旅游政务机构微博营销研究——以广西旅游局为例  

On the Microblog Marketing of Tourism Administrative Institutions——Taking Guangxi Tourism Bureau as an Example

作　　者：王明珠[1] 程道品[2] 段文军[1] 

机构地区：[1]桂林理工大学旅游学院,广西桂林541001 [2]梧州学院,广西梧州543002

出　　处：《中南林业科技大学学报（社会科学版）》2014年第2期4-7,14,共5页Journal of Central South University of Forestry & Technology（Social Sciences）

摘　　要：互联网已经全面进入微博时代,旅游政务机构通过微博提供旅游资讯、旅游活动、游记、美食、天气等信息,与粉丝们共享并积极互动,从而更好地打造旅游品牌形象。以广西旅游局新浪官方微博为例,通过对微博内容与互动情况的研究以及与山东旅游局新浪微博的横向对比分析,得出营销存在诸多问题,比如话题较单一,宣传不够深入,互动较稀少,沟通不够高效,形式较单调,内容不够本土化等。基于社交互动进行关系营销,依托当地人进行内生式营销,借助内外部资源进行整合营销,运用流行时尚语进行湿营销等改进策略,对旅游政务机构微博营销有积极意义。Intemet has been featured by the era of microblog. Tourism administrative institutions provide tourism information, tourism activities, travel, food, weather and so on, to share with fans and positive interaction, in order to create tourism brand image. Taking the Sina Microblog of Guangxi Tourism Bureau official as an example, through the research on the microblog content and interaction, the horizontal contrast analysis of the official Sina Microblog of ShanDong Tourism Bureau, the paper explores the Guangxi Tourism Bureau＇s microblog marketing problems, such as： the topic lacks variety and the propaganda is not fully in-depth; the interaction is scare and the communication is not efficient; the form is monotonous and the content is inadequate localization. The paper puts forward microblog marketing strategies： relationship marketing based on social interaction; endogenous marketing relied on the local; integrated marketing with internal and external resources; wet marketing with fashion language, in order to provide reference for the tourism administrative institutions microblog marketing.

关 键 词：旅游政务机构 微博营销 广西旅游局 

分 类 号：F592[经济管理—旅游管理]