How to use Chinese social media to make an impact on the UK tourism industry during the pandemic, take China Travel Outbound as an example.
Introduction
Since the outbreak of the Covid-19, the tourism industry, the global tourism industry has been affected by the epidemic. The tourism industry, the third largest service export in the UK, has also been affected as well. In order to prevent the spread of the epidemic, the British government ordered a blockade, which brought the British tourism industry to a standstill. Compared with the second quarter of 2019, the number of visits by overseas residents in the second quarter of 2020 has decreased by 96%, and consumption has decreased by 97% (David,2021). Many people in the industry believe that the number of domestic tourisms will increase due to restrictions on exiting the United Kingdom, but the actual situation is not optimistic (House of Commons,2020). Therefore, in the face of the epidemic, the UK’s tourism industry is facing challenges. Of course, with the popularization of vaccines and the continuous opening of travel restrictions, people’s enthusiasm for travel is gradually heating up, but it is still limited (Tourism Forecast, 2021).
However, the Chinese student market can be said to be an opportunity for the UK tourism industry. Due to school arrangements, many Chinese students will arrive in the UK around September to study and live. Chinese students are also one of the most important groups of international students in British universities. Helena Beard pointed out that the disposable income of Chinese students is four times that of British students, and their expenditure is prioritized for tourism, entertainment, and other leisure projects, which will become an important driving force for the British tourism industry (Helena,2021). In the context of the global epidemic, The Universities and Colleges Admissions Service (UCAS) hold the positive view because the number of applications from China in 2021 increase by 30% compared to last year. Therefore, how to expand the influence in the Chinese market has become an important factor in promoting the development of British tourism in the context of the epidemic.
The continuous global epidemic has also changed people’s daily lives. Christian Fuchs mentioned that the media plays an important role in organizing people’s daily social life under the new crown epidemic (Fuchs, 2020, p380). Therefore, online social platforms are more popular than ever. It can be said that the media can help the British tourism industry to expand its influence on a certain extent.
Author went to China Travel Outbound (now Guanxi) for a 6-week internship placement, in order to understand how public relations companies, help British hotels, attractions, and travel brands to expand their visibility and influence in the Chinese market, and to attract more tourists from China. During the placement period in China Travel Outbound (now Guanxi), the company used Chinese online social media to expand its influence for the British travel brand in the Chinese market. This article will combine theory with the author’s experience in China Travel Outbound (now Guanxi) and explain how to use online social platforms to help the British tourism industry expand its influence in the Chinese market.
Literature Review
The use of media tools by the British tourism industry to enhance its influence in the Chinese market belongs to cross-border marketing. In order to study how to use the media to influence consumers’ willingness to go to travel destinations, it is necessary to understand the role of the media in the context of globalization.
In the context of globalization, many changes have taken place in the international economic situation. The study of media de-Westernization and cosmopolitanism has become the trend of academic research, and regional media research in different countries and regions has attracted much attention (Esser, 2012, p368). Research on the Chinese media has also gradually increased. Terry Flew and Silvio Waisbord proposed that the national media system helps China protect local Internet companies in the context of media global competition and can still dominate the Chinese Internet market (Flew and Waisbord, 2015, p630). Therefore, as an overseas public relations company, if you want to promote on China’s Internet platform, you first need to understand China’s national media system. In terms of Internet policy, Terry Flew compares China with Australia. Compared with China, the Australian media system has always been highly open to international influence. Australians have been influenced by foreign media in the field of film consumption in the cultural industry, resulting in huge overseas film income. Excessive globalization has suppressed the local media to some extent, while Censorship in China has protected the development of local commercial media companies to some extent, without limiting their cross-border development. WeChat and Douyin are good examples. In the case of Douyin, known overseas as TikTok, it has 600 million daily users (Statista, 2020) as a short video platform. But TikTok which is the overseas platform, operates relatively independently, meaning that content between Chinese users and overseas users does not communicate with each other. However, WeChat and Douyin is different, WeChat is instant messaging software, the world has 1.25 billion monthly users, the contents of overseas WeChat are the same as the Chinese version of WeChat, but overseas users have a certain threshold for registration (Statista,2021). It’s not hard to see that China’s commercial media companies aren’t completely shutting themselves off because of globalisation but are also expanding and opening up their businesses overseas. Therefore, choosing to post content on China’s social media platforms makes publicity easier. At the same time, a large user base can also provide scholars with sufficient material to study the Chinese media.
