The Impact of Creative Marketing Strategies by Official Cultural and Tourism Accounts on Consumer Behavior in the Cultural Tourism Market

Ziqian Guo

2025

Abstract

In recent years, official cultural and tourism accounts on various social media platforms have increasingly adopted creative marketing strategies for promotion. This study examines the impact of characteristics of these contents, marketing methods, and account types on consumer behavior in the cultural tourism market. This research adopts a questionnaire survey research method. The resulting data is analyzed using a regression model, reliability and validity analyses, and a corresponding linear regression model. As a result, the different natures of creative marketing contents themselves, the natures of official accounts and marketing methods will impact consumer behavior. This research will explain the results from field theory and art world theory. The research aims to suggest cultural and tourism official accounts on social media platforms to fully consider aspects including creative marketing content’ novelty, relevance, timeliness and interactivity. Operators of the official accounts should combine these variables with the natures of accounts to adopt appropriate marketing methods in order to promote consumption in the cultural tourism market.

Paper Citation

in Harvard Style

Guo Z. (2025). The Impact of Creative Marketing Strategies by Official Cultural and Tourism Accounts on Consumer Behavior in the Cultural Tourism Market. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 556-560. DOI: 10.5220/0014145500004942

in Bibtex Style

@conference{apmm25,
author={Ziqian Guo},
title={The Impact of Creative Marketing Strategies by Official Cultural and Tourism Accounts on Consumer Behavior in the Cultural Tourism Market},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={556-560},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014145500004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - The Impact of Creative Marketing Strategies by Official Cultural and Tourism Accounts on Consumer Behavior in the Cultural Tourism Market
SN - 978-989-758-791-7
AU - Guo Z.
PY - 2025
SP - 556
EP - 560
DO - 10.5220/0014145500004942
PB - SciTePress