Social media micro-film marketing by Chinese destinations: The case of Shaoxing | |
Shao, Jun ; Li, Xiong ; Morrison, Alastair M. ; Wu, Bihu | |
刊名 | TOURISM MANAGEMENT
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2016 | |
关键词 | China Micro-film marketing Social media Destination marketing organization (DMO) Destination marketing WORD-OF-MOUTH INDUCED TOURISM DIFFUSION NETWORKS PERSPECTIVE ISSUES |
DOI | 10.1016/j.tourman.2015.12.013 |
英文摘要 | Marketing destinations by micro-films via social media is becoming more popular among Chinese destinations. Little has been published about this phenomenon in the tourism literature. Using a net-nographic case study from the city of Shaoxing, this research revealed the success factors for micro-film marketing by destinations. The research results showed that during the micro-film diffusion process, destination marketers were continuously and actively engaging with followers and online and offline marketing efforts were well planned and integrated. Attractions without uniqueness were impressive to viewers by being embodied in a romantic theme. Suggestions and implications for destination marketing are given. (C) 2015 Elsevier Ltd. All rights reserved.; SSCI; ARTICLE; ninashaojun@gmail.com; bearlixiong@sina.com; alastair@purdue.edu; wubihu.bes@gmail.com; 439-451; 54 |
语种 | 英语 |
内容类型 | 期刊论文 |
源URL | [http://ir.pku.edu.cn/handle/20.500.11897/446129] ![]() |
专题 | 城市与环境学院 |
推荐引用方式 GB/T 7714 | Shao, Jun,Li, Xiong,Morrison, Alastair M.,et al. Social media micro-film marketing by Chinese destinations: The case of Shaoxing[J]. TOURISM MANAGEMENT,2016. |
APA | Shao, Jun,Li, Xiong,Morrison, Alastair M.,&Wu, Bihu.(2016).Social media micro-film marketing by Chinese destinations: The case of Shaoxing.TOURISM MANAGEMENT. |
MLA | Shao, Jun,et al."Social media micro-film marketing by Chinese destinations: The case of Shaoxing".TOURISM MANAGEMENT (2016). |
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