Algorithm-Driven Dispersion: Micro-Influencer Marketing and the Rise of 'Anti-Tourism' Destinations

Abstract

Driven by the growing overcrowding at traditional travel destinations, "reverse tourism" and seeking "destination dupes" have become significant trends among younger tourist cohorts. However, the exact role that social media algorithms play in shifting these tourist waves remains under-researched. This study adopts a netnographic approach and thematic analysis to examine 100 high-engagement user posts on Xiaohongshu, focusing on the recent viral rise of Jingdezhen, China.

The empirical findings reveal a distinct gendered and visual asymmetry in digital marketing. While the platform effectively redistributes tourist flows internally by leveraging viral visual symbols (such as the "Speechless Buddha") and hands-on ceramic experiences, borrowing world-class travel labels like "Kyoto" or "Maldives" triggers a severe authenticity crisis and a psychological expectation gap, which directly leads to negative online reviews. Furthermore, algorithmic recommendations do not eliminate over-tourism; instead, they simply relocate regional congestion into a smaller industrial city, creating a challenging phenomenon of "micro-overtourism" that disrupts local infrastructure and livelihoods. This study concludes that digital platforms function as temporary pressure-relief valves rather than permanent solutions for sustainable capacity management. For long-term viability, emerging destinations must pivot from chasing temporary algorithmic virality to investing in local infrastructure and cultivating their intrinsic cultural heritage.