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Social Media-Based Visual Strategies in Tourism Marketing

Social Media-Based Visual Strategies in Tourism Marketing

Jing Ge, Ulrike Gretzel
Copyright: © 2018 |Volume: 2 |Issue: 2 |Pages: 18
ISSN: 2573-2617|EISSN: 2573-2625|EISBN13: 9781522547389|DOI: 10.4018/IJSVR.2018070102
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MLA

Ge, Jing, and Ulrike Gretzel. "Social Media-Based Visual Strategies in Tourism Marketing." IJSVR vol.2, no.2 2018: pp.23-40. http://doi.org/10.4018/IJSVR.2018070102

APA

Ge, J. & Gretzel, U. (2018). Social Media-Based Visual Strategies in Tourism Marketing. International Journal of Semiotics and Visual Rhetoric (IJSVR), 2(2), 23-40. http://doi.org/10.4018/IJSVR.2018070102

Chicago

Ge, Jing, and Ulrike Gretzel. "Social Media-Based Visual Strategies in Tourism Marketing," International Journal of Semiotics and Visual Rhetoric (IJSVR) 2, no.2: 23-40. http://doi.org/10.4018/IJSVR.2018070102

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Abstract

Social media-based visual strategies are quintessential elements of tourism and social media marketing; yet, very little is known about how firms formulate and implement such strategies in a technologically advanced and consumer-driven communication context. Drawing on rhetorical structure theory, and marketing, tourism and social media marketing literature, this research examines and dissects the structure of social media-based visual strategies implemented by tourism marketers. 250 Weibo posts initiated by 5 Chinese provincial destination marketing organizations were collected and analyzed. The results show a diversity of social media-afforded visual modalities, a variety of visual content and marketing goals, and different rhetorical relations between visuals and their accompanying text. This research advances social media marketing and tourism literature by exploring essential structural aspects of social media-based visual rhetoric and offers firms a holistic overview of possible visual strategies.

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