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Social media micro-film marketing by Chinese destinations: The case of Shaoxing

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  • Shao, Jun
  • Li, Xiong
  • Morrison, Alastair M.
  • Wu, Bihu

Abstract

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 netnographic 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.

Suggested Citation

  • Shao, Jun & Li, Xiong & Morrison, Alastair M. & Wu, Bihu, 2016. "Social media micro-film marketing by Chinese destinations: The case of Shaoxing," Tourism Management, Elsevier, vol. 54(C), pages 439-451.
    • Handle: RePEc:eee:touman:v:54:y:2016:i:c:p:439-451
    DOI: 10.1016/j.tourman.2015.12.013
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    References listed on IDEAS

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    Cited by:

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    3. Heejin Jung & Gyehee Lee & Kyungsuk Hur & Taegoo Terry Kim, 2018. "Online travel information value and its influence on the continuance usage intention of social media," Service Business, Springer;Pan-Pacific Business Association, vol. 12(1), pages 85-120, March.
    4. Nuria Huete-Alcocer & Miguel Ángel Valero-Tévar, 2021. "Impact of Information Sources on Promoting Tourism in a Rural Region: The Case of the Roman Villa of Noheda," Sustainability, MDPI, vol. 13(14), pages 1-23, July.
    5. Zajadacz Alina & Minkwitz Aleksandra, 2020. "Using Social Media Data to Plan for Tourism," Quaestiones Geographicae, Sciendo, vol. 39(3), pages 125-138, September.
    6. Sara Nunes & Samiha Chemli & Alejandro del Moral Agúndez & Kang Jin Seo & Julia Fragoso da Fonseca, 2022. "Descriptive Analysis of the Recent Advances of Film-Induced Tourism: Identification of Strengths, Gaps and Opportunities," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 15(2), pages 233-247.
    7. Luo, Qiuju & Zhai, Xueting, 2017. "“I will never go to Hong Kong again!” How the secondary crisis communication of “Occupy Central” on Weibo shifted to a tourism boycott," Tourism Management, Elsevier, vol. 62(C), pages 159-172.
    8. Yi Wang & Wei Han, 2022. "The Influence of Destination Promotion Videos on Residents’ Sense of Empowerment and Support for Tourism," SAGE Open, , vol. 12(3), pages 21582440221, July.
    9. Sainaghi, Ruggero & Phillips, Paul & Zavarrone, Emma, 2017. "Performance measurement in tourism firms: A content analytical meta-approach," Tourism Management, Elsevier, vol. 59(C), pages 36-56.
    10. Kirilenko, Andrei P. & Stepchenkova, Svetlana O., 2017. "Sochi 2014 Olympics on Twitter: Perspectives of hosts and guests," Tourism Management, Elsevier, vol. 63(C), pages 54-65.

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