[雙語翻譯]--外文翻譯--通過社交媒體微電影營銷中國旅游目的地（原文）

1、 Micro-film Marketing of Chinese Tourism Destinations via Social Media The Case of Shaoxing Jun Shao, Xiong Li School of Landscape Architecture Beijing Forestry University Beijing, China ninashaojun@gmail.com; bearlixion

2、g@sina.com Zhao Li Collage of Urban and Environmental Sciences Peking University Beijing, China Zhao.li@pku.edu.cnAbstract— Marketing destinations by micro-films via social media is becoming popular significantly for Ch

3、inese 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 mi

4、cro-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 bo

5、th 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 implicati

6、ons for destinations were given. Keywords -- micro-film marketing; social media; destination marketing I. INTRODUCTION From 2011, especially after the beginning of 2012, micro-film marketing via social media has become

7、a very popular new promotion approach among Chinese tourism destinations. Micro-films released by destination marketing organizations (DMOs) gained significantly high hits. This phenomenon has aroused great concern f

8、rom Chinese tourism industry. Many DMOs gathered to discuss the business model of micro-film marketing. However, little is known about this phenomenon from the previous literature. This paper explores the phenomenon o

9、f micro-film marketing via social media. Specifically, the research aims at investigating the case of Shaoxing Ancient City which is the first city-level destination using micro-film marketing in China and has evoked

10、 great concerns both online and offline. The contribution of this research lies in revealing the success factors of micro-films marketing which has not been explored in previous literature and can be used by destinati

11、on marketers. II. BACKGROUND A. Social Media in China Up to the end of December, 2011, the amount of Chinese internet users has reached 513 million. China has over 460 million social media users. Social media includi

12、ng blogs and micro blogs are increasingly popular because their instant representation style is in line with Chinese people’s modern life pace. Sina Micro Blog (weibo.com, Weibo in short) had over 140 million users up

13、 to March 2011. It occupied 57% of the market share and 87% of micro blog activity in China [1]. According to Hitwise [2], a company monitoring internet traffic, China was the most active micro-blog market in the wor

14、ld this April, and the micro-blog is the top choice of social network users in China. In China, there is one click online accessing a Weibo per 158 clicks, which is higher than the rates for Twitter in the UK, USA, Fr

15、ance, Canada, Australia and India. Comparing to traditional channels such as TV and magazines, social media, especially Weibo, can spread a message or video very quickly and broadly. Videos are the major interests of

16、 Chinese social media users who using micro- blogs in addition to photos and news [3].According to the Blue Paper of China Online Videos announced by Data Center of the China Internet, video terminals have extended fro

17、m computers and TVs to smartphones and tablet computers [4]. Up to Quarter 1 of 2012, China has 252 million smartphone users. About 92% of them visit social network websites and 85% watch online videos using their sm

18、artphones [5]. As such, the amount of micro-film audience is quite much. B. Micro-film Marketing of China Destinations Seeing and recognizing the effect of many successful micro-film marketing campaigns initiated las

19、t year, especially Twelve Constellation by the Orange Hotel, DMOs such as Sichuan Tourism Bureau, Shaoxing Tourism Group, Hangzhou Tourism Bureau and Nanjing Tourism and Landscape Bureau produced and released their o

20、wn micro-films successively during the first half year of 2012. For instance, the episode 4 of the micro-film entitled Love, in Sichuan(?,??? in Chinese) has been played over 800,000 times online within one month aft

21、er its release. As expected, many of them evoked the audience’s interest of the destinations and desire to visit them. Even some of them stirred up the tourism boom at the destinations, e.g., the number of tourists vi

22、sited Shaoxing Ancient City increased dramatically during this April and this National Key Technologies R Beijing Forestry University Young Scientist Fund (Grant No. BLX2011015) 2012 IEEE 14th International Conference

23、 on Commerce and Enterprise Computing978-0-7695-4857-9/12 $26.00 © 2012 IEEE DOI 10.1109/CEC.2012.36 1592012 IEEE 14th International Conference on Commerce and Enterprise Computing978-0-7695-4857-9/12 $26.00 ©

24、2012 IEEE DOI 10.1109/CEC.2012.36 159Figure 1. YWAQ on Youku.com B. Shao xing Ancient City Shaoxing Ancient City (???? in Chinese, SAC) is the Weibo name of Shaoxing Tourism Group. SAC has posted over 4,000 micro-blogs

