Abstract: Previous studies on multimodal media texts pertaining to tourism have predominantly focused on travel brochures, postcards, promotional films, centering on aspects such as destination image construction, tourist attractions, tourist behavior and experience. Documentaries have presented a novel narrative from supply perspective for destination research. Through content analysis and narrative scrutiny of “The Incredible Journey of Creation”, a documentary chronicling the construction of Universal Beijing Resort, this paper investigated the narrative structure and supply-oriented perspective the documentary employed, with concentrated narrating themes on behind-the-scenes product planning, construction, and operation preparation.Results revealed Universal Beijing Resort’s emphasis on the brand image of specialization of theme parks as well as its dedication to building immersive tourist experience. Additionally, it presented Universal Studios’ value orientation during the product development process, particularly on emotional designs and technology affordance. This paper provides a reference framework for analyzing and interpreting documentaries as messages from suppliers.

Key words: theme park, documentary, narrative analysis, destination marketing