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An Examination of Sina Weibo Travel Blogs’Influence on Sentiment towards Hotel Accommodation in Macao
Alternative Title研究新浪微博旅游博客帖子对购买澳门酒店住宿的意欲及影响
Glenn McCartney; Rowena Pao Cheng Pek
2018-04-12
Source PublicationJournal of China tourism research
ISSN1938-8160
Volume14Issue:2Pages:146-157
Abstract

Chinese 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. 

KeywordChinese Social Media Weibo Key Opinion Leaders Accommodation Purchase Blog
DOIhttps://doi.org/10.1080/19388160.2018.1455614
Indexed By其他
Language英语
WOS Research AreaSocial Sciences - Other Topics
WOS SubjectHospitality, Leisure, Sport & Tourism
WOS IDWOS:000439062100002
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Citation statistics
Document TypeJournal article
CollectionFaculty of Business Administration
DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Corresponding AuthorGlenn McCartney
AffiliationInternational Integrated Resort Management, University of Macau, Macao SAR, China
First Author AffilicationUniversity of Macau
Corresponding Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
Glenn McCartney,Rowena Pao Cheng Pek. 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 Glenn McCartney,&Rowena Pao Cheng Pek.(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 Glenn McCartney,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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