Understanding the world heritage sites’ brand diffusion and formation via social media: a mixed-method study

A comprehensive analysis of brand diffusion and formation for UNESCO World Heritage Sites (WHSs) on social media reveals that while long-term high-frequency keywords predominantly center on history and culture, short-term brand events significantly boost user-generated content. Media accounts were found to have a disproportionate influence on information dissemination compared to other account types, though follower count does not necessarily correlate with interaction levels. The study, which analyzed over 10 million posts from Sina Weibo for four Beijing sites—Palace Museum, Great Wall, Summer Palace, and Temple of Heaven—employed mixed methods including text mining, keyword analysis, and social network analysis to uncover these branding mechanisms. This holistic approach provides actionable insights for destination marketers aiming to optimize strategies for WHS promotion.

Wang, Z., Liu, W., Sun, Z., & Zhao, H. (2023). Understanding the world heritage sites’ brand diffusion and formation via social media: a mixed-method study. International Journal of Contemporary Hospitality Management, 36(2), 602–631. https://doi.org/10.1108/ijchm-02-2023-0190