Social Media Tourism Marketing Optimization: Improving Promotion Effectiveness and Broadening the Consumer Base

Abstract

This research investigates the price-based strategy of social media in tourism marketing, specifically in China. The study involves both primary and secondary methodology research, represented in qualitative format. The primary research evidence is collected from Chinese travelers and relevant people in the travel industry by using online questionnaires and interviews since it is a more efficient way to receive more responses within less amount of time. On the other hand, secondary evidence is collected from various online sources, including relevant and credible articles, news reports, and academic essays. According to the secondary evidence, the key areas considered in the pricing-based Marketing Landscape for the Travel industry on social media are the challenges, stakeholders perceptions, pricing-based strategies, and the impact of social media marketing. By evaluating the evidence and data, the research concludes that from both social and economic perspectives, social media marketing has a more significant positive impact than a negative one on the views of companies and customers, which benefit both firms and consumers in terms of the ability to provide better product quality. This research further shows that the tourism industry needs to adopt a pricing strategy tailored to firms specific cases in order to achieve more effective marketing and operation efficiency with long-term development.