Communications in Humanities Research ISSN: 2753-7072
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Research Article

The Homogenization and Breakthrough of Weifang Kite Cultural Tourism from the Perspective of Transmedia Storytelling

Rui WangShandong Agricultural University*

* Corresponding author: [email protected]

Abstract

With the deep integration of culture and tourism industries, Intangible Cultural Heritage (ICH) has turned into a core resource for local cultural communication and industrial growth. As a national-level ICH item, Weifang Kite has realized wide-ranging communication via short videos, festivals, cultural and creative goods, and offline exhibitions, and has gradually built a complete cross-media communication system. Nevertheless, homogenization problems appear in its practical development, covering narrative themes, visual expressions and experience modes. Based on transmedia storytelling theory and practical cases, this paper explores the current situation and dilemmas of Weifang Kite cultural tourism communication. It points out that such homogenization is caused by the joint effect of capital logic, inadequate craft innovation and platform communication mechanisms. Thus, this paper puts forward optimized paths from narrative content, media collaboration, stakeholder participation and industrial development, reconstructs a multi-level cultural narrative space while retaining the core culture, aiming for greater clarity and long-term viability in Weifang Kite cultural tourism.

Keywords: transmedia storytelling; Weifang Kite; homogenization; integration of cultural tourism and communication; activation of Intangible Cultural Heritage
Published: May 6, 2026
DOI: 10.54254/2753-7064/2026.BJ33260
Volume: CHR Vol.108
pp. 176-184
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