The Influence of Social Media in Tourism Marketing Strategy: Side by Side Research in China and Indonesia

Xu Liang; Lalu Muhammad Furkan

doi:10.55927/ajabm.v4i1.87

Authors

Xu Liang Universitas Mataram
Lalu Muhammad Furkan Universitas Mataram

DOI:

https://doi.org/10.55927/ajabm.v4i1.87

Keywords:

Social Media, Tourism, Marketing Strategy

Abstract

The rapid advancement of social media has significantly transformed the tourism industry. Previous studies indicate that social media outpaces traditional communication tools in its ability to quickly reach and engage a global audience. While most existing studies focus on single-country analyses or broader global trends, this study provides a comparative examination of two countries. In this case, the current research aims to explore the influence of social media on tourism marketing strategies in Indonesia and China, two influential players in the global tourism sector. A library research methodology was employed, gathering data from nine academic journal articles sourced from reputable, indexed databases such as Google Scholar, Science Direct, and ResearchGate. The findings reveal distinct differences in the role of social media in the tourism marketing strategies of both countries. In China, social media primarily contributes to promotion and branding efforts, as well as influencing decision-making processes. In contrast, the social media in Indonesia enhances destination visibility as a key component of its tourism marketing strategy. This study underscores the importance of adapting social media strategies to local contexts to maximize their potential in promoting tourism and fostering long-term industry development.

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