Storytelling Marketing of Chinese Homestays via Social Media

被引：0

作者：

Shao Jun ^{[1
]}

Zhao Yamin ^{[1
]}

Du Jing ^{[2
]}

Zhang Yujun ^{[1
]}

机构：

[1] Beijing Forestry Univ, Beijing, Peoples R China

[2] Guizhou Shuitou Qinsen Cultural Tourism Dev Co Lt, Guiyang, Guizhou, Peoples R China

来源：

NEW TREND OF THE TOURISM INDUSTRY DEVELOPMENT IN CHINA AND SPAIN | 2017年

关键词：

storytelling marketing; homestay; social media; CONSUMERS; BRANDS;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This paper explores the phenomenon of the storytelling marketing of Chinese homestays via social media and the impact on consumers' visiting intentions. Specifically, the research aims at investigating the ways of storytelling shaping brand image and the influence such a story has in terms of inspiring consumers to travel. The contribution of this research lies in linking new forms of media influence to travel as well as in describing the culture of Chinese homestays, which has not been explored enough in previous literature.

引用

页码：401 / 415

页数：15

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