Micro-film Marketing of Chinese Tourism Destinations via Social Media: The Case of Shaoxing

Author

Jun Shao ; Xiong Li ; Zhao Li

Author_Institution

Sch. of Landscape Archit., Beijing Forestry Univ., Beijing, China

fYear

2012

fDate

9-11 Sept. 2012

Firstpage

159

Lastpage

165

Abstract

Marketing destinations by micro-films via social media is becoming popular significantly for Chinese tourism destinations. Little is known about this phenomenon from literature review. Using a netnographic case study on micro-film marketing activities by Shaoxing, this article reveals the success factors of micro-film marketing for destinations. Result of the study shows that during the diffusion process of a micro-film the destination marketers made continuous and active engagement with followers, and marketing efforts both online and offline was well planned and integrated with each other. It also shows that attractions without uniqueness could impress audience by being embodied in a romantic theme. Finally suggestions and implications for destinations were given.

Keywords

marketing; microforms; social networking (online); travel industry; Chinese tourism destination; Shaoxing; active engagement; continuous engagement; diffusion process; microfilm marketing activity; netnographic case study; offline marketing; online marketing; romantic theme; social media; Blogs; Cities and towns; Diffusion processes; Educational institutions; Films; Internet; Media; destination marketing; micro-film marketing; social media;

fLanguage

English

Publisher

ieee

Conference_Titel

Commerce and Enterprise Computing (CEC), 2012 IEEE 14th International Conference on

Conference_Location

Hangzhou

Print_ISBN

978-1-4673-6246-7

Type

conf

DOI

10.1109/CEC.2012.36

Filename

6470795