Switzerland is one of the most desirable European destinations for Chinese tourists, a better understanding of Chinese tourists is essential for successful business practices. In China, the largest and leading social media platform – Sina Weibo, has more than 600 million users. Weibo’s great market penetration suggests that tourism operators and markets need to understand how to build effective and sustainable communications on Chinese social media platforms. The goal of this research is to understand Chinese tourists’ behaviors and patterns in Switzerland by adopting a linked data approach on Sina Weibo, and to design a decision support system based on the findings.