Download Research of Micro-blog Marketing Pattern on Tourism Taking the

EASTERN ACADEMIC FORUM
Research of Micro-blog Marketing Pattern on Tourism Taking the
Official Micro Blog of Jiuzhai Valley for Example
JIANG Xiangyang, GU Hanwen, GAN Bo
College of Business Administration, Hunan University of Commerce, Changsha, 410013
Abstract: In this paper, we take the official micro-blog of Jiuzhai valley for example to find the
transmission power of the official micro-blog and to study an effective way on regional tourism
resources marketing for the management department. In internet age, the advantage that we make use of
micro-blog in tourism marketing stands out. As a new type of network media, micro-blog is not to
replace the traditional media and marketing means, but in harmony with them. At the same time, it
requires the tourism management department to make a perfect way to supervise and control the risks
for the openness and uncontrollability. This paper is to provide an effective model for the official
micro-blog in tourism marketing.
Keywords: Jiuzhai valley, Micro-blog, Marketing
1 Introduction
Micro-blog is regarded as a platform to exchange and share information. We can build an individual
community through WEB, WAP and other forums. And we can update our information in 140 words and
upload the pictures and videos to communicate with others. Any user can share the information in any
time and any place through the platform. Therefore, micro-blog increases social visibility and group
action for the users. The individual value turns to be uncountable social value. We apply micro-blog to
social life. The 29th report on Internet network development in China shows that by the end of
December, 2011, the number of users in China has reached 250 million, which is up 296.0% comparing
to the end of 2010. So micro-blog occupies the first place in internet application now. A lot of
government departments have opened official micro-blog since 2010. Taking SINA micro-blog for
example, there are more than 1500 micro-blogs in the platform. More than 200 official micro-blogs for
tourism development are developed faster than other official micro-blog. They have become an
important platform for tourism information release, tourism marketing and tourism communication.
The marketing value of micro-blog contains a lot of aspects such as tourism, and attracts many
researchers to study. At present, the academic research about micro-blog focuses on: (1) The analysis of
micro-blog in information feature; (2) The information transmission of micro blog in topology analysis
through social network theory; (3) Studying the feathers of micro-blog by the crawler system. These
researches are done in theoretic perspective, and no researcher adopts case analysis to study deeply. But
in this paper, we take Jiuzhai valley official micro-blog for example to analyze tourism products in
marketing perspective and find a scientific and effective way in tourism marketing for government
departments. Besides, it can give some suggestions to tourism management department.
2 The Analysis of the Official Micro-blog in Power of Transmission
In the net of micro-blog, each user is a node. We can divide nodes into three types according to the
function. Namely, the core node, bridge node and long tail node. The official micro-blog is regarded as
start-line in the information transmission process. The official micro-blog about tourism is not only
start-line, but also turns to be in authority. So it has an advantage in acting as the "key nodes". In the
information transmission net, every node plays an important role. On one hand, we should make use of
key nodes. On the other hand, we should make best use of the other nodes in network function. So the
key node is to design the homepage, care about other users and communicate with other nodes.
I take the American presidential election in 2008 for example. The campaign of the Republicans and the
21
EASTERN ACADEMIC FORUM
Democrats all use Twitter to propagandize their presidential candidate Barack Obama and Hillary
Clinton. Among the American voters participating in Twitter, Obama received more than 150000 fans’
supports and Hillary Clinton’s fans are less than 6000. The main reason why Obama get more fans than
Hillary is that Obama not only actively participate in communicating with others in Twitter, but also he
became the fan of 135229 users. By contrast, Hillary concerned no one, and she just regards the Twitter
as a publishing platform for her election campaign. Another reason is that Obama group designed their
Twitter home page elaborately and highlighted their campaign logo. The case shows that if the official
micro-blogs want to be the key node, they must focus on homepage design and communication with the
fans because every user plays a key role in the net and the system. If the official micro-blog is lack of
concerning other uses, it will lose the power of transmission.
