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Previous studies have explored the impact of social media as a marketing tool on tourists’ decision-making and experience, but few studies have explored the impact of social media on rural residents’ tourism participation. Taking Tunda in Tibet as an example, this study qualitatively explores how social media embedding affects rural residents’ tourism participation. Results show that social media reshapes villagers’ social identity, social structure, and social relationship of the tourism community. Specifically, (1) the virtual space constructed by social media is connected with the lived space of villagers, additionally, the social and power relations in lived space are reshaped by the embedding of virtual space. (2) The production of virtual space with social media as the medium expands the resistance channels of representations of space in the process of space production in reality for villagers. Internal place branding can play a greater role in the place branding due to the embedding of social media. (3) When social media influences villagers’ participation in tourism development, it influences changes in the community, including changing the villagers’ lifestyle, strengthening informal power, and reshaping the social relationship of residents. The findings can help rural tourism destination managers adapt to changes in rural society brought about by social media.

How social media influences resident participation in rural tourism development: a case study of Tunda in Tibet