This document summarizes research on using humor in tourism marketing on social media. It presents the following key points: 1) Humor can enhance marketing efforts by drawing attention, building relationships, and facilitating interactions. However, the effectiveness of humor in social media contexts requires further empirical study. 2) The research aims to examine how humor influences customer engagement, as measured by likes, comments, and shares, on tourism marketing posts on Chinese social media. 3) A theoretical model is proposed relating humor, product focus, and message complexity (length, lexical density, multimodality) to customer engagement. Data from Shandong tourism posts will be analyzed to test hypotheses about these relationships.