Table 1 Comparison of social media operation characteristics at five cultural heritage sites (2023–2024).

From: Social media marketing and digital influence for visitor flow management in sustainable heritage tourism

Site

Daily posts (average)

Heritage knowledge content (%)

Interactive content (%)

Visual display content (%)

Official account engagement rate

KOL account engagement rate

Forbidden City

2.8

43%

25%

32%

3.1%

9.2%

Giant Wild Goose Pagoda

2.3

18%

37%

45%

2.5%

10.3%

Terracotta Warriors

2.1

35%

28%

37%

2.2%

8.1%

Temple of Heaven

1.8

38%

30%

32%

1.9%

7.6%

Mogao Grottoes

1.5

67%*

15%

18%

1.8%

7.3%

  1. *Note: 67% of Mogao Grottoes content consists of reservation reminders and visiting guidelines.
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