Collaborative Value Creation in City Image Communication from a New Media Perspective: A Case Study of "Zibo Barbecue"

Abstract

This paper takes value co-creation as the theoretical perspective and "Zibo Barbecue" as the case study to explore the process and strategies of value co-creation in city image communication in the new media environment. The study first reviews relevant literature, then analyzes the stakeholders and their roles in city image communication based on the viral "Zibo Barbecue" case, and discusses the collaborative pathways of various stakeholders at different stages of city image communication. It further analyzes how various stakeholders achieve win-win value creation. Finally, from the perspective of value co-creation, the paper proposes strategic suggestions for value co-creation in city image communication. This research will help enrich the results of studies in the field of city image communication and provide practical guidance for city image communication in various regions.