The Path of County-Level Converged Media Empowering Rural Cultural Tourism Development: A Case Study of Kuancheng Converged Media’s “Xunwei Kuancheng”

Under the background of comprehensive rural revitalization, county-level converged media has become an important force in boosting the development of county-level rural cultural tourism. Taking the food short video column “Xunwei Kuancheng” produced by Kuancheng Converged Media as a case, this paper uses the methods of data statistics and comment text discourse analysis to examine the practical effects of its three-dimensional “Food +” communication model. The study finds that “Xunwei Kuancheng” has achieved the activation of local agricultural and tourism resources, the concrete communication of Manchu culture and the accumulation of county-level cultural tourism reputation; at the same time, “Xunwei Kuancheng” also faces problems such as heat decline caused by content homogeneity, insufficient traffic conversion caused by emphasizing publicity over industry, lack of deep interaction caused by one-way communication, and poor risk resistance caused by weak cross-departmental coordination, the root cause of which lies in its persistent adherence to the logic of media publicity. Accordingly, this paper proposes optimization paths such as enriching youthful narratives, promoting the transformation from content IP to offline experience IP, building a two-way communication system, and constructing a multi-party linkage mechanism of converged media, cultural tourism and townships.