Influencing Without Speaking a Word: Exploring Social Media Influencers’ Impact on Rural Tourism Through Visual Storytelling and Narrative Transportation

In the era of digital media, social media influencers play an increasingly vital role in place branding and tourism promotion. While much existing research focuses on influencer-driven narratives that involve direct verbal communication, this study explores how non-verbal, visually driven storytelling influences viewer attitudes and behavioral intentions toward rural tourism. Drawing on Narrative Transportation Theory, the study examines the case of Liziqi, a Chinese influencer known for her silent, aesthetically rich videos portraying rural life. Through a structural equation modeling approach (N = 1027), the findings reveal that emotional involvement, perceived storytelling, and visual appeal significantly enhance narrative transportation, which in turn positively affects viewers’ attitudes and intentions to visit rural destinations. These results challenge the assumption that verbal narration is essential for persuasive media experiences and extend Narrative Transportation Theory into the realm of non-verbal digital storytelling. The study contributes to rural tourism and place branding literature by emphasizing the persuasive power of visual narratives and offers practical implications for destination marketers seeking to attract travelers through calm, immersive, and emotionally resonant influencer content.