Micro-film Marketing of Chinese Tourism Destinations via Social Media: The Case of Shaoxing

Marketing destinations by micro-films via social media is becoming popular significantly for Chinese tourism destinations. Little is known about this phenomenon from literature review. Using a netnographic case study on micro-film marketing activities by Shaoxing, this article reveals the success factors of micro-film marketing for destinations. Result of the study shows that during the diffusion process of a micro-film the destination marketers made continuous and active engagement with followers, and marketing efforts both online and offline was well planned and integrated with each other. It also shows that attractions without uniqueness could impress audience by being embodied in a romantic theme. Finally suggestions and implications for destinations were given.