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http://dspace.bu.ac.th/jspui/handle/123456789/4759
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Title: | Promoting Country as Tourist Destination to Chinese Tourists via Weibo: A Case Study of Switzerland Tourism Board |
Authors: | Laiping Huang |
Keywords: | Social Media Weibo Content Format Advertising Appeal Execution style |
Issue Date: | 2021 |
Publisher: | Bangkok University |
Abstract: | This research aims to explore the content format, advertising strategy and execution
style presented in the articles of Switzerland Tourism Weibo official account with
quantitative content analysis. 238 articles were selected from Switzerland Tourism Weibo
from May 2018 to April 2020 as samples of the study by random sampling method.
Descriptive statistics (frequency and percentage) were used to analyze the data. The
findings present that Switzerland Tourism Weibo plays an important role in
communicating messages of destination to potential Chinese tourists and positively
influence their decision-making. For content format, text with images are used the most
to convey messages. In terms of the advertising appeals, tourist attractions, brand appeals,
tourist attraction, brand appeal, musical appeal, nature, outdoor activity, promotion
campaign, custom, trending topic, transportation, food and beverage, event,
accommodation, social appeal, endorsement appeal, weather report, popularity appeal,adventure appeal, animal, romantic appeal are commonly used in Switzerland Tourism
Weibo articles. As for the execution style, demonstration and slice-of-life are the most
popular strategy. Implications are provided for marketers who are using social media
such as Weibo to promote their products and services to audiences in China and scholars
in follow-up research. |
Description: | Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2020 |
Advisor(s): | Ratanasuda Punnahitanond |
URI: | http://dspace.bu.ac.th/jspui/handle/123456789/4759 |
Appears in Collections: | Independent Studies Independent Studies
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