Browsing by Author "Xu, Ke"
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- Exploring the impact of online reputation on Zibo’s competitiveness in ChinaPublication . Xu, Ke; Ramos, Célia; Agapito, DoraThis dissertation examines the impact of social media on the popularity of travel destinations, with a particular focus on the case study of Zibo, China. The research employs the Stimulus-Organism-Response (S-O-R) model to examine the influence of online reviews and user-generated content on tourist perceptions and behaviours. The findings indicate that Zibo's recent increase in popularity can be attributed to its comprehensive online presence, characterised by highly positive reviews and engaging content that resonates with potential visitors. The study demonstrates the efficacy of strategic online reputation management in enhancing destination appeal and highlights the pivotal role of social media as a marketing tool for destinations. By identifying the key factors contributing to Zibo's success, including its culinary appeal and vibrant social media narratives, this research provides valuable insights for tourism professionals aiming to leverage digital platforms to boost competitiveness and attract more visitors. The conclusions offer strategic recommendations for enhancing the online visibility and appeal of tourism destinations in the increasingly digital travel market.