25、, with themes such as Shaoxing Bridges, Shaoxing Food, Shaoxing Old Photos, Shaoxing Folklores and so on, at Sina Weibo since May 2011. Shaoxing Tourism Group uses Weibo and its official websites to introduce tourism

26、 products and provide tourism service for tourists in addition to deal with complains from tourists. The visitor center, tourist sites, hotels and marketing staffs subordinate to Shaoxing Tourism Group created Weibo a

27、ccounts, forming a Shaoxing marketing group at Weibo (see Fig.2). Figure 2. Shangxing Weibo Marketing Group C. Data Collection Based on Kozinets’ criteria for website selection of netnographic method [35], we identifi

28、ed the following elements as critical for identifying suitable data sources: 1) micro-blog members discuss directly or indirectly related to YWAQ; 2)highest “traffic” of postings related to YWAQ; 3)large numbers of

29、discrete message posters; 4) detailed or descriptively rich data; 5)between-member interactions of the type required by the research questions. Based on these selection criteria, SAC at Sina Weibo dedicated to marketi

30、ng YWAQ was selected as the data source to analyze the social media marketing in this study. The online micro-blogs posted by SAC and the responses of its followers served as the data for this study. June 16, 2012 se

31、rved as the cut-off date, and only online messages or comments posted before this date were considered. For this research, the search engine provided by the Weibo was used, inputting the key word YWAQ and searching wi

32、thin messages posted by SAC. Using 10:30 a.m. on June 16, 2012 as the cutoff time, 1,726 forwarding messages following 70 original micro-blogs posted by SAC (with the earliest thread dated March 7, 2012) were extracte

33、d. Each record of these messages, which includes the posting/forwarding time, the author ( SAC or its followers) and the content, was saved in Microsoft Excel for further analysis. Specially, all the content of these

34、records was merged into one file and saved as a plain text file named YWAQ.txt. Media reports related to YWAQ were collected in order to analyze offline marketing activities of Shaoxing when we inscribed regarding our

35、 observations of SAC, its followers, interactions and meanings. As netnography is based on grounded theory [38], data collection of this research continued as long as new insights on important topical areas related to

36、 YWAQ were still being generated. D. Data Analysis To analyze the diffusion traces of the original YWAQ release message posted by SAC, PKUVIS 1 , visual Weibo analysis software, was used. PKUVIS was developed by PKU

37、Visualization and Visual Analytics Group 2 , School of Electronics Engineering and Computer Science, Peking University. It can visualize the diffusion process of a single message published at Weibo by showing a circu

38、lar diagram with the center node referring to the original message and a line linking two adjacent nodes representing a forwarding action. We used the URL address of the message3 announcing the release of YWAQ posted

39、 by SAC via Weibo as the input of PKUVIS. Then a circular diagram showing the diffusion traces of this message (see Fig. 3) was got after PKUVIS analyzing on all the forwarding actions following the URL address of the

40、 original message. The numbers and the dates of all messages forwarded related to YWAQ posted by SAC was calculated by Microsoft Excel (see Fig. 4 and Fig. 5) . ROST CM4, content analysis software on Chinese texts, w

41、as applied to explore the keywords frequencies of online conversations among SAC and its followers. ROST CM was developed by ROST team led by Professor Yang Shen at School of Information Management and Computer Schoo

42、l of Wuhan University. Using YWAQ.txt as the input file, ROST CM analyzed the content of the plain text file and showed a diagram of key word tag clouds (see Fig. 13) as well as a key word frequency file(see Tab. 1

43、). Both data analysis and data interpretation were involved in the coding of the postings [35] [39]. In order to investigate the diffusion process of YWAQ and product placement of Shaoxing in YWAQ, thematic analysis [4

44、0] [41] [42] [43] was applied to the content analysis of comments. Thematic analysis is the process of collecting, analyzing and coding information into emergent themes [44] [45] [46]. Thematic analysis is relatively

45、 flexible compared to other qualitative methodologies, as it can be used both as an inductive approach and a theoretical or deductive approach[47] [48]. The research 1 http://vis.pku.edu.cn/weibova/weiboevents/ 2 http