Little Red Book, travels, tweet, attractive force, contents
Abstract
This study focuses on the factors attracting users to browse the travel category in Little Red Book’s tweets, based on the platform’s increasingly developed user-generated content (UGC) business model and the characteristics of users gradually shifting from traditional forms of receiving information to searching for travel-related information on their own. We used the questionnaire survey method to analyze users’ basic information, Little Red Book usage frequency, and preferred content for travel-related tweets. We distributed online questionnaires at random on WeChat, TikTok, and Little Red Book platforms. According to the study, the majority of users chose real and useful content, particularly thorough travel advice and accurate travel information. Furthermore, people are also quite worried about whether images and videos accurately depict the place. Users, on the other hand, like introductory and useful names that may immediately convey information about the destination. Title design is also one of the most significant indicators that can directly influence user engagement. In order to improve user engagement with travel-related material on the Little Red Book platform, businesses should concentrate on providing clear and succinct travel information, as well as ensuring a high-quality visual presentation and title design.
