The Impact of Creative Marketing Strategies by Official Cultural and

Tourism Accounts on Consumer Behavior in the Cultural Tourism

Market

Ziqian Guo

Meishi Film Academy, Chongqing University, 40044 Chongqing, China

Keywords: Marketing Strategy, Tourism and Culture, Social Media, Consumer Behavior.

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.

1 INTRODUCTION

The research considered the increasing trend of social

media platforms as channels of public information

access. At the same time, it noticed that a series of

cultural and tourism official accounts, like the

Chongqing cultural tourism official account on

Douyin (the TikTok in China), adopted brand-new

promotional strategies on social media platforms. The

operators adopted entertainment-oriented, creative

marketing methods. Therefore, it is referred to as

creative marketing strategies.

The result of this research is meaningful to the

participants in the cultural tourism market, especially

to the operators of the official accounts. The results

of this research can provide valuable insights for the

marketing of local cultural tourism official accounts,

and provide some suggestions for the operation of

official accounts on social media platforms. This

study mainly explores the different natures of creative

marketing content given by official accounts on social

media, the nature of these accounts, and the specific

marketing methods used, combining these varieties

with art world theory and field theory for analysis.

This research adopts a questionnaire survey to collect

data. This method’s advantage is possibly collecting

data with high reliability and validity while ensuring

an adequate sample size.

The goal of this research is to construct a

conceptual model about the different natures of

creative marketing strategies influencing consumer

behavior. To reach this goal, this study analyzes

questionnaire survey data with linear regression

analysis, reliability analysis, and validity analysis,

and makes relevant inferences.

2 LITERATURE REVIEW

In previous research, the study by S. Zhou et al. aims

at social media influencers' (SMI) narrative

strategies, providing reference to the division of

creative marketing content’s nature in this study

(Zhou et al., 2021). However, this research has

limited discussion on the nature of SMI itself. In

addition, the study of K. Spörl-Wang et al. analyses

predictive factors of SMI marketing strategies’

effectiveness and makes a comprehensive summary

of the results (Spörl-Wang et al., 2025). This research

prompts further analysis of the complexity and

diversity of social media platforms.

556

Guo, Z.

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

DOI: 10.5220/0014145500004942

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management (APMM 2025), pages 556-560

ISBN: 978-989-758-791-7

The research of Qian Lichun et al. adopted the S-

O-R model to investigate variables like participation,

interactivity, entertainment value and individualized

features (Qian et al., 2019). The results of Qian’s

study showed these elements positively effect

consumers’ social presence and immersive

experiences. Social presence and immersive

experiences positively impact consumers' purchase

intention. This result provides corresponding research

approaches. However, this study did not delve deeply

into the application of this model in specific fields

such as the cultural and tourism market.

The research of V.M.C.T.de Moraes and the

research of S. Wang discussed marketing strategies of

cultural and tourism department in Portugal and

museums in China, which enriches this research’s

references of examples (Moraes, 2023, Wang, 2022).

The study of T. Bastrygina et al. and the study of H.

Masuda et al. noticed knowledge gap between SMI

and consumers, and stressfully analyzed the influence

of gap on consumers’ purchase intention (Bastrygina,

2024, Masuda et al., 2022).

The studies by S. Hudson et al. and B. Armutcu et

al. both noticed the interaction between influencers

and users on social media platforms, which provides

some reference for the setting of interactivity

variables in this study (Hudson et al., 2015, Armutcu

et al., 2023). In addition, another research direction

focuses on the impact of the identification with online

virtual communities and community relationships on

social media platforms on the behavior of participants

(Zhang & Li, 2022).

Current existing research pays less attention to the

cultural and tourism market sector. Several studies

that noticed cultural and tourism market lack research

on the characteristic of official accounts’ marketing

strategies. Multiple research provided references and

specific analyzing variables. These research prove the

complexity of official accounts’ marketing strategies

in social media platforms from different research

directions.

