Social media micro-film marketing by Chinese destinations: The case of Shaoxing

Abstract

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.