Going Live, Going Alive: The Transformative Power of Digital Capital in Sustainable Tourism Development

In the digital era, even the most remote communities are increasingly connected to global networks. However, a critical question persists: how can such connectivity translate into tangible economic growth and sustainable development for isolated mountainous villages? Guided by the sustainable livelihood framework, this study investigates how digital capital—specifically the use of social media to showcase a village’s natural and cultural assets—drives tourism development and improves local livelihoods. Focusing on Dazhai Village in China, a rural community that gained substantial online attention and tourism inflow through social media promotion, this research employs qualitative methods, including 17 semi-structured interviews. Data were analysed using thematic analysis and matrix coding techniques via NVivo 12 Plus. Findings reveal that the introduction of digital capital enhances village visibility, stimulates tourist interest, and initiates a development trajectory describe as “going live.” In contrast, “going alive” refers to the process of revitalizing a once abandoned, impoverished mountain village, enabling it to survive and thrive once more. However, the sustainability of this trajectory is fragile as the departure of influential digital promoters can deplete digital capital, undermining diminishing online engagement and risking renewed marginalization. To transform “going live” into “going alive,” remote communities must continuously adapt and reinforce their online presence to secure long-term stakeholders’ engagement and resilient tourism flows. An interesting finding of this study is that the village achieved regenerative tourism, whereby its environmental conditions improved as a result of tourism development. This unexpected outcome was facilitated by sustained visibility, both online and offline, which prompted residents to place greater emphasis on environmental protection. This study enriches the sustainable livelihoods framework by integrating digital capital and regenerative tourism into the understanding of livelihood assets and outcomes in remote settings. Ultimately, it underscores the transformative potential of digital capital in revitalizing “hollowed-out” villages, offering a strategic pathway for remote communities to reclaim their developmental agency and achieve sustainable rural revitalization.