Since Terry Flew did not cite an example of China changing consumption intentions due to foreign media propaganda, it cannot be seen that multinational media have an advantage in guiding Chinese consumers in guiding consumption intentions. Of course, this does not affect the media’s cultural exchanges. Therefore, we can think about how to upload content related to British tourism under China’s national media system, and benefit from China’s huge Internet user market.
In order to further study the commercial benefits of media globalization in China, scholars have been studying in the field of Chinese media and globalization for more than 30 years. Chin Chuan Lee, one of the most research scholars in this direction, in his book ‘Chinese media, global contexts’, he studied the global and national aspects of Chinese media in entering the post-globalization market, technology and ideology. This paper explains in detail the process of the maturity of Chinese media after globalization and discusses the relationship between Chinese media and global media in international relations. Media research has increased the connection between Chinese media and the world (Lee, 2003, p69).
In Chapter 7 of the book, Barrett L. McCormick and Qing Liu hold similar views to Terry Flew about the impact of globalization on Chinese media. Although the media national system is regulated by the State, citizens are not completely politicized (Liu and McCormick,2003, P 143). They explore business interests in greater detail and depth. Qing Liu also suggested that as global advertising revenues become central to The Chinese media, the media content is produced with the attributes of the goods, so the audience passively becomes consumers (Liu and McCormick,2003, P 155). As a result, China’s huge audience has become a potential consumer group, and China is a potential market to be developed for UK PR and cross-border marketing companies. How to use these technologies and the commercialization of Chinese media to benefit the global market can be the future research direction.
Colin Sparks argues that the commercialization of the media has shifted the media from focusing on public events to focusing more on personal life (Sparks, 2000, p26). As a result, the content of China’s commercial media has become more personalized. Because the commercial media pay more attention to personal life, so in the personalized consumer categories such as tourism has also been the commercial media publicity into the eyes of the vast number of consumers. In order to understand the individual needs of consumers, what kind of content can attract more tourists to the British tourism industry will become a focus of study.
When it comes to content, Stuart Hall argues that business pop culture requires not only elements of recognition and recognition for the audience, but also processing information in an environment that is acceptable to the audience and understood so that the audience can respond positively (Hall,1981, p235). Combined with Terry Flew’s study of China’s media national system. As you can see, producing advertising content accepted and preferred by Chinese audiences and placing it on a platform that conforms to the Chinese media national system is one of the factors that makes cross-border PR and marketing companies successful in gaining audiences.
Theoretical research needs to be combined with the actual situation, now the epidemic is prevalent around the world. The impact on tourism has been huge, with travel restrictions in many countries, and the change in mobility has hit the tourism industry hard and increased access to digital media. Therefore, the impact of the pandemic on media consumption is also worthy of attention. According to the survey, people’s enthusiasm for online shopping has increased since the Covid-19 outbreak, in addition to the increased focus on health and value considerations when spending. Increased attention to essential products (Mahesh, 2020). And this can only represent the world’s consumers of the general behaviour, not targeted enough.
McKinsey and Company, a leading global management consultancy, has been tracking Chinese consumer sentiment since April 2020 to learn more about the impact of the pandemic on Chinese consumers, and was surprised to find that China’s tourism industry is in a non-linear recovery phase (Guang and Will, 2021). However, the conclusion that China’s tourism industry is recovering needs to distinguish between domestic and international travel, given concerns about the risk of international travel being infected with Covid-19 and concerns about the mandatory concentration of segregation required upon return to China. In McKinsey’s report, they found that travel companies are developing their digital capabilities in order to communicate more efficiently with customers. They can use their existing resources to optimize existing sales channels, increase content marketing between platforms to enhance their marketing capabilities. When travel companies developed the marketing channel of Internet social media, they found that Chinese influencers, often referred to as key opinion leaders (KOLs), have unimaginable energy on Internet platforms, and they are numerous and spread across all walks of life (Guang and Will, 2021). The report cites a livestreaming event organized by the KOL tourism and local bed-and-breakfast, which earned more than 2million Yuan (224,000 pounds) in two hours. This is just one of those cases where digital marketing channels are long-term and take time to tap and consolidate their target users. For example, after the hotel opened the public number on WeChat, the number of members increased to 5 million (Guang and Will, 2021). According to Fangfang Hou et al.’s research on live broadcasting, because of its strong interaction with the audience, not only can the wonderful performance of KOL improve the audience’s stickiness to the platform, but also make the traffic brought by the audience into monetary value ( Hou, Guan and Chong, 2020, p160). However, the article does not consider the impact of live broadcast on the price sensitive audience’s willingness to spend.
