Analysis of the Impact of Online Precision Marketing on the Performance of Listed Tourism Enterprises

Lingna Zheng () and Ping Hu ()
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Lingna Zheng: Chengdu Medical College
Ping Hu: Chengdu Medical College

A chapter in Proceedings of the 2025 4th International Conference on Public Service, Economic Management and Sustainable Development (PESD 2025), 2025, pp 637-645 from Springer

Abstract: Abstract Against the backdrop of the deep integration of the digital economy and the tourism industry, online marketing has become a core means for tourism enterprises to enhance their competitiveness. This study employs a sample of 29 listed Chinese tourism companies meeting specific criteria, yielding 203 observational data points from 2018 to 2024. By combining keyword text analysis of annual reports with empirical modeling, we propose relevant theoretical hypotheses and construct a multiple regression model to systematically explore the impact mechanism of online precision marketing on the performance of tourism enterprises. The regression results demonstrate a significantly positive relationship between the level of online precision marketing and improvements in Return on Assets (ROA), a conclusion robust to a series of tests. Heterogeneity analysis reveals notable variations across different types of tourism enterprises, such as scenic spots, diversified tourism groups, and hotel-based companies. This research provides a theoretical foundation for the digital transformation of tourism firms and the formulation of precision online marketing strategies.

Keywords: online precision marketing; tourism enterprise performance; text analysis; digital transformation; empirical research (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-916-2_69

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DOI: 10.2991/978-94-6463-916-2_69

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