Abstract: Rural agritourism struggles to reach a wider audience through major self-media channels due to its small scale and limited resources. It must rely on effective collaboration between local official media and self-media to get its message across. Yet such collaboration is often lacking, resulting in poor communication outcomes. This study looks at Tuguachong Village in Qujing City, Yunnan Province, as a case in point. Based on semi-structured interviews with three groups—official media operators, self-media creators, and tourists—the study identifies three persistent problems: the controlling mindset of official media clashes with the passive attitude of self-media; self-media content tends to be distorted while official media content remains too generic; and there is no lightweight or regular mechanism to connect the two sides. To address these issues, the study proposes a threedimensional framework (subject, content, channel) and a collaborative pathway. The pathway is built on what official media can do in terms of empowerment and quality assurance, what self-media do best in scenariobased traffic generation, and how tourists can be involved in value cocreation to expand communication channels. The result is a practical, easytoapply, and locally grounded solution for rural agritourism to make better use of local media resources and improve communication outcomes, thereby supporting practical innovation in rural revitalization on the communication front.

Key words: rural agritourism integration, collaborative communication mechanism, rural revitalization, Tuguachong Village