It can be seen that the use of an Internet platform with a large number of users such as WeChat is conducive to the search for potential customers. The report has a basic picture of China’s tourism market and consumers, with 43% of respondents reportedly eager to go abroad for vacations but are not expected to venture to reopen international tourism until late 2022 because of the Chinese authorities’ conservative stance on epidemic prevention and control. Tourism in the destination countries for Chinese tourists is at a special moment. But the report does not consider Chinese consumers who are already in the UK or are not planning to travel to the UK, and the UK tourism industry’s promotion of Chinese internet media should not be subject to geographical restrictions. Many overseas Chinese still use China’s Internet social media. These groups are worthy of marketing in the UK travel company area. It’s worth thinking about how British travel companies can maintain their influence in China while saving as much on marketing as possible, as the number of Chinese visitors is not set to rise for the time being.
Overall, the report provides a good summary of the current state of tourism and China’s digital media under the influence of the epidemic, as well as the vision for the future. At the same time, the report also provides some solutions for domestic and foreign tourism companies which have ambitious to find and consolidate more potential Chinese tourists during the epidemic. For example, find influencers on digital media that match the product style and work with them to organize online or offline marketing campaigns. Such as holding a live streaming to increase brand influence or build a stable group of potential users. The tourist company also can use their influence to attract more followers through social media platforms such as WeChat, Weibo. But these examples are examples of domestic tourism in China, and there are no cases of marketing by foreign travel companies, so British travel companies want to further find suitable solutions for media marketing in China.
To help the UK tourism industry recover from the outbreak, a digital marketing programme for the UK tourism industry is needed. In many tourism-related literatures, there is a study of tourist decision-making process and consumption behaviour. There are many factors that affect the behaviour of tourists and involve different areas of science (Saito and Strehlau, 2018, 22). Because this paper studies the help of Internet media marketing to the development of British tourism, the main research direction is cultural tourism as the main research direction, so one of the factors influencing tourist decision-making is chosen.
Since the 1980s, cultural tourism has made outstanding contributions to local economic development, there are many academic studies in the field of cultural tourism, some scholars have suggested that culture and tourism can promote each other, and with the advent of digitalization, Internet media marketing for cultural tourism products added a new stage (Richards,2009, p15). A study by the Uk Tourism Board found that cultural products such as film, television, music, sports and literature influence the choice of destinations, and that cultural-themed tourism contributes to tourism (DCMS,2021).
In its tourism recovery plan, released by the Department for Digital, Culture, Media and Sport (DCMS), Tourism England used government funds to support several UK-based tourism marketing campaigns, while also offering to attract more local visitors from the UK to support domestic tourism during this special period of the outbreak. and make it a sustainable consumer behaviour (DCMS,2021). Internet media campaigns for the UK tourism industry under the outbreak can not only help the UK domestic tourism industry maintain its influence on the internet, but also take the opportunity to expand the mining of potential domestic tourists.
There is a lot of literature about cultural tourism, digital media, and related. But there is not much literature on the use of Chinese social media platforms to develop cultural tourism using digital marketing. It can be said that the output of cultural content can play a positive role in Internet tourism marketing, but it is worth noting how the content, form, and platform of cultural content output on consumer attractiveness. For example, the different results of the Attraction about post a same travel-related article on different social platform such as WeChat and Weibo.
Or post text, pictures, and videos with same tourism topic on the same platform, in which form the content is more attractive. These issues need to be reflected in practice. To study this issue, I entered the China Travel Outbound, A British company dedicated to Chinese public relations and marketing.
Case Study of China Travel Outbound
China Travel Outbound (now Guanxi) is PR company which can provides a full range of marketing services to local hotels, attractions, and other travel-related companies in the UK, including PR, brand representation and social media events. There are two important reasons for choosing this company, first, the company has a branch in China, it is important for a multinational media companies can exchange the latest information with each other in the first place, while the Chinese branch in response to the Internet marketing campaign will be handier. Second, the company’s former main customers are British travel brands, and now the outbreak, inbound tourism has been affected, customers through publicity and marketing will be reduced.
Unlike travel companies, which do digital media marketing themselves, companies like China Travel Outbound (now Guanxi) can not only provide more professional services in digital media marketing, because they have branches in China, but also help customers directly connect with Chinese travel companies. Simply put, China Travel Outbound can be seen as a medium for Chinese and British travel companies. It has many customers in the UK, but now that Covid-19 is exploding around the world, the questions about what the company will face and how it will change in business are questions worth studying. During the internship, the company made changes to the company’s business in response to the outbreak, including changing the company’s name. Second, the company also in the media marketing upgrade of the content of the promotion tried a new publicity model, live. This chapter will look at these two perspectives in depth.
