The study of strategies for promoting travel brands on the social media platform from the point of view of semiotics – using the example of Harbin tourism on TikTok

the advent of social media platforms has completely changed the way travel brands interact with audiences around the world. TikTok, as one of the fastest growing platforms, offers the perfect space for dynamic and creative interaction. This article analyzes the strategies for promoting tourism in Harbin on TikTok, with special attention paid to the use of visual, textual and auditory tools to create a fascinating story. The purpose of the article is to study the semiotic components and their impact on the perception of travel branding by the audience in the modern era of digital media. TikTok, with its young audience and emphasis on creativity and musicality, is becoming a key tool for travel brands seeking to attract the attention of young travelers. By using hashtags such as #TikTokTravel and creating content that evokes emotion and inspires travel, brands can effectively promote their travel products and services. The article explores how these strategies can be adapted to promote Harbin as a tourist destination, emphasizing the importance of understanding the target audience and adapting content to their needs. In addition, the article examines the role of influencers and user-generated content in efforts to promote tourism in Harbin, as well as the impact of TikTok algorithms on content visibility and engagement. The article provides an in-depth analysis of how TikTok can be used to effectively promote tourism in Harbin, and how the semiotic components of the content affect the perception of the brand by the audience in the digital media age.

travel brand, social media, semiotics, content promotion