3 RESEARCH METHODS

This research adopts questionnaire survey to collect

data, this method can collect relatively complete data

on the premise of ensuring sample size. The scale data

in the questionnaire survey helps to provide

correlations for the variables of this study through

quantified data.

A total of 201 valid questionnaire results were

collected in this study. The respondents are randomly

selected by gender, age and region. For the aspect of

social media platforms, the most frequent users of

Douyin, Little Red Book and WeChat Official

Account are randomly distributed, the proportions are

32.84%, 28.86%, 23.38% respectively. The number

of respondents who most frequently use Weibo is

relatively small, accounting for 14.93%.

As for the configuration of variables, this research

referred to existing literature. The construction of

novelty variables in the questionnaire survey referred

to consumer engagement with social media brand

posts conducted by Z. L. Hamzah et al. and the study

on social media content marketing by H. Ma and S.

Chelliah (Hamzah et al., 2021, Ma & Chelliah). The

construction of relevance variable referred to the

framework of social media marketing strategies

raised by the research of K. Chanthinok et al. and the

research result of social media image of tourism

destinations raised conducted by A. Z. Abbasi et al

(Abbasi et al., 2023, Hays et al., 2013). The relevance

refer to the relevance between marketing contents and

local culture and local tourist attractions.

The construction of the dimensions of timeliness

and interactivity in this study is mainly based on the

research of S. Hays et al. on the use of social media

as a destination marketing tool by national tourism

organizations (Kim & Fesenmaier, 2017). The

discussion on dimensions of accounts natures and

marketing methods referred to R. Minazzi’s study on

tourism and social media marketing in hotel industry

(Kong et al., 2021). The consumer behavior variable

dimension is based on tourism experience sharing

framework provided by J. Kim and D. R. Fesenmaier

(Gu & Qin, 2020).

The questionnaire in this study established the

likert scale for the 8 variables above-mentioned and

set three scale questions for each variable. To verify

the reliability of the collected questionnaire data, this

study conducted an analysis of the reliability and

validity of the questionnaire data and got 201 valid

and reliable questionnaire responses. To verify the

impact of creative marketing strategies by official

cultural and tourism accounts on consumer behavior

in the cultural tourism market, this research will

construct linear regression model: Consumer

behavior= β 0+ β 1*Novelty+ β 2*Relevance+ β

3Timeliness+ β 4*Interactivity+ β 5*Account

nature+β6*Marketing method+ε.

Among these variables, the Consumer behavior is

dependent variables, the Novelty, Relevance,

Timeliness, Interactivity refer to the nature of creative

content, and are the same as independent variables

with Account nature and Marketing methods.

Through this model, this research aims to analyze the

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

Market

557

impact and significance of these independent

variables’ dimensions on consumer behavior.

4 RESEARCH RESULTS

Internal Consistency Reliability (ICR) can reflect the

degree of correlation between questions in

questionnaire survey. The ICR is commonly

measured by Cronbach’s α coefficient. Cronbach’s

α coefficient is between 0 and 1, the α coefficient

larger means the degree of correlation between

questions is higher, and the ICR is higher. In general,

an α coefficient greater than 0.8 indicates excellent

ICR, while a coefficient between 0.7 and 0.8 indicates

good ICR, and a coefficient between 0.6 and 0.7

indicates normal ICR and could be accepted. A

coefficient lower than 0.6 indicates poor ICR,

suggesting the questionnaire scale needs to be

modified.

This research analyzed the reliability of 8

variables, and found Cronbach’s α coefficient

greater than 0.8, indicating the ICR among variables

is excellent. This study also analyzed the overall data

of the questionnaire and found the Cronbach’s α

coefficient is 0.916, indicating that the overall

reliability of the questionnaire is excellent.

