基于IPA评价的旅游微信营销满意度研究—以微信公众账号HebeiTourism为例  

Importance-performance Analysis of the Satisfaction of Tourism We Chat Marketing:Taking Hebei Tourism We Chat Public Accounts as Example

作　　者：姚丽芬[1,2] 李庆辰[3] 

机构地区：[1]中国矿业大学管理学院,江苏徐州221116 [2]河北经贸大学旅游学院,石家庄050061 [3]河北省科学院地理科学研究所,石家庄050016

出　　处：《湖北农业科学》2015年第18期4630-4634,共5页Hubei Agricultural Sciences

基　　金：河北省社会科学发展研究课题民生调研专项(201401136);河北省社会科学基金项目(HB13GL037)

摘　　要：从微信用户满意的角度出发,构建了旅游微信营销满意度测评指标体系,并以河北省旅游局微信公众账号HebeiTourism的微信营销为例,采用重要性-绩效复合分析(IPA)工具,对该指标体系的20项满意度因子进行了评价。结果显示,河北旅游微信公众账号的微信营销在"界面布局清晰、界面易于浏览、个人信息的安全性、推送信息准确、推送信息及时、推送信息真实可信、推送信息详细全面、信息对我出行有帮助"等多数特征项目上的实际感知和期望均得到用户的肯定;但是,在"界面能够体现河北旅游特点、隐私受到保护、界面自助信息使用方便快捷"等方面用户的满意度和期望值较低,是今后工作改进的重点。From the view of Wechat user satisfaction, the evaluation index system for the satisfaction of Hebei tourism We Chat marketing was re-conceptualized. Taking Hebei Tourism—— the tourism We Chat public accounts of Hebei tourism administration as an example, and using importance-performance analysis（IPA）, the 20 key factors of the system were evaluated. Results showed that, for most of the factors, actual perception and exception exceeded importance, and no management attention was required. But for aspects of Hebeitourism characteristics and privacy protection, interface self-help information＇s fast and convenient to use, user satisfaction and perception was lower than importance, in future work it＇s needed to lay more emphasis on improving these aspects.

关 键 词：旅游 微信营销 满意度 微信公众账号 IPA 

分 类 号：F062.5[经济管理—政治经济学] F063.2