How tourism marketers integrate visuals into their social media posts
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.
The following have contributed to this page: Dr. Ulrike Gretzel