Change Under the Outbreak
‘Guanxi’ is Chinese word ‘关系’ means relationship, meaning a state of stable mutual trust between two people. The name uses to be of the company makes company’s positioning limited to tourism, but by virtue of the company’s resources in China and its own professional digital marketing capabilities, want to expand the epidemic in addition to tourism marketing business, which can also increase the company’s stability when the company facing emergencies (Helena,2021).
In the corporate business, because the outbreak tourism companies need to locate their target audience more accurately. According to the McKinsey report, Chinese consumers’ enthusiasm for choosing the UK as a tourist destination has not diminished, except that international travel is not possible for objective reasons (Guang and Will, 2021). Now it seems that Chinese students are a good choice for the British tourism company. Helena did further research to determine whether Chinese international students could be the target customers that travel companies are looking for. Research shows that overseas Chinese students prefer to choose using Chinese social media such as Weibo, WeChat, Douyin (TikTok in Chinese version) and Redbook for communicate (Helena,2021). Therefore, the PR company like China Travel Outbound has advantage on Chinese digital media channels, at the same time, they have had successful experiences on Chinese Market before the pandemic. Helena’s report also points out that Chinese students not only have sufficient enthusiasm for tourism, but also have the financial ability to cover the cost of tourism, as one of the largest international student groups in the UK, Chinese students have the potential to become target groups (Helena,2021). Thus, during the outbreak, the company moved from all Chinese consumers to more focused targets for the Chinese student community. On the other hand, the influencers (KOLs) in China are unable to travel to the UK due to the travel ban caused by the outbreak, so it will be better to consider working with Chinese KOL, which lives in the UK.
The company responded quickly to the changes brought about by the outbreak in selecting potential customer targets. Therefore, in order to get to know more about the Chinese international students, the company organized a day trip for me and my classmates to the Seven Sisters National Park. After the trip, I wrote a feedback report on Chinese students for Seven Sisters National Park. Because it is a personal experience, so in the report I summarized my and my classmates’ views on scenic spots and gave some suggestions for improvement. Although my classmates and I don’t have many students and don’t represent the entire Chinese student population, this approach to engaging potential customers in marketing increases the interaction between consumers and scenic spots. An in-depth understanding of Chinese students can also make the company more stable as it changes.
Media Marketing Upgrades
Changes in the company’s business cannot completely change the current state of the UK tourism industry, and further upgrades are needed in the media campaign for what the company excels at. According to a report released by the China Internet Network Information Centre (CNNIC), as of December 2020, china’s network video users reached 927 million, an increase of 76.33 million from March 2020, accounting for 93.7% (CNNIC,2021) of the total number of Internet users. In front of such a large user base, how to choose the right Internet social platform, how to produce enough attractive content. need to be determined in practice. During the internship, the company has different forms of publicity on Weibo, WeChat, Red Book and Douyin. Comparing the feedback from the same content on different platforms can identify comparative advantages of media marketing programs.
The company has successful publicity on all platforms, and the company has its own independently operated WeChat account called英伦旅游那些事 or ‘Things about travel in the UK’. Owning an account does not mean having attractiveness and exposure, as the account has not been opened for a long time, so there are not many views and followers for the time being. Thus, KOL has become an excellent partner in media marketing, which has an attractive content and a lot of followers.
The CTO has been working with a Chinese blogger 西西里玩不停 (Sicilia) in May 2018. Sicilia has more than 1.3 million followers on WeiBo and posts high-quality content. With Sicilia sharing wonderful content about London North Eastern Railway (LNER) on social media, as well as her extreme exposure. LNER’s Weibo account has gained 10,000 followers in a month. It’s worth noting that 4,225 users have saved the blog for reference on their next trip abroad. Personal account KOL has an advantage in attracting tourists to the official account (Chinese KOL Trip from London to Scotland by Rail, 2018). So, finding an influential KOL with high-quality content is important in media marketing.
