Abstract
In recent years, the B&B market in China has been developing rapidly. 2021 saw the turnover of the B&B industry reach 20.1 billion yuan in the first half of the year, which is on par with the figures for the whole of 2019. In 2022, the scale of B&B growth reach even more than 61%. Since the rural revitalization strategy was proposed in 2018, the development of the rural B&B industry has become an important initiative to revitalize the rural economy. And with the increasing prosperity of the Internet economy, it is inevitable that the branding of B&Bs will be promoted online using social media platforms in order to further broaden the market. Based on this current situation, this study selects two popular promotions of Moganshan B&Bs on the RED platform, analyzes the attributes of the platform, the characteristics of the content, etc., and summarizes the positive effects and existing problems of social media platforms for B&B brand spreading: such as the single-dimensionality of the content, the highly similar characteristics and the overly broad user push. To improve these shortcomings, there is a need to establish efficient online platforms to communicate the B&B experience, enhance the promotion of the B&B's human characteristics, and multi-platform graphic promotions.
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