Comparative Analysis of User-generated and Travel Agency Photo Posting in Chinese Microblog

Comparative Analysis of User-generated and Travel Agency Photo Posting in Chinese Microblog

The development of social media has produced many user-generated photographs, and it has also provided a new platform for tourism agencies to use photographs to promote their tourism products. This study aims to compare user-generated photo postings and the travel agency photo postings collected from Sina microblog, one of the most popular Chinese social media platforms. Study results reveal differences in posted images between Chinese domestic tourist destination users and travel agencies. This study provides practical information for travel agencies to develop their promotion strategies for use on social media.