In order to further develop the marketing channel, I give assistance to China Travel Outbound, to source the KOLs and liaise with them, based on my personal understanding of Chinese social media. KOL is the key to media communication to the audience, and when I look for KOL, I follow Stuart Hall’s view of audience and identity, and choose the KOL that matches the preferences of the target group (Hall,1981, p229). I looked for three different styles of KOLs, which had different audiences, but they also had similarities, the first and biggest similarity being that they all lived in the UK and that their followers were mainly international students from China. With the help of colleagues Julie and Helena, I tried to contact them three, but for the time being only one KOL successfully worked with the company. The KOL, known as 宝哥在英国(Baoge), is a video blogger with 5 million followers on Chinese social platforms. His main content is short videos related to cultural tourism, and he regularly broadcasts them on the platform Douyin (TikTok). His content and platform are different from the other KOLs the company has partnered with. Janice is an actress, photographer and lifestyle, travel and fashion KOL living in London. She has a solid base on both Weibo and Red Books, and she posts images and text, as well as videos.
The company chose different forms of marketing for the two KOLs. Janice excelled at making graphic text, so she made three posts about her experience at Oxford, including a 12min video. Her content is mainly part of the cultural tourism, for Oxford’s museum library and other attractions for a simple introduction, the total number of views of the three posts nearly 700,000 (Chinese family influencer visits Oxford’s Gardens, Libraries and Museums, 2021). This is a very amazing achievement. In order to make it more convenient to see the effect of publicity, I made a table to show the result.
Table 1: Janice’s coverage of Oxford’s travel content has been praised on different platforms.
platform
Likes of picture and article
Likes of video
Total
Red book
252
70
322
1345
456
1801
Because different platforms also have different customer groups, the same content on different platforms can have very different results. Of course, this also has to do with the number of fans on the platform. Having more fans means having more likes.
In order to attract more tourists to travel to the UK, there is also a need for diversity in the publicity of the target audience. The way China Travel Outbound to target different attractions, select different KOLs, and publish content on as many platforms as possible to make it visible to a wider audience. Baoge is a tourist KOL, and his followers are interested in British travel.
China Travel Outbound tried a new digital media marketing model, the Live streaming. He has more than 5million followers on Chinese social media platform, such as Weibo, Red book and Douyin. And his fan base is largely overseas Chinese, with there is 20% followers are Chinese international students. the company conducted a campaign with him to promote Brighton as a tourist destination, mainly at the Royal Pavilion and a local restaurant called Riddle and Finns. Due to the company has not worked with live streaming before, there is no explanation of the effectiveness of the live streaming. However, based on Fangfang Hou et al.’s research on live streaming, we can see the potential of live broadcasting in media marketing. Baoge’s live Streaming is presented to the audience in the form of a virtual tour. Because Baoge was once a bluebadge guide in the UK, the full live streaming is like a real tour, with Baoge taking the audience to various well-known attractions and explaining. Viewers can also interact with Baoge’s questions in a timely manner through the platform. During the 1.4-hour live streaming of the Royal Pavilion, many viewers were asking for information about the attractions, a new form of interaction that increased the audience’s thirst for information about their destination. A total of 42,000 people watched the period, and received 141,000 likes, 238 gifts, while the addition of 474 fans. Unlike the promotion of pictures and videos, live streaming, due to it is more interactivity, allows viewers to be curious about their destination in a short period of time. But because of its timeliness, live streams cannot be saved by followers like a post in a picture, so that they can be used as a reference when they go to destinations. In response, the company asked Baoge to post an introductory video of local restaurants Riddle and Finns after the broadcast. The video received 10,000 likes.
Conclusion
During the Coivd-19, Britain’s tourism industry is facing huge challenges. Through the market research, the China Travel Outbound has accurately identified groups of Chinese international students who can bring a lot of consumption to the UK tourism industry today. At the same time, the company is also looking for KOL and upgrade the media publicity content, to attract more viewers. I think the way China Travel Outboard use to media promotion is worth learning from. Finding a suitable KOL can help the British tourism industry increase its influence in China, at the same time, it also raises the profile of official accounts operated by the company. With the development of communication technology, the medium of carrying information has also been improved, from the earliest text-only paper media to now can carry both the picture and sound of video. In contrast to the picture, video and live broadcast three forms of marketing, the form of live interactive, video can transmit more information, and the graphics are convenient to save for tourists as an attack. The China Travel Outbound’s mixed-promotion model is very good.
Finally, since internship placements at China Travel Outbound are not very long, some issues need to be studied in greater depth in the future. The media promotion cannot feedback on economic benefits directly. Because attractions and restaurants don’t count the number of people who go to their destinations because they saw something relevant on the Internet. British travel companies can introduce a marketing model such as combines online ticketing with live streaming in the future. This will make it easy to calculate the benefits of marketing campaigns, and it will also facilitate more in-depth research in this area in the future.
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