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.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Baran, S. J., & Davis, D. K. (2005). Mass communication theory: Foundations, ferment, and future. Belmont: Wadsworth Publishing ComPany.
Ma, L. Y. (2010). Study on the current situation and development tendency of sports micro-blog in China. Shanghai Sports University.
Wang, H. L. (2011). The research on the limitations of enterprise microblog marketing. China University of Geoseienees.
Weinberg, T. (2009). The new community rules: Marketing on The Social Web. Sebastopol: O’REILLY&ASSOC INC.
Xu, X. W. (2011). Tourism scenic image promotion based on the micro-blog marketing. Journal of Yueyang Vocational Technical College, 11.
Yang, D. R. (2011). Empirical analysis and strategy recommendation of hotel enterprises on microblog marketing. Enterprise Vitality.
Zhou, Y. W. (2011). Research on hotel microblog marketing based on Web3.0. East China Normal University.
Zhang, L. X. (2012). An exploration of corporate microblog marketing: an case study of taobao.com “Earth hour” campaign. Zhejiang University.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Springer-Verlag Berlin Heidelberg
About this chapter
Cite this chapter
Peng, Q. (2015). Study on Microblog Marketing Feasibility and Countermeasures of Tourism Enterprises in China. In: Zeng, G. (eds) Tourism and Hospitality Development Between China and EU. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-35910-1_10
Download citation
DOI: https://doi.org/10.1007/978-3-642-35910-1_10
Published:
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-35909-5
Online ISBN: 978-3-642-35910-1
eBook Packages: Business and EconomicsBusiness and Management (R0)