Effective Marketing Strategy to Attract Chinese Tourists after Pandemic
Zhang, Weijuan (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202403285366
https://urn.fi/URN:NBN:fi:amk-202403285366
Tiivistelmä
We live in a digital era that social media plays more and more important role in modern life and it is a powerful tool for effective marketing strategy. The objective of this thesis paper is to find out the changes in Chinese tourists buying decisions and figure out the most influential Chinese social medias that Chinese tourists usually follow and make bookings with and figure out the possible social media partners to cooperate with. The beneficiaries are tourism operators and tourism related service providers, such as summer and winter activity providers.
Qualitative method is chosen for this thesis study. The theoretical foundation is concept of marketing and digital marketing, the concept of tourism, statistic data in Chinese outbound tourism, and data of smartphone penetration, data of social medias share in user, etc. The chosen methodology for data gathering was a semi-structured interview. There are 3 interviews conducted with the Chinese tourists who visited Finland in Chinese New Year 2024.
As the result, The Ctrip is found to be the most powerful comprehensive travel platform for Chinese tourists in terms of searching tourism products and service providers. It is the best marketing channels or cooperation partners to Finnish tourism companies in terms of building company image, brand management, marketing and promotions, and sales of the tourism products. Xiaohongshu and Douyin are also the wide-spreading platforms if Finnish tourism operators and service providers have a plan to deliver the theme articles or videos for the marketing purpose.
The conclusion is that social media marketing helps the tourism operators to maximum their visibility towards their target customers and gain more customers. It is a worthy and payback strategy in marketing. Together with careful evaluating the changes after pandemic, targeting to the right segment, and selecting the powerful social medias as cooperation partners are key steps for the success in tourism business.
Qualitative method is chosen for this thesis study. The theoretical foundation is concept of marketing and digital marketing, the concept of tourism, statistic data in Chinese outbound tourism, and data of smartphone penetration, data of social medias share in user, etc. The chosen methodology for data gathering was a semi-structured interview. There are 3 interviews conducted with the Chinese tourists who visited Finland in Chinese New Year 2024.
As the result, The Ctrip is found to be the most powerful comprehensive travel platform for Chinese tourists in terms of searching tourism products and service providers. It is the best marketing channels or cooperation partners to Finnish tourism companies in terms of building company image, brand management, marketing and promotions, and sales of the tourism products. Xiaohongshu and Douyin are also the wide-spreading platforms if Finnish tourism operators and service providers have a plan to deliver the theme articles or videos for the marketing purpose.
The conclusion is that social media marketing helps the tourism operators to maximum their visibility towards their target customers and gain more customers. It is a worthy and payback strategy in marketing. Together with careful evaluating the changes after pandemic, targeting to the right segment, and selecting the powerful social medias as cooperation partners are key steps for the success in tourism business.