linguistic realisation using the refined Attitude system of Appraisal Theory and finally interprets their motivational appeals through Travel Career Pattern theory. The findings reveal a multifaceted representation of Xizang, including natural beauty, adventurous spirit, cultural authenticity, spiritual depth, mystical appeal, hospitable traditions, historical heritage, harmony between tradition and modernity, diverse cuisine, and a strong commitment to environmental preservation. These constructed images, strengthened by carefully chosen evaluative language, align with potential tourists’ motivations such as novelty, relaxation, appreciation of nature, self-development, excitement, self-actualisation, and a sense of retreat. The study contributes theoretically by extending the application of Appraisal Theory to tourism discourse and practically by offering insights for destination branding.