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The Impact of social sharing and destination quality on tourist behavior in the Recovery of China’s Tourism

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Resumo:Since tourism practitioners have not received Chinese tourists for three years, they have challenges in developing new marketing strategies to attract upcoming visitors, so it is necessary to discover the latest travel needs of Chinese tourists after the pandemic. In the case of service promotion, at the time of the outbreak, hotels highlighting that their services meet epidemic prevention standards often attract more visitors to purchase, but when people's lives return to normal, this emphasis is likely to have the opposite effect due to changes in the general environment. During the process of attracting followers, the emergence of KOL marketing due to the development of the Internet has made it possible to reach potential audiences in more than just operating an official community account. The transformation of Chinese tourists in terms of service needs and information access is one of the main reasons for the failure of customer acquisition. The study found that choosing the appropriate promotional content and approach is the core element of successful customer acquisition and that financial promotion and KOL marketing have a direct impact on enhancing tourists' travel interests and purchase intention. The research on the selection of promotional content and approach updates the findings of previous studies on Chinese tourist insights and can effectively guide tourism practitioners to improve their performance.
Autores principais:Wu, Yu
Assunto:Chinese tourists tourism recovery post-pandemic promotional content and approach SDG 8 - Decent work and economic growth SDG 11 - Sustainable cities and communities SDG 17 - Partnerships for the goals
Ano:2023
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso embargado
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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