Regional Differences of the Impact of International DMO Social Media Campaigns in China. The Case of Canary Islands

  1. Roberto C. Sandulli Saldaña
Revista:
UCJC Business & Society Review

ISSN: 2659-3270

Año de publicación: 2022

Volumen: 19

Número: 2

Páginas: 70-119

Tipo: Artículo

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Otras publicaciones en: UCJC Business & Society Review

Resumen

El aumento del turismo emisor en China está relacionado con su desarrollo económico, social y el rápido crecimiento económico de ciertas zonas del país. Estos factores han cambiado el origen interno de la emisión de turistas. Los estudios realizados sobre el turismo emisor chino hasta ahora se han basado en el supuesto de que los mercados emisores nacionales y regionales eran homogéneos. El objetivo de este estudio es medir las variaciones en la interacción de las campañas en redes sociales por parte de una marca destino internacional (DMO) entre los diferentes niveles Tier de las ciudades chinas. Hemos aplicado un modelo de regresión Tobit para determinar las relaciones lineales entre el nivel Tier de la ciudad y el número de usuarios que interactúan en las campañas de la marca destino en Sina Weibo, la segunda red social más influyente de China. Los resultados confirman que, en términos de segmentación geográfica, las ciudades de nivel 2, 3 y 4 se asocian con una mayor interacción en las campañas de la marca destino en comparación con las ciudades de nivel 1. De acuerdo con los resultados de este estudio, la localización en ciudades de nivel inferior es un factor importante para lograr un mayor número de usuarios que interactúen en las campañas de las marcas destino y por tanto ofrece una oportunidad para conectar con un mayor número de visitantes potenciales. Estos resultados pueden ayudar a las marcas destino internacionales a desarrollar una segmentación geográfica efectiva en sus campañas de promoción a través de las redes sociales en China.

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