A study of social media marketing strategy of Macau Tourism based on 4I theory

Abstract

Macau's tourism industry has the long-term goal of developing into a world tourism and leisure center, and tourism is the leading industry in Macau. Recently, the Macau government has turned the crisis into an opportunity and launched a series of promotions to create a new image for Macau tourism. Based on this circumstance, this research selected Macau as a sample to study the application of tourism marketing strategy in the destination. This study elaborates on relevant marketing theories and analyze the market of Macau social media, SWOT factors, STP theory and 4I marketing theory, referring to the COVID-19 response strategies of Macau Tourism Office in recent years, according to the reports on the website as reference. Moreover, this study employs qualitative and quantitative research analysis, and theories as the basis to analyze the feasibility of relevant strategies, identify current problems, and propose corresponding strategy. Through research studies and analysis, this paper combines 4I marketing theory to provide suggestions on Macau's social media marketing strategy. This study has relevant insights on Macau's destination tourism market, enhancing Macau's marketing strategy and improving its tourism market image, expecting to provide a realistic reference for other regions' marketing strategies.