Research On The Issue Of Customer Acquisition By Tourism Companies Using Mobile Social Media

There are increasing number of studies focusing on how tourism enterprises leverage mobile social media to acquire new customers,and literature topics and contexts are divergent between overseas and domestic research.While overseas research mostly discusses macro business model and privacy protection in the information security applications with the context of media platforms such as Facebook and Twitter,a prevalent trend of relevant research in China focus on the macro business model of local mobile social media platforms such as QQ,WeChat,and Weibo.Since 2018,research about the potential business objective and model for WeChat applet is on the rise.Despite the great attentions and efforts invested in the tourism field,extant studies only focus on macro business logic and development direction with qualitative method.Yet,little effort has been done to understand the media strategies for customer acquisition in the age of mobile social media at the micro business operation level with real business case study.In this paper,we attempt to explore the rationality of the domestic tourism enterprises for customer acquisition with mobile social media.This study provides several nontrivial conclusions: First,addressing how tourism enterprises leverage mobile social media for customer acquisition has managerial implications.Companies need to build deep understanding of various types of social media traffic before formulating marketing strategies and decision routes,just like streamlining the operation process and standardizing service procedures to improve the efficacy of mobile social media marketing.Second,it's good to theoretical contributions.The rise of mobile social media makes consumers' demands more personalized and changes their decision-making paths.Research on the decision-making model of consumers in mobile social media will improve the efficiency of tourist enterprises in acquiring customers.b...