Study on Microblog Marketing Feasibility and Countermeasures of Tourism Enterprises in China

Qin Peng ()
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Qin Peng: Chengdu Sport University

A chapter in Tourism and Hospitality Development Between China and EU, 2015, pp 129-136 from Springer

Abstract: Abstract The microblog marketing is a brand new network marketing model; it can achieve a variety of business functions, such as brand information dissemination, interact with consumers, customer service, public relations services, electronic commerce, and so on. In China’s tourism industry’s “12th Five-Year” development planning outline, the National Tourism Administration explicitly encourages tourism destination and tourism companies to carry out tourism publicity and marketing activities through microblog. In this paper, through analysis of the role played by microblog marketing of tourism enterprises, combined with the characteristics of tourism industry, the feasibility of tourism enterprises to carry out the microblog marketing are analyzed, and a tourism microblog marketing strategy is proposed. This strategy has systematicness, scientificalness, rationality and validity, can effectively promote the development of China’s tourism industry.

Keywords: Microblog; Network marketing; Tourism enterprises; Feasibility analysis; Countermeasures (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-35910-1_10

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DOI: 10.1007/978-3-642-35910-1_10

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