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2013 | OriginalPaper | Chapter

Strategic Use of Social Media Affordances for Marketing: A Case Study of Chinese DMOs

Authors : Jing Ge, Ulrike Gretzel, Rodney J. Clarke

Published in: Information and Communication Technologies in Tourism 2014

Publisher: Springer International Publishing

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Abstract

Social media have become important platforms for tourism marketers but it is not clear if and how these organizations use social media to achieve particular strategic marketing goals. Given the enormous growth of both tourism and social media in China, this paper focuses on Weibo and its specific technological affordances. Using a case study methodology, it looks at five Chinese DMOs and analyses their Weibo activities in terms of correspondence to marketing communication elements and relation to specific technological affordances. The findings indicate that despite the opportunities for personal selling, DMOs do not fully capitalize on Weibo to achieve personal selling goals. Further, not all technological functions are used for strategic marketing purposes. Both theoretical and practical implications are discussed.

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previous chapter Investigating Social Media Marketing in the Hospitality Industry: Facebook and European Hotels
next chapter SoCoMo Marketing for Travel and Tourism
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Metadata
Title
Strategic Use of Social Media Affordances for Marketing: A Case Study of Chinese DMOs
Authors
Jing Ge
Ulrike Gretzel
Rodney J. Clarke
Copyright Year
2013
Book
Information and Communication Technologies in Tourism 2014

Print ISBN: 978-3-319-03972-5

Electronic ISBN: 978-3-319-03973-2

Copyright Year: 2013

DOI
https://doi.org/10.1007/978-3-319-03973-2_12

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