Social Media Marketing on Little Red Book: Case Sunsuni Safari
Jin, Chen (2025)
2025
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060420315
https://urn.fi/URN:NBN:fi:amk-2025060420315
Tiivistelmä
The aim of this thesis was to examine the role of social media marketing in promoting tourism, focusing on Rovaniemi as a tourist destination and Little Red Book as the marketing platform. Little Red Book is a Chinese social media platform mainly known for sharing lifestyle content. The study aimed to evaluate how social media marketing can influence destination image formation and visitor engagement, particularly among Chinese tourists. The theoretical part of this thesis discusses key concepts related to social media marketing, destination branding and how digital platforms can shape travel decisions for users.
A quantitative research method was chosen for this study. The data was collected through structured surveys aimed at 220 participants. Of this sample, only 180 responded. The purpose of the survey was to understand consumer preferences, engagement levels and the impact of targeted marketing strategies on travel decisions.
The main result of this thesis is that social media marketing on platforms like Little Red Book significantly improves visibility of Rovaniemi among Chinese tourists, increasing their likelihood of visiting. The study highlights the importance of user-generated content and influencer marketing in shaping consumer perceptions. Based on these findings, recommendations are provided for tourism businesses to enhance their social media strategies, including content optimization, influencer collaborations and engagement-driven marketing techniques.
A quantitative research method was chosen for this study. The data was collected through structured surveys aimed at 220 participants. Of this sample, only 180 responded. The purpose of the survey was to understand consumer preferences, engagement levels and the impact of targeted marketing strategies on travel decisions.
The main result of this thesis is that social media marketing on platforms like Little Red Book significantly improves visibility of Rovaniemi among Chinese tourists, increasing their likelihood of visiting. The study highlights the importance of user-generated content and influencer marketing in shaping consumer perceptions. Based on these findings, recommendations are provided for tourism businesses to enhance their social media strategies, including content optimization, influencer collaborations and engagement-driven marketing techniques.