کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
7421783 | 1482629 | 2016 | 13 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Social media micro-film marketing by Chinese destinations: The case of Shaoxing
ترجمه فارسی عنوان
بازاریابی میکرو فیلم رسانه های اجتماعی توسط مقصد چینی: مورد شاکسین
دانلود مقاله + سفارش ترجمه
دانلود مقاله ISI انگلیسی
رایگان برای ایرانیان
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
استراتژی و مدیریت استراتژیک
چکیده انگلیسی
Marketing destinations by micro-films via social media is becoming more popular among Chinese destinations. Little has been published about this phenomenon in the tourism literature. Using a netnographic case study from the city of Shaoxing, this research revealed the success factors for micro-film marketing by destinations. The research results showed that during the micro-film diffusion process, destination marketers were continuously and actively engaging with followers and online and offline marketing efforts were well planned and integrated. Attractions without uniqueness were impressive to viewers by being embodied in a romantic theme. Suggestions and implications for destination marketing are given.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Tourism Management - Volume 54, June 2016, Pages 439-451
Journal: Tourism Management - Volume 54, June 2016, Pages 439-451
نویسندگان
Jun Shao, Xiong Li, Alastair M. Morrison, Bihu Wu,