Social media marketing and digital influence for visitor flow management in sustainable heritage tourism.

ABSTRACT: Chinese cultural heritage sites face severe overtourism challenges, necessitating innovative management approaches. This study examines associations between social media marketing and visitor flow management and its potential contribution to sustainable heritage tourism. Through empirical analysis of five major Chinese sites (Forbidden City, Temple of Heaven, Giant Wild Goose Pagoda, Terracotta Warriors, and Mogao Grottoes), combining 507 visitor questionnaires with 100,000 social media posts, this research employs PLS-SEM modeling to examine dual pathways of association. Findings reveal that 78.3% of tourists rely on social media information for itinerary planning, with 67.4% willing to adjust visit timing based on real-time crowd information. Path analysis identifies a cognitive-informat

SUBMITTER: Shen C 

PROVIDER: S-EPMC12756228 | biostudies-literature | 2025 Dec

REPOSITORIES: biostudies-literature