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Blogs and microblogs became popular in recent years among people who would like to share their travel experiences online. This is a phenomenon which marketers are interested in but know very little about. This exploratory study analyzes blog and microblog contents created by mainland Chinese visitors sharing their Hong Kong experiences, with the objective of gaining insights into how bloggers communicate their travel experiences and how this could help market a destination. Three hundred blog posts and 300 microblog posts are analyzed. Research results indicate a generally positive image of Hong Kong as a destination among the mainland Chinese bloggers. The study also profiles the bloggers by their usage pattern and identifies opportunities for using the social media for destination marketing purpose. While the case study is about Hong Kong, the research method and blogging patterns identified would also apply in other destination situations.

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