The development of brand city image competitiveness via immersive news reporting: A case study of Xi’an City, China

The city of Xi'an in China is rich in historical and cultural heritage. However, in recent times, Xi'an has received a relatively low number of tourist visits compared to other major destinations in China. This study investigates the factors influencing the competitiveness of the brand city image of Xi'an through the lens of tourism, highlighting the mediating role of immersive news reporting, its applied strategies, and its impact on the Xi'an brand city image competitiveness. A sequential mixed-method design was employed, consisting of two stages. Firstly, a quantitative methodology using questionnaires was conducted to investigate the factors influencing tourists' future travel intentions, mediated by immersive news reporting. Secondly, a qualitative methodology through in-depth interviews with industry experts to clarify the immersive news reporting strategies applied and their impact on the Xi'an brand city image competitiveness. The results indicate the influencing factors which are local culture, environmental quality, infrastructure, and effective communication, significantly influence tourists' future travel intentions. Immersive news reporting strategies characterised by storytelling, interactive narratives, and 360- degree experiences emerge as a pivotal mediator in enhancing city attractiveness, visitor engagement, and travel intentions. Findings indicate that such reporting strengthens Xi'an's brand image by directly enhancing brand building and competition, innovation and economic development, destination attractiveness and influence, and public identity and emotional connection, ultimately increasing its global and domestic appeal. Therefore, tailored immersive reporting strategies are recommended for Xi'an's major attractions, including the Terracotta Warriors and Huaqing Palace to strengthen its competitive positioning. This research highlights the critical role of immersive news reporting in city branding efforts, demonstrating its potential to stimulate tourism growth, elevate brand perception, and support broader economic development objectives.