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An Examination of Sina Weibo Travel Blogs’ Influence on Sentiment towards Hotel Accommodation in Macao
McCartney,Glenn; Pao Cheng Pek,Rowena
2018-04-03
Source PublicationJournal of China Tourism Research
ISSN19388179 19388160
Volume14Issue:2Pages:146-157
AbstractChinese outbound tourism represents the world’s largest and highest yield travel segment. Western social media influence on travel decisions via Facebook and Twitter are commonly cited in research. Yet these social media platforms are banned in China. Using the Chinese equivalent of Twitter, this research investigates the sentiment of posts on Chinese Sina Weibo with regard to those staying at a hotel in Macao. The use of key opinion leaders (KOLs) on Weibo for brand promotion, some with several million followers, is now increasingly used in Macao’s integrated resort communication strategy. Separating what is celebrity buzz and self-promotion from hotel promotion, this research suggests examining the commercial value of Chinese social media posts and reposts on creating incremental room purchases as a direct consequence of post sentiment. This could be extended to other hospitality products and has marketing implications on the global hospitality industry wishing to engage and attract Chinese visitors.
Keywordaccommodation purchase blog Chinese social media key opinion leaders Weibo
DOI10.1080/19388160.2018.1455614
URLView the original
Language英语
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Document TypeJournal article
CollectionDEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Corresponding AuthorPao Cheng Pek,Rowena
AffiliationInternational Integrated Resort Management,University of Macau,,Macao SAR,Macao
First Author AffilicationUniversity of Macau
Corresponding Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
McCartney,Glenn,Pao Cheng Pek,Rowena. An Examination of Sina Weibo Travel Blogs’ Influence on Sentiment towards Hotel Accommodation in Macao[J]. Journal of China Tourism Research,2018,14(2):146-157.
APA McCartney,Glenn,&Pao Cheng Pek,Rowena.(2018).An Examination of Sina Weibo Travel Blogs’ Influence on Sentiment towards Hotel Accommodation in Macao.Journal of China Tourism Research,14(2),146-157.
MLA McCartney,Glenn,et al."An Examination of Sina Weibo Travel Blogs’ Influence on Sentiment towards Hotel Accommodation in Macao".Journal of China Tourism Research 14.2(2018):146-157.
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