This study also adopted the Kaiser-Meyer-Olkin

(KMO) coefficient and Bartlett's Sphericity Test to

analyze the validity of the results. The KMO

coefficient is between 0 and 1. The closer the KMO

coefficient to 1, the better the questionnaire's

structural validity. In addition, if the significant result

of Bartlett's sphericity test is lower than 0.05, it

indicates a good structural validity of the

questionnaire. As the result indicates, the KMO

coefficient is 0.879 and the significance of Bartlett's

sphericity test is 0.000, the Chi-Square value for the

test is 2110.013 (Sig.=0.000<0.01), indicating the

overall validity of the questionnaire is good.

The result of linear regression analysis can reflect

the influence of creative marketing strategies’

Novelty, Relevance, Timeliness, Interactivity,

Account nature and Marketing method to the

behavior of consumers in cultural and tourism

market. The result of linear regression analysis is as

shown in table 1.

Table 1: Setting Word’s margins.

Unstandardiz

Coefficient

Standardize

Coefficient

t p VIF R2

Adjuste

d R2

Standard

Erro

Beta

Constant -0.149 0.287

0.51

0.60

0.445

0.42

F(6,201)=25.892,p=0.0

Novelty 0.178 0.068

0.16

2.63

0.00

1.41

0.445

0.42

F(6,201)=25.892,p=0.0

Relevance 0.167 0.072

0.14

2.30

0.02

1.44

0.445

0.42

F(6,201)=25.892,p=0.0

Timeliness 0.197 0.074

0.17

2.64

0.00

1.44

0.445

0.42

F(6,201)=25.892,p=0.0

Interactivit

0.139 0.066

0.13

2.10

0.03

1.43

0.445

0.42

F(6,201)=25.892,p=0.0

Account

Nature

0.183 0.069

0.17

2.63

0.00

1.49

0.445

0.42

F(6,201)=25.892,p=0.0

Marketing

Metho

0.154 0.067

0.15

2.31

0.02

1.51

0.445

0.42

F(6,201)=25.892,p=0.0

Dependent variable: Consumer Behavior

D-W: 1.932

The independent variables include novelty,

relevance, timeliness, interactivity, account nature

and marketing method, and the dependent variable is

consumer behavior. It can be concluded from table 1

that the model equation (not include insignificant

coefficient):

ConsumerBehavior=0.178*Novelty+0.167*Relevan

ce+0.197*Timeliness+0.139*Interactivity+0.183*A

ccount Nature+0.154*Marketing Method. In

addition, the R2 of the model after adjustment is

0.428, indicating the independent variables can

explain 42.751% reasons of consumer behavior

APMM 2025 - International Conference on Applied Psychology and Marketing Management

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change. The D-W value is close to 2.0, showing there

is no autocorrelation in this model. This indicates that

at least one independent variable has an impact on

consumer behavior, suggesting that the model is a

good fit.

The novelty, relevance, timeliness and

interactivity as inherent nature of creative marketing

content, show the significant positive impact of

consumer behavior. The account nature and

marketing method has significant positive influence

on consumer behavior.

5 DISCUSSION

he largest coefficient in this model is the coefficient

for timeliness, which is 0.197, indicating that the

timeliness of creative marketing content has the most

significant positive influence to the consumer

behavior. The operators of official accounts should

notice the degree of association between content and

current hot topics and internet trends and adopt a

consistently timed-release strategy.

The second largest coefficient in the model is the

efficient of account nature, which is 0.183. It

indicates the significance of creative marketing

content timeliness in the influence to consumer

behavior. In social media platforms, differences in the

nature of official cultural and tourism accounts will

also lead to differences in consumer behavior. From

the perspective of field theory, the content published

by the official accounts of government cultural and

tourism agencies has the highest credibility and

authority, occupying a very high position in the

industry. Taking the official account of Chongqing

Cultural Tourism on the Douyin platform as an

example, its content includes unique music,

Chongqing dialect voice-over, adaptation of

television and films, and humorous visuals. These

content create an interesting characteristic for the

official account and formed distinct contrast with

serious image in public’s stereotype. This contrast

narrowed the psychological distance between the

audience and the official account.

