IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-916-2_69.html

Analysis of the Impact of Online Precision Marketing on the Performance of Listed Tourism Enterprises

In: Proceedings of the 2025 4th International Conference on Public Service, Economic Management and Sustainable Development (PESD 2025)

Author

Listed:
  • Lingna Zheng

    (Chengdu Medical College)

  • Ping Hu

    (Chengdu Medical College)

Abstract

Against the backdrop of the deep integration of the digital economy and the tourism industry, online marketing has become a core means for tourism enterprises to enhance their competitiveness. This study employs a sample of 29 listed Chinese tourism companies meeting specific criteria, yielding 203 observational data points from 2018 to 2024. By combining keyword text analysis of annual reports with empirical modeling, we propose relevant theoretical hypotheses and construct a multiple regression model to systematically explore the impact mechanism of online precision marketing on the performance of tourism enterprises. The regression results demonstrate a significantly positive relationship between the level of online precision marketing and improvements in Return on Assets (ROA), a conclusion robust to a series of tests. Heterogeneity analysis reveals notable variations across different types of tourism enterprises, such as scenic spots, diversified tourism groups, and hotel-based companies. This research provides a theoretical foundation for the digital transformation of tourism firms and the formulation of precision online marketing strategies.

Suggested Citation

  • Lingna Zheng & Ping Hu, 2025. "Analysis of the Impact of Online Precision Marketing on the Performance of Listed Tourism Enterprises," Advances in Economics, Business and Management Research, in: Qihui Chen & Nazrul Islam & Zulkiflee bin Mohamed & Yahua Xu (ed.), Proceedings of the 2025 4th International Conference on Public Service, Economic Management and Sustainable Development (PESD 2025), pages 637-645, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-916-2_69
    DOI: 10.2991/978-94-6463-916-2_69
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-916-2_69. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.