The Impact of Social Media Marketing Campaigns on Tourist Growth and Consumption Patterns in Chongqing

Yu Kuang

2025

Abstract

The research examines the impact of social media marketing on the incremental growth and consumption patterns of tourists in Chongqing through a questionnaire survey. The study reveals that social media substantially enhances tourist influx, with visual symbols prompting immediate decision-making and cultural interpretations fostering long-term cognition; additionally, the consumption structure is defined by an "experience-first" approach. The research further confirms the relationship between content format and behavioral inclinations. The study recommends distinct platform strategies, including enhancing the placement of iconic scenes in short videos and enriching cultural exploration content on graphic platforms, while also acknowledging the limitations posed by geographic concentration in the sample and the use of cross-sectional data. This study offers a theoretical and practical foundation for the integration of cultural tourism and precision marketing in Chongqing, addressing the research gap on the quantitative attribution of regional tourism growth and the transformative impact of cultural symbols.

Paper Citation

in Harvard Style

Kuang Y. (2025). The Impact of Social Media Marketing Campaigns on Tourist Growth and Consumption Patterns in Chongqing. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 461-468. DOI: 10.5220/0013993300004916

in Bibtex Style

@conference{prmc25,
author={Yu Kuang},
title={The Impact of Social Media Marketing Campaigns on Tourist Growth and Consumption Patterns in Chongqing},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={461-468},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013993300004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - The Impact of Social Media Marketing Campaigns on Tourist Growth and Consumption Patterns in Chongqing
SN - 978-989-758-778-8
AU - Kuang Y.
PY - 2025
SP - 461
EP - 468
DO - 10.5220/0013993300004916
PB - SciTePress