A Study on the Current Situation of Tourist Attraction Marketing Targeting Women in Chinese Tiktok

DOI: https://doi.org/10.62517/jnme.202410210

Author(s)

Shanshan Li, Qi Yang*, Yulian Lu, Dingyin Xia, Yixian Liu

Affiliation(s)

School of Geographic Science and Tourism, Zhaotong College, Zhaotong, Yunnan, China *Corresponding Author.

Abstract

Chinese Tiktok plays the characteristics of image audio-visual elements, helps tourist attractions to shape a new image, and stimulates the travelers' desire to travel through various ways, which brings new opportunities for the development of tourist attractions. Nowadays, women have become the main body of tourism in society, so by studying the current situation of women's marketing in Chinese Tiktok attractions, we can cause tourism enterprises to pay attention to women's tourism market and strengthen the development of women's tourism market. In this context, this paper is based on the AISAS model to divide the study of the impact of Tiktok attractions marketing on women's consumption intention into five segments, Attention (Tiktok marketing content) - Interest (image perception) - Search (search willingness) -Behavior (consumption intention) -Sharing (sharing behavior), as a way to design the questionnaire and put forward the corresponding hypotheses. The results of the study show that: Tiktok marketing with strong emotional content has a significant and positive effect on female consumers' image perception; positive image perception has a significant and positive effect on female consumers' search willingness; information searched for with strong emotional content has a significant and positive effect on female consumption intention; positive consumption experience has a significant and positive effect on sharing behavior. Finally, corresponding suggestions are made for the Chinese Tiktok marketing of attractions.

Keywords

Female Consumption Characteristics; Attraction Marketing; Aisas Model; Chinese Tiktok; Female Consumption Psychology

References

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