From the perspective of art world theory, cultural

and tourism official accounts play the role of creator

and curator in the art world. As the curators, such

official accounts also need to package local cultural

products and tourist attractions to make them conform

to the dissemination logic of the virtual world, and

display them on social media platforms. Take the

official account of Chongqing cultural tourism on

Douyin platform again, its content displayed many

tourist attractions, local cuisine and local cultural

landscape in Chongqing. Then as a curator, these

cultural tourism resources are packaged by creative

marketing strategies, such as editing techniques,

video visuals, and audio, to ensure that the work align

with the dissemination logic of platforms like

Douyin, thereby quickly capturing the audience's

attention.

The marketing of official cultural and tourism

accounts on social media platforms aligns with

industry regulations. First of all, the works of the

official account should conform to the public

aesthetic and aesthetic norms, so that the audience can

have a good viewing experience and aesthetic

enjoyment when watching. Secondly, the official

account needs to abide by the platform rules and push

mechanism of each platform, so that the work can be

viewed by more audiences. Moreover, the promotion

by official accounts should adhere to the ethical

standards of cultural and tourism publicity, avoiding

false advertising. Finally, the promotional content

should align with the sustainable development of

cultural and tourism products, meaning it should

avoid the destruction of tourism resources and

products.

Taking the official Chongqing cultural and

tourism account on Douyin platform as an example,

its content aligns with popular aesthetic preferences,

and the promoted cultural and tourism products are

aesthetically pleasing, adhering to aesthetic

standards. The account's content utilizes creative

editing techniques that capture the audience's

attention at the beginning of the video, precisely

targeting users and aligning with the dissemination

logic of the Douyin platform. The promotional

content is authentic, showcasing local cultural relics,

landscapes, and cuisine from Chongqing, aligning

with the true characteristics of the city. The

Chongqing cultural tourism official account focuses

on the sustainable development of cultural and

tourism products, conveying the concept of protecting

cultural and tourism resources to the audience.

From the linear regression model, it can be

concluded that the four natures of creative marketing

content have a positive effect on consumer behavior.

Creative marketing strategies also have a positive

impact on consumer behavior. Based on the research

of Qian Lichun et al., a possible reason is that creative

marketing strategies positively influence consumers'

sense of social presence and immersive experience

(Qian et al., 2019). In terms of interactivity, highly

interactive creative marketing content allows users to

identify with the online virtual community, thereby

stimulating consumer behavior. Taking Chongqing

cultural tourism official account on Douyin platform

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

Market

559

as an example, its content has a strong interactivity

with the audience, with frequent interactions in the

comment section. This fosters a sense of

identification with the online virtual community,

making users more likely to engage in consumer

behavior (Hamzah et al., 2021).

The operators of official accounts on social media

should carefully manage the inherent nature of the

marketing content, and combine the account's nature

with appropriate content positioning, at the same

time, use more creative marketing content to promote

consumer behavior. In addition, this model also

should consider multiple factors like market

environment, consumer behavior patterns, brand

nature to further improve and refine the above model.

6 CONCLUSION

The research findings of this study indicate that the

novelty, relevance, interactivity, and timeliness of

creative marketing content provided by official social

media accounts have a positive impact on consumers

in the cultural tourism market. In addition, the

account nature and the marketing strategies also have

corresponding positive impacts.

The further conclusion drawn from this study is

that the operator of official cultural tourism account

on social media platforms should find the balance

among four inherent natures of marketing content and

marketing methods and accounts’ nature. In that way

to maximize consumer behavior in the cultural and

tourism market.

Further studies should focus on the motivation of

consumer behavior and the corresponding triggers,

and engage in a deeper discussion of consumer

behavior in the cultural tourism market. It can also

suggest for a categorized discussion of consumers

from different fields, markets, or age groups, thereby

deepening the research depth in this area.

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