The Emotional Governance's Inner Logic and Mechanism in the Newly Emerging Internet-Famous City

Taking "Special Forces-Style Tourism" in Nanchang as an Example

Abstract

Emotional governance, as a flexible governance approach, is a rational supplement to rigid governance, helping to bridge the gap between officials and the public in rigid governance based on bureaucracy, improving urban governance models, and achieving high-quality development of modern cities. Based on the internal logic of emotional governance and taking "Special Forces" tourism in Nanchang as an example, this study analyzes the evolution and root causes that led Nanchang to become a new internet-famous city, summarizes the urban emotional governance model of Nanchang, and analyzes the process mechanisms of Nanchang's urban emotional governance. The study argues that urban emotional governance centered on emotions is the fundamental reason for the explosive popularity of "Special Forces" tourism in Nanchang. The Spring Festival fireworks event, event marketing, urban cultural atmosphere, service-oriented government construction, and social order guarantee are the five basic dimensions that jointly constitute Nanchang's urban emotional governance. From the perspective of process mechanisms, the Spring Festival fireworks event is the origin of Nanchang's urban emotional governance, event marketing catalyzes the planting effect and internet celebrity effect on the youth group, the "City of Heroes" urban cultural atmosphere is the cultural foundation of its urban emotional governance, the transformation of government functions centered on services is the core of its urban emotional governance, and "unity and joint progress" social order is the social security of its urban emotional governance. It is under the joint action of these five dimensions and the cumulative qualitative change of multiple positive factors that Nanchang has achieved a counter-supervision of surrounding strong cultural and tourism cities, becoming a new internet-famous city and creating the explosive popularity of "Special Forces" tourism in Nanchang.