Social Media Micro-film Marketing by Chinese Destinations (8/10)

Shao, Li, Morrison, & Wu. (2016). Social media micro-film marketing by Chinese destinations: The case of Shaoxing. Tourism Management, 54, 439-451. https://doi.org/10.1016/j.tourman.2015.12.013

Marketing destinations by micro-films or short movie clips via social media is gaining popularity among Asian destinations. Using a case study from the city of Shaoxing, China, this article reveals how micro-film marketing is a powerful tool which can engage audiences through emotional engagement. Utilizing a romantic theme, the destination which has limited appeal managed to successfully market itself on social media.