Against the backdrop of the accelerated construction of Hainan Free Trade Port (Hainan FTP), tourism, as Hainan's core pillar industry, is achieving leapfrog development by leveraging the communication advantages of we-media. Characterized by universal participation, diverse content, and efficient dissemination, tourism we-media has become a key carrier for shaping Hainan's tourism image, promoting culture, and expanding the market. Based on the policy dividends and market trends of Hainan FTP's tourism development, this paper systematically analyzes the core characteristics of tourism we-media marketing in terms of creative subjects, content expression, and communication channels. It summarizes practical experiences through typical cases, delves into the current practical dilemmas such as the proliferation of low-quality content, cultural discount, and content homogenization, and proposes targeted solutions from four dimensions: thematic innovation, narrative optimization, platform adaptation, and international communication. Additionally, it predicts future development trends. The research aims to provide theoretical support and practical reference for the high-quality development of tourism we-media marketing in Hainan FTP, contributing to the construction of Hainan International Tourism Consumption Center and the international upgrading of the cultural and tourism industry.

Yinqiu Wu. The Evolution and Optimization of Tourism We-Media Marketing: A Case Study of the Hainan Free Trade Port. Academic Journal of Business & Management (2026), Vol. 8, Issue 6: 93-101. https://doi.org/10.25236/AJBM.2026.080612.

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