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

—Empirical Evidence Based on Text Analysis of Annual Reports of Listed Companies

DOI

10.2991/978-94-6463-916-2_69How to use a DOI?

Keywords

online precision marketing; tourism enterprise performance; text analysis; digital transformation; empirical research

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.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Lingna Zheng
AU  - Ping Hu
PY  - 2025
DA  - 2025/12/22
TI  - Analysis of the Impact of Online Precision Marketing on the Performance of Listed Tourism Enterprises
BT  - Proceedings of the 2025 4th International Conference on Public Service, Economic Management and Sustainable Development (PESD 2025)
PB  - Atlantis Press
SP  - 637
EP  - 645
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-916-2_69
DO  - 10.2991/978-94-6463-916-2_69
ID  - Zheng2025
ER  -