Abstract
ABSTRACTChinese outbound tourism represents the world’s largest and highest yield travel segment. Western social media influence on travel decisions via Facebook and Twitter are commonly cited in research. Yet these social media platforms are banned in China. Using the Chinese equivalent of Twitter, this research investigates the sentiment of posts on Chinese Sina Weibo with regard to those staying at a hotel in Macao. The use of key opinion leaders (KOLs) on Weibo for brand promotion, some with several million followers, is now increasingly used in Macao’s integrated resort communication strategy. Separating what is celebrity buzz and self-promotion from hotel promotion, this research suggests examining the commercial value of Chinese social media posts and reposts on creating incremental room purchases as a direct consequence of post sentiment. This could be extended to other hospitality products and has marketing implications on the global hospitality industry wishing to engage and attract Chinese visitors.
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