Influencers' role in culture, tourism underlined at forum

Experts at the 2024 "Family of Maritime Silk Road" ASEAN online celebrity conference in Haikou, Hainan province, commended the role of internet celebrities in enhancing brand recognition and societal impact within the cultural and tourism sector.

Huang Xiaoqin, associate professor and director at the center for Sino-foreign cooperative programs and chief researcher of the center for British studies, Communication University of Zhejiang, highlighted influencers' unique strengths in boosting the popularity of cultural tourism.

"The directness and immediacy of internet celebrities allow for swift responses to market dynamics and consumer needs, establishing direct connections with audiences through social media," Huang said.

At a roundtable dialogue, she further explained how influencers' precise positioning within specific interest areas enables targeted marketing strategies tailored to distinct follower demographics, enhancing market positioning accuracy.

Xie Jiangbo, founding partner of Xinhua Tongyun Group, underscored the importance of matching key opinion leaders in online marketing for the cultural tourism industry. Xie suggested selecting internet users with corresponding target audiences, such as adventure-seeking YouTubers for promoting natural landscapes and food Instagrammers for sharing local specialties.

Xie said influencers have the opportunity to collaboratively design content with internet users, such as engaging them in experiences like surfing programs or exploring Li ethnic culture in Hainan, which can boost the authenticity and appeal of the content.

Vietnamese influencer VI Bella, who has 3.2 million followers on TikTok and more than 5 million followers all over the internet, emphasized the significance of understanding target markets and cultural backgrounds to conduct precise promotions in the cultural and tourism sector.

"Cooperation with local enterprises and scenic spots is very important, which can not only provide more valuable resources and information, but also make the promotion more targeted and effective," she said.

Jeremy Grinan, overseas communication officer at the Hainan International Media Center and Hainan tourism recommendation officer, specifically highlighted the benefits of leveraging influential personalities and professionals from various fields to foster cultural exchange and collaboration between Hainan and markets in the Association of Southeast Asian Nations.

Thai internet celebrity Muangphum Harnsiripetch, an overseas Chinese in Thailand, expressed a keen interest in promoting Hainan's culinary delights in Thailand, leveraging his travel agency and online posts to engage followers and organize trips across China.

Chinese internet personality Luo Ling, better known as Xiaoling's Travelogue and boasting over 220,000 followers on Douyin, echoed the sentiment, emphasizing the importance of cross-cultural exchanges with ASEAN internet celebrities to showcase Hainan's cultural heritage on an international stage.

"The conference serves as a platform for mutual learning and appreciation of diverse beauty among influencers from different regions. We can collaborate on planning tourism and cultural marketing together to create value in the internet economy," Luo said.

Hainan is fostering global connections, particularly with ASEAN as a pivotal partner, displaying an unparalleled level of openness, said Su Qiya, deputy director of the department of tourism, culture, radio, television and sports of Hainan.

In recent years, Hainan has been a key hub linking China and ASEAN member countries, actively organizing cultural and tourism activities to enhance economic and trade cooperation. "ASEAN has remained Hainan province's top trading partner for three consecutive years," Su said.

He noted that in the realm of data exchange, Hainan has engaged in collaborative data initiatives with ASEAN countries, delving into the advancement and leveraging of data reservoirs, infusing fresh vigor into digital economic progress. He added that Hainan has been championing traditional Chinese culture and the unique cultural tapestry of the island province while enhancing cultural interactions and partnerships with Southeast Asian countries.

chenbowen@chinadaily.com.cn