PolyU Study Finds Right Audience Critical for Destination Marketing Mini-Movies

The Hong Kong Polytechnic University | March 28, 2018

Destination marketers interested in how to produce effective mini-movies to market travel destinations need to ensure that they target the right audience, according to BSc graduate Tianyi Gong and Dr Vincent Tung of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University. In a recently published research paper, the researchers observe that mini-movies are an increasingly popular and effective form of advertising, but many current efforts are missing the mark. In some circumstances mini-movies may actually have the opposite of the intended effect on the destination's image. Mini-movies have recently beco...