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.
- destination marketing organizations
- Social media marketing
ASJC Scopus subject areas
- Cultural Studies
- Language and Linguistics
- Linguistics and Language
- Tourism, Leisure and Hospitality Management