The Exploration of Social Media Marketing Strategies of Destination Marketing Organizations in China

Xin Yang, Dan Wang

Research output: Journal article publicationJournal articleAcademic researchpeer-review

23 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)166-185
Number of pages20
JournalJournal of China Tourism Research
Issue number2
Publication statusPublished - 3 Apr 2015


  • China
  • destination marketing organizations
  • Social media marketing
  • Weibo

ASJC Scopus subject areas

  • Cultural Studies
  • Language and Linguistics
  • Linguistics and Language
  • Tourism, Leisure and Hospitality Management

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