Though the transmission power of micro-blog is related to the number of fans, the quality of fans is
more important than the quantity. In micro-blog marketing process, the activeness of fans, the exposure
probability of fans’ information, the influence of fans all play important roles in the secondary
micro-blog spread. As to the importance of the quality of the micro-blog fans, we might compare Yao
Chen’s micro-blog with S’. From the number of fans, Yao has more 1 million than S. If Yao publish her
information in her micro-blog, some of Yao’s fans will transmit her information. So the power of
information transmission largely depends on the number of information transponding. 9% of Yao’s fans
are from Guangdong, and are about 644,050; 15% fans of S’ come from Guangdong, equal to 1,029,918 ,
is about 1.6 times than the number of Yao’s fans. In the view of tourism marketing, the companies will
choose S as their partner in Guangdong. If more fans in Yao’s fans choose tourism and sport as their
label, cooperating with Yao will be better. In addition, fans of the label, you can determine whom (Yao
or S) is more suitable for cooperation to carry out the marketing of tourism products. All in all,
micro-blog is a relationship about "Follow Me". The information is exchanged between the users and
their fans. The question and answer is raised between them too. With the increase of the fans, the
activeness of fans, the exposure probability of fans’ information, the influence of fans and the expansion
of social net, the power of information transmission in micro-blog will be stronger and stronger.
3 A Research on the Official Micro-blog of Jiuzhai Valley in Tourism Marketing
Jiuzhai valley is in Jiuzhai County, Sichuan Province. It is located in east longitude 103°46′- 104°4′,
latitude 32°54′- 33°19′. The total area is about 72khm. It is named after nine stockades which are filled
with lotus and trees. Jiuzhai valley has many famous labels such as the World Natural Heritage, Man
and Biosphere Reserve, and Green Globe 21. In the years, Jiuzhai valley is highly developed due to its
wonderful scenery, the effective management and the improvement of traffic conditions. According to
the latest statistics of Jiuzhai valley in authority, the number of tourists increases from 2000 in 1981 to
2.8271 million in 2011. The income of tickets soars from 135,000 to 5.39 million.
According to the data released by China Internet Network Information Center, the total number of
Internet users in China is 485 million, and Internet penetration rate comes to 36.2% by the end of June
2011. So China has entered the generation of Internet. As 5A-grade tourism spot, administers of Jiuzhai
Valley were acutely aware of the opportunities and challenges in network marketing for tourism and
opened the official micro-blog in SINA at the beginning of 2011 after a series of careful analysis and
scientific tests. By April 7th, 2012, the micro-blog published 2089 messages, and has 296593 fans.
Administers have made some plans which have a good influence on tourism marketing. From domestic
and abroad, there is no theoretic system in studying the official micro-blog in tourism marketing. The
paper is aim at drawing the outline of the operating system of the micro-blog marketing in tourism by a
study about the experience of Jiuzhai valley. It also helps administers make a correct and effective
strategy.
22
EASTERN ACADEMIC FORUM
3.1 To develop micro-blog marketing in tourism based on the tourism products which can attract
tourists
Recently, Shaolin Temple, National Museum, National Theater and other scenic spots all have opened
micro-blog to occupy the market of Internet marketing. Not all the micro-blogs are effective in
marketing. No matter what strategies we adopt, we must know what our platform is, what we can do,
how we can do and what products tourists like. Only in this way do we make no mistake in marketing
process.
The information from the introduction of scenery spots, media and friends has an influence on whether
it is worth to visit for the tourists. And the media has an advantage over the other ways. So the
advertisers must introduce the culture, the history, selling points, folk customs and tourism resource to
the tourists in detail on all of perspectives to build a band and attract more people to visit.
Jiuzhaigou valley authority focuses on the landscape such as Karst water, eco-tourism such as panda and
the cultural tourism such as ancient mystery Tibet in micro-blog marketing base on the unique culture,
nature and history in Jiuzhai valley. Jiuzhai valley administration cooperates with Discovery Channel to
make documentary named Charm China in order to make a propaganda about their advantages. Though
the official micro-blog has opened for one year, the number of fans has reached 300000. It ranks the
third among the official micro-blogs in tourism marketing.
3.2 To gather all kinds of methods to sell comprehensively
Selling comprehensively is to combine all kinds of marketing tools and methods, and do dynamic
adjustments in time according to the environment. As a result, the separate part was integrated into a
whole, producing the effect of cooperation. The department of traveling management has hold a
theme-based activity on its micro-blog, paying attention to the combination of online and offline
activities in order to boost the user’s experience and attachment. It is effective to plan various kinds of
creative cultural or public-welfare traveling activities to attract many people to participate in it and draw
the attention of the majority and public media whose report then will cover more of it, thus broadening
the influence of micro-blog. What Jiuzhai valley did is, through traditional and newly rising media,
spreading the information of film contests. As a result, various traveling elements like the sights,
customs and ecology are effectively spread through the CCTV. We should together take an active part in
Facebook, Twitter and other social network sites, establishing the good image of Jiuzhai valley as an
international sightseeing through doing essential jobs like traveler service, constant marketing, brand
marketing and users management.
