Restricted accessResearch articleFirst published online 2016-1
Is destination marketing organization microblogging in China delivering? An empirical analysis of information supply against consumer information needs
This research analyzed the travel planning information needs of Chinese consumers and compared these with the online posts by the Chinese destination marketing organizations (DMOs) on a microblog platform. An online consumer survey and a Sina Weibo content analysis were included in the research methodology. Overall, the amount of actual tourism-related information posted by DMOs was low, accounting for no more than one-third of all DMO microblog posts. The DMOs showed a preference for posting information in the basic information and destination cities categories, accounting for 76.2% of all the posts in this analysis. Mismatches were detected between the supply and demand for tourism information on microblog Web sites. It was concluded that DMOs were not delivering on the trip planning information needs of Chinese consumers.
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