A Study on the Wechat Marketing using Tourism Destination Integrated Marketing Communication

Abstract

China with its emerging economy has become one of the world’s most suppliers in outbound tourism. When we take a look at the list of the main destination for Chinese outbound tourists, the Republic of Korea barely ranks in the top ten. This shows that Korea is in great need for using the IMC in destination marketing. From this research we found that the WeChat SNS was the most used IMC for destination marketing in China. Many Chinese tourists have visited Korea by using the WeChat SNS however, lack of information and contents were causing problems. Taking a closer look at the WeChat SNS provided by the Korean community we have come up with some solutions by researching the current status and the problem. In order to increase the number of visitors there needs to be an increasing number of moments or a platform, promote more reviews by engaging visitors to sign up for special events, add more automatic answers to key words in chat rooms, send push messages once a day, combine all contents to help Chinese visitors easily access to the Korean tourism destination in the WeChat SNS, and finally construct a survey on the WeChat Korean destination SNS and supplement and revise any problems.