Social Media-Based Visual Strategies in Tourism Marketing

Jing Ge, Ulrike Gretzel
  • International Journal of Semiotics and Visual Rhetoric, July 2018, IGI Global
  • DOI: 10.4018/ijsvr.2018070102

How tourism marketers integrate visuals into their social media posts

Photo by Alessio Lin on Unsplash

Photo by Alessio Lin on Unsplash

What is it about?

Analyzing a sample of Weibo posts from Chinese provincial destination marketing organizations, this paper demonstrates that a variety of visual strategies can be used to achieve diverse marketing goals. We show that marketers do not just use still photos but several types of visuals and embed them into social media messages in multiple ways.

Why is it important?

Social media are becoming increasingly visual and marketers need to think about how they can effectively use these new visual opportunities in their marketing communication efforts. Especially in tourism, visual communication is critical. It is also important to understand how marketing language is constructed on social media to either support it technologically or to regulate it.


Dr. Ulrike Gretzel
University of Southern California

In many ways, China leads the way in terms of social media trends. Also, many Western marketers want to persuade Chinese consumers. Understanding visual communication on a Chinese platform therefore has many theoretical and practical implications.

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The following have contributed to this page: Dr. Ulrike Gretzel