Exploring the integration development path of rural tourism and rural revitalization under the perspective of self-media development and communication

Abstract With the rapid development of Internet information technology, artificial intelligence, and other emerging industries, the boundaries between industries have become increasingly blurred, showing a new trend of cross-fertilization development. Achieving industrial integration development has become an important symbol for each region to build a modern industrial system and achieve high-quality economic development. This paper constructs a fusion development path with the help of rural tourism and rural revitalization fusion bases, such as policy factors and the divided self-media model. Combined with the entropy value method to calculate the weight of each index in the integration development path evaluation system, the integration development path is evaluated. The analysis of the model’s obstacle degree and coordination degree shows that the path’s integration development behavior is an important influencing factor from 2017 to 2021, and the annual average value of the obstacle degree is as high as 55.73%.Furthermore, the average obstacle degree of revitalization industry chain extension in five years is 52.37%. The coordination degree of the integration development path has increased from mild disorder to primary coordination, with coordination degrees of 0.334, 0.435, and 0.612, respectively, with an average annual increase of nearly 15%. This fully indicates that the integrated development path of rural tourism and revitalization begins to gradually step into a mature stage under the influence of the communication vision of self-media development.