Core Insights - The article discusses the emergence of Chongqing Rongchang as a new "internet celebrity city" following a viral incident involving a local vendor known as "Lu Goose Brother" [2][4][5] - Rongchang's success is attributed to a new sustainable tourism model termed "Cultural Tourism 3.0," which combines the influence of internet celebrities, entrepreneur IP effects, and government support [3][12] Group 1: Emergence of Rongchang - Rongchang, with a population of 660,000, gained significant attention during the May Day holiday, receiving 2.345 million visitors, a year-on-year increase of 168.2% [8][14] - The city saw a surge in visitors during the Dragon Boat Festival, with over 1.0689 million tourists from May 31 to June 2 [2][8] - The initial viral moment was triggered by a failed "feeding" attempt by Lin Jiang at the Shanghai Auto Show, which unexpectedly turned into a marketing opportunity for the city [4][5] Group 2: The Role of Key Figures - Lin Jiang, initially a local snack vendor, became a focal point of attention after his attempts to promote local cuisine through social media [4][5] - Entrepreneur Zhou Hongyi's involvement transformed the narrative, as he publicly supported Lin Jiang and engaged with the local government, amplifying the city's visibility [10][11] - Zhou's actions demonstrated a strategic approach to personal branding, leveraging his influence to benefit local tourism [10][11] Group 3: Government Response - The Rongchang government proactively engaged with Lin Jiang, awarding him titles and financial incentives to promote local cuisine [12][13] - The government implemented measures to manage the influx of tourists, including free public transport and parking during peak holiday periods [13][14] - A coordinated response from local authorities ensured that the city could handle the increased visitor numbers without compromising service quality [12][14] Group 4: Cultural Tourism 3.0 Model - The article outlines a replicable model for sustainable tourism, emphasizing the collaboration between local celebrities, entrepreneurs, and government entities [3][16] - This model encourages a deeper exploration of local culture beyond just food, integrating heritage and tourism experiences [15][16] - The success of Rongchang serves as a case study for other cities aiming to establish themselves as long-lasting tourist destinations [16]