Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/22930
Title: The Exploration of Social Media Marketing Strategies of Destination Marketing Organizations in China
Authors: Yang, X
Wang, D 
Keywords: China
destination marketing organizations
Social media marketing
Weibo
Issue Date: 2015
Publisher: Routledge, Taylor & Francis Group
Source: Journal of China tourism research (中國旅游硏究), 2015, v. 11, no. 2, p. 166-185 How to cite?
Journal: Journal of China tourism research (中國旅游硏究) 
Abstract: The popularity of social media (e.g., social networking sites, micro-blogs websites) presents both opportunities and challenges for destination marketing organizations (DMOs). DMOs need to develop social media marketing strategies to improve their marketing effectiveness and meet the expectations of their stakeholders. Contextualized in Mainland China, this study explores DMOs’ social media marketing strategies and outcomes by investigating their adoption of social media channels and their activities on the channels. It describes China’s unique social media landscape and then identifies and evaluates a variety of social media marketing strategies that have been adopted by overseas DMOs.
URI: http://hdl.handle.net/10397/22930
ISSN: 1938-8160
EISSN: 1938-8179
DOI: 10.1080/19388160.2015.1017071
Appears in Collections:Journal/Magazine Article

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