3.3 To supply communication and service for relationship marketing
Relationship marketing is a process that the marketers make a communication with consumers,
competitors, distributors and government. It is aim at creating and developing the public relationship.
Micro-blog is a platform in social internet communication. So it can create some good conditions for
developing relationship marketing. The basic function of micro-blog is to share and exchange
information. Only in the condition can the tourists express their feelings and thoughts. For example, we
can upload the pictures about the scenery spots, introduce some paths about trips and publish some
information about some delicious food. Besides, micro-blog can give some topics for tourists to discuss.
From January to April in 2011, Jiuzhai valley has held the seventh international ice fall festival and the
eighth folk custom festival. The holders make best use of the official micro-blog to develop a series of
activities such as topics discussion and pictures sharing. Besides, the holders also invited some famous
photographers from the world to take photos which can display the beauty of Jiuzhai valley. It is a best
way to advertise Jiuzhai valley in international stage and attract some foreign tourists. In the first quarter
of 2012, the number of tourists reaches 223395 and increases 43.26%. From 25th April to 31th
December in 2012, Jiuzhai valley administration holds a series of activities about culture and history in
micro-blog. In that way, the administration can make better communication with netizens. And the
netizens can also enjoy the trip in virtual way.
23
EASTERN ACADEMIC FORUM
Micro-blog is not only a platform to supply information about tourism, but also it should supply service
and communication. Jiuzhai valley administration also publishes important news and gets feedback from
the netziens through the official micro-blog. So 98.1% of tourists are satisfied with the service and the
scenery in Jiuzhai valley. Micro-blog is not just a tool in the paper. We should regard it as our best friend
because trust and loyalty are very important factors in relationship marketing.
3.4 Viral marketing relied on celebrities
Viral marketing originated from the spread of virus. On the Internet, People promote information,
brands and products effectively and immediately to millions of ordinary Internet users by the mode of
transmission among the Internet users from mouth to mouth and forwarding the original information to
each other according to its public praise. The effect of this type of transmission is like the spreading of
virus. Once it was spread secretly and duplicated quickly, it will attain the largest transmission effect in
a very short time to realize the ultimate goal of On-line marketing.
In the October of 2010, a netizen called ‘double six’ saw a cute Lolita during his traveling in Jiuzhaigou.
After the permission of the little girl’s father, ‘double six’ took some picture of her and in order to get a
higher number of click, he put these pictures on the micro blog. In these pictures, the Lolita holds a toy
puppy in her arms, wearing fancy shoes and a white coat. She wore a shoulder length brown hair, and
the hair texture is soft, natural curling inward, looking fluffy in the wind. Her white skin, big brown eyes
and fleshy nose, these facial features are revealing her mixed-race temperament. Standing near the lake,
every now and then she tilts forward, one foot stretching back, doing ballet dancing, the little girl in the
eyes of some are blue, especially her quiet of a person standing in the fence edge glance picture, against
the background of clear water, like falling from heaven angel blue. In these pictures, the little girl looks
a little bit melancholy, especially the one she stands quietly nearby the fence, turning her head, with the
background of crystal cleared lake, just like an angle falling from the heaven. Although there were only
4 photos and nobody knew the little girl, but by the transmission and promotion among the Website
pushers and netizens, the click rate was far beyond 250000 with more than 2000 reply only within 3
days. In the main website, the topics about the Lolita in Jiuzhaigou are numerous. To the 18th of October,
‘Jiuzhaigou Lolita’ became extremely popular among the public.
According to the practice, after 1st October, the number of tourists to Jiuzhaigou should in the declining
trend, however, with the effect of ‘Jiuzhaigou Lolita’, the Jiuzhaigou tourism industry following the
National Day golden week set off an upsurge of tourism again. This case shows that plotters find the
pure Lolita as the virus source, and help the virus spread with interaction in micro blog. As a result,
‘Jiuzhaigou Lolita’ became popular, which help them realize their marketing purpose.
3.5 Making use of hot issues for event marketing
Event marketing is that advertisers use PR to increase popularity and reputation. Therefore, advertisers
must integrate information and resource which can attract media’s attention. Creating hot topics for
people for to discuss or concern is to achieve the marketing goals. As micro-blog is a newly internet
media, it can provide event marketing with a platform. For example, the tourism administration can plan
a series of creative cultural activities and public benefit activities about tourism on the platform. It will
attract netizens’s attention and supply some hot material for media to report. All in all, event marketing
can deepen the influence of micro-blog. In 2011, Jiuzhai valley tourism administration set June as Yin
Fa Tourism Month. They set up special ticket windows, passages, walk-roads and areas for tourists to
enjoy the festival. Besides, they also supplied 6 special cars for the old people who are more than 60
years. For it is reported by some media, the tourism administration has achieve the marketing goal.
