In recent years, ‘grassroots sentiment’ has emerged as a powerful driver of cross-provincial cultural and tourism exchanges. This term refers to the spontaneous expressions of affection and resonance by ordinary people on social media toward a region’s culture, scenery, or lifestyle. Such bottom-up emotional engagement often carries more authenticity and influence than official promotions. For instance, a short video of a tourist dancing to the lusheng (a traditional Miao flute) in a Guizhou village went viral, sparking nationwide interest in ethnic minority cultures and driving a surge in visitors. Similarly, Zibo in Shandong Province became a national sensation due to its barbecue craze, attracting young travelers from across China in what was dubbed the ‘rush to Zibo for barbecue’ phenomenon—boosting the local economy and fostering interprovincial cultural dialogue. These examples show that when genuine emotions are stirred by authentic experiences, they can quickly evolve into meaningful cross-regional cultural conversations. If local governments can sensitively identify and guide such grassroots momentum—pairing it with unique local resources and innovative strategies—they can significantly enhance destination appeal and cultivate a more vibrant, human-centered tourism ecosystem. The future of cultural-tourism integration may increasingly rely on authentic voices and emotional connections rather than top-down messaging.
近年来，‘草根情绪’正成为推动跨省文旅交流的重要力量。所谓‘草根情绪’，是指普通民众在社交媒体上自发表达对某地文化、风景或生活方式的喜爱与共鸣。这种自下而上的情感传播，往往比官方宣传更具感染力和真实性。例如，一段游客在贵州苗寨跳芦笙舞的短视频走红网络，引发全国网友对少数民族文化的关注，带动大量游客前往体验；又如山东淄博因烧烤热潮吸引各地年轻人打卡，形成‘进淄赶烤’现象，不仅激活本地经济，也促成与其他省份的文化互动。这些案例表明，当民众的情感被真实场景触动，便能迅速转化为跨区域的文旅对话。地方政府若能敏锐捕捉并引导这种情绪，结合本地特色资源进行创新运营，将有效提升目的地吸引力，构建更具温度与活力的文旅生态。未来，文旅融合的发展路径或将更多依赖于‘人’的真实声音与情感连接，而非单向输出。
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