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Social Media-Based Visual Strategies in Tourism Marketing

机译：旅游营销中基于社交媒体的视觉策略

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摘要

Social media-based visual strategies are quintessential elements of tourism and social media marketing; yet, very little is known about how firms formulate and implement such strategies in a technologically advanced and consumer-driven communication context. Drawing on rhetorical structure theory, and marketing, tourism and social media marketing literature, this research examines and dissects the structure of social media-based visual strategies implemented by tourism marketers. 250 Weibo posts initiated by 5 Chinese provincial destination marketing organizations were collected and analyzed. The results show a diversity of social media-afforded visual modalities, a variety of visual content and marketing goals, and different rhetorical relations between visuals and their accompanying text. This research advances social media marketing and tourism literature by exploring essential structural aspects of social media-based visual rhetoric and offers firms a holistic overview of possible visual strategies.
机译：基于社交媒体的视觉策略是旅游业和社交媒体营销的典型要素；然而，对于企业如何在技术先进和消费者驱动的沟通环境中制定和实施此类策略的了解甚少。借助修辞结构理论，市场营销，旅游业和社交媒体营销文献，本研究研究和剖析了旅游营销人员基于社交媒体的视觉策略的结构。收集并分析了由5个中国省级目的地营销组织发起的250个微博帖子。结果显示，社交媒体支持多种视觉方式，各种视觉内容和营销目标，以及视觉与其随附文字之间的不同修辞关系。这项研究通过探索基于社交媒体的视觉修辞的基本结构方面，推动了社交媒体营销和旅游文学的发展，并为企业提供了可能的视觉策略的整体概述。

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