4 The Experience and Revelation of Jiuzhai Valley Official Micro-blog
Micro-blog marketing is just one tool to plan marketing activities. Not all micro-blogs can achieve
marketing goals. No matter which tool we will choose, we should make it clear what micro-blog can do,
24
EASTERN ACADEMIC FORUM
what we can do and how we can do. From the case analysis, we can know that Jiuzhai valley
administration is the beneficiary in the micro-blog marketing. What do they do? How do they do? What
experience and revelation can it give us?
4.1 Micro-blog is a newly efficient platform for tourism marketing
A survey shows that 69% of users concern the tourism micro-blog, 25.6% of users use the tourism
micro-blog and 43.4% of users intend to use the tourism micro-blog. Tourism micro-blog has become an
important platform in publishing and exchanging information for tour pals. It is good at spreading the
scenic image, carrying out marker activities and communicating with consumers at present. Some
experts said that the reason why most of tourism administrators tend to adopt it is that it can publish
information on time comparing to other media. Having known the importance of micro-blog, the leaders
and staffs in Jiuzhai valley tourism administration all opened their micro-blogs.
4.2 The correct orientation of micro-blog marketing on tourism
The correct orientation is to focus on correct information and correct consumer groups. If the fans don’t
belong to the consumer group, the number of fans seems no importance. If the platform can’t publish
information which they want to get, they will lose interest in communication. In order to achieve the
goal, Jiuzhai valley administration puts forward different subjects through micro-blog in different period
to meet the demand.
4.3 Integrating micro-blog with traditional media
Integrating micro-blog with traditional media can help consumers get correct information in time.
Jiuzhai valley official micro-blog is regarded as the main platform in tourism marketing. The traditional
media also play an important role in the process. For example, jiuzhai valley administration integrated
press conference, event marketing, offline activities and RP into micro-blog. It seems to be a newly
media. Therefore, it is good to achieve the marketing goals, to make a better communication with
consumers, and to give replies to fans.
4.4 Establishing an excellent team in micro-blog management
An excellent team in micro-management is the key factor in micro-blog marketing. Jiuzhai valley
administration arranges the special people to do different jobs. Some people work on micro-blog
maintenance. Some people update the information about Jiuzhai valley and give the correct replies to the
fans in time. Some people are engaged in solving the problems put forward by fans. In the case,
micro-management is not as easy as we think, and an excellent team is very essential.
5 Conclusion
Through the analysis about the official micro-blog of Jiuzhai valley in tourism marketing, we get that
the tourism administers can inspect the topics, analyze the interest of tourists about the area, improve the
strategy of marketing, analyze the market segments, and find correct marketing methods in target market.
Since the first login of the official micro-blog of Jiuzhai valley on tourism, the administration has done a
good job. The marketing of micro-blog is just a creative model, but it can’t solve all problems. For
example, the arbitrariness of micro-blog can make people communicate more easily and commodiously,
and the information enters the platform more easily. But some fabled information will also enter
micro-blog, and the reproduction of virus can destroy the net. At some sense, these bad factors will have
a negative influence on the brand. It is a good subject on study how to develop the micro-blog to create
a good tourism brand and spread the good images in the future.
25
EASTERN ACADEMIC FORUM
References
[1]. Gary Akehurst. User generated content: the use of blogs for tourists and tourism organizations [J].
Service Business, 2009 (3).
[2]. Beaumont C. Tweet, Tweet. Here comes twitter [J]. The Telegraph, 2008 (4).
[3]. Wang Shuhua. Micro-blogging [J]. Journalism Practice, 2009 (10).
[4]. Ying Jiqing. Micro-blogging: A new way of found news and press release [J]. Journalism Practice,
2010 (4).
[5]. Ping Liang, Zong Liyong. Micro-blog dissemination of information based on the centrality of
social network analysis --- Sina micro-blog, for example [J]. Library Information Science, 2010 (6):
92-97.
[6]. He Li, He Yue, Huo Yeqing. Characteristics of micro-blog users and core users excavation [J].
Intelligence Theory and Practice. 2011 (11): 121-125.
[7]. CHEW C, EYSENBACH G. Pandemics in the age of twitter: content analysis of tweets during the
2009 H1N1 outbreak [J]. PLOS One, 2010 (S): 1-13.
26