Academic Journal of Business & Management, 2024, 6(9); doi: 10.25236/AJBM.2024.060902.
Geng Rui1,2, Yi Zhenyu3
1School of Tourism and Historical Studies, Yi Li Normal University, Yining, China
2The Belt and Road Research Institute, Yi Li Normal University, Yining, China
3School of Foreign Languages, Yi Li Normal University, Yining, China
In the era of social media, Xiaohongshu, a social media platform that integrates user-generated content (UGC) with social interactions, has significantly influenced tourist consumption behaviour. This study explores the critical role of influencer marketing in the tourism industry. Through a literature review, surveys, and in-depth interviews, this paper analyses the impact of influencer marketing on tourist consumption behaviours on the platform and examines how it influences destination choice and enhances tourism consumption potential. The findings reveal that the platform not only diversifies travel options through rich and user-generated contents but also improves travel decision-making through authentic user experiences. However, the study also highlights issues such as excessive advertising and discrepancies between presented content and actual experiences, which may erode trust and lead to negative impact on tourist experience. This paper provides insights for optimizing tourism marketing strategies and suggestions for future research.
Xiaohongshu; Influencer Marketing; Tourist Consumption Behaviours
Geng Rui, Yi Zhenyu. The Impact of Influencer Marketing on Tourist Consumption Behaviors in the Social Media Era: A Case Study of Xiaohongshu. Academic Journal of Business & Management (2024) Vol. 6, Issue 9: 9-14. https://doi.org/10.25236/AJBM.2024.060902.
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