| Issue |
SHS Web Conf.
Volume 181, 2024
2023 International Conference on Digital Economy and Business Administration (ICDEBA 2023)
|
|
|---|---|---|
| Article Number | 01053 | |
| Number of page(s) | 6 | |
| Section | Marketing Strategy Analysis | |
| DOI | https://doi.org/10.1051/shsconf/202418101053 | |
| Published online | 17 January 2024 | |
Exploring Senior Tourist Engagement Behaviour in Social Networking Sites Advertising – A Study of Senior Tourist Users on WeChat
1 School of Management, Zhejiang Gongshang University Hangzhou College of Commerce, China
2 School of Computer Science and Technology, Zhejiang University, China
* Corresponding author: zx_connie@zjhzcc.edu.cn
This study delves into senior tourists’ engagement behaviour in social networking site advertisements (SNSA) and the underlying factors influencing their behaviour. Using a qualitative research approach, 19 senior tourists with prior SNSA engagement experience were interviewed. The findings reveal three distinct patterns in senior tourists’ SNSA engagement: 1) Proactive Engagement, 2) Passive Engagement, 3) Positive Consciousness Driven Engagement. These insights provide valuable guidance for the hospitality and tourism industry. By understanding the multifaceted nature of senior tourists’ engagement with SNSA, industry participants can tailor their marketing strategies to better target and engage this demographic.
© The Authors, published by EDP Sciences, 2024
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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