Reflections on Emotional Labor in Online Spectator Tourism and the Development of New Media Cultural Tourism

The emergence of new media technology has given birth to the innovative form of online spectator tourism. The widespread adoption of its marketing models and the transformation of user behavior have made it a key to innovation in the tourism industry. Among these, emotional labor plays a crucial role in the development of new media cultural tourism in China, significantly enhancing communication effects, increasing brand influence, and promoting the improvement of audience participation and experience. Through case studies from places like Zibo, Harbin, and Gansu, this paper elaborates the application patterns, characteristics, and impacts of new media in cultural tourism brand marketing, and proposes strategies for the development of new media cultural tourism based on emotional labor.