基于“zmhz0752”旅游微信公众平台的惠州旅游形象研究  

Research on Huizhou Tourism Projected Image Based on the WeChat Public Platform "zmhz0752"

作　　者：张补宏[1] 惠章银 

机构地区：[1]华南理工大学经济与贸易学院旅游管理系,广东广州510006

出　　处：《地理与地理信息科学》2016年第3期100-105,共6页Geography and Geo-Information Science

摘　　要：该文选择惠州旅游局官方认证微信公众号"zmhz0752"文本为数据源,以旅游目的地形象理论为支撑,结合ROSTCM6.0内容分析和Unicet5.18共现网络构建的共同运用,研究了惠州旅游官微的旅游发射形象。发现在惠州旅游官微文本中,"惠州"是目的地发射方的首要营销概念;惠州旅游官微向游客传递出"山水惠州、美食惠州、人文惠州、乡旅惠州、宜居惠州"五大主题的旅游认知形象及以"文明、特色、生态、美丽、度假、智慧、休闲"为主的旅游情感形象;同时,共现网络分析能够精准地反映出惠州旅游官微存在的若干问题。最后提出相关建议,以期能够对惠州旅游官微在旅游目的地形象构建方面提供一定的理论支撑依据。Taking the WeChat public platform ＂zmhz0752＂ of Huizhou Tourism Administration as the data source,and with the theory of tourism image model,the paper studies the tourism projected image of ＂zmhz0752＂ by combining ROSTCM6.0network content analysis and Unicet5.18co-occurrence.The result shows： ＂ Huizhou＂ is the first marketing concept; ＂zmhz0752＂ is conveying five main themes of cognitive image：Natural Huizhou,Delicious Huizhou,Cultural Huizhou,Rural Huizhou and Livable Huizhou,and the ＂civilized,distinctive,ecological,beautiful,vacation,leisure and smart＂ affective image.In addition,cooccurrence network can accurately reflect the existing problems of ＂zmhz0752＂.Finally,it is expected that Huizhou Tourism Administration could improve the projected image of WeChat public platform ＂zmhz0752＂ with the given suggestions.

关 键 词：惠州 旅游微信公众号 微信营销 旅游形象 内容分析法 

分 类 号：F592[经济管理—旅游管理]