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首页> 外文会议>2012 IEEE 14th International Conference on Commerce and Enterprise Computing. >Micro-film Marketing of Chinese Tourism Destinations via Social Media: The Case of Shaoxing
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Micro-film Marketing of Chinese Tourism Destinations via Social Media: The Case of Shaoxing

机译：通过社交媒体对中国旅游目的地的微电影营销：以绍兴为例

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摘要

Marketing destinations by micro-films via social media is becoming popular significantly for Chinese tourism destinations. Little is known about this phenomenon from literature review. Using a netnographic case study on micro-film marketing activities by Shaoxing, this article reveals the success factors of micro-film marketing for destinations. Result of the study shows that during the diffusion process of a micro-film the destination marketers made continuous and active engagement with followers, and marketing efforts both online and offline was well planned and integrated with each other. It also shows that attractions without uniqueness could impress audience by being embodied in a romantic theme. Finally suggestions and implications for destinations were given.
机译：通过微电影通过社交媒体营销目的地在中国旅游目的地中正变得越来越流行。文献综述对此现象知之甚少。本文以绍兴一家关于微电影营销活动的网络志案例研究为例，揭示了目的地微电影营销的成功因素。研究结果表明，在微电影的传播过程中，目的地营销人员与追随者进行了持续积极的互动，线上和线下的营销工作都经过精心计划并相互整合。它还表明，没有独特性的景点可以通过浪漫主题的体现给观众留下深刻的印象。最后给出了对目的地的建议和启示。

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