This paper proposes a Monte Carlo simulation framework for measuring Leshan tourism brand communication in the new media environment. Firstly, a heterogeneous dataset containing 126,400 records of short video interactions, social posts, topic propagation trajectories, click behaviors and destination search logs is vectorized. Then, a graph-based state transition model is constructed to describe the user’s cross-platform exposure, interaction, forwarding and conversion process. On this basis, 50,000 random simulations are carried out to estimate the transmission reach rate, participation probability, path depth and transition interval under different media scenarios, and relatively stable statistical results are formed. Experimental results show that the communication reach rate of the framework is 91.8%, the participation probability error is 0.036, and the interval coverage rate is 94.2%. The model also identifies the communication differences and high active periods of landscape, food, culture and activity content in different user groups, which provides a computable basis for destination brand communication evaluation, resource allocation and cultural tourism communication deployment.
