四川省旅游局官方微博营销影响力评价  

A content analysis of the official weibo of Sichuan tourism administration

作　　者：侯成[1] 杨瑞风 唐勇[1] 李晓强[1] 胡蕊[1] 

机构地区：[1]成都理工大学旅游与城乡规划学院,四川成都610059

出　　处：《技术与市场》2017年第3期138-142,共5页Technology and Market

基　　金：四川省旅游业青年专家培养对象2015年度科学研究课题"四川省旅游局官方微博营销影响力评价研究"(SCTYETP2015L02);四川省哲学社会科学重点研究基地--四川旅游发展研究中心立项课题"四川入境旅游发展制约因素与市场拓展研究"(LYC14-30)

摘　　要：微博是旅游主管部门与旅游者进行互动交流的重要渠道。采取历史考察与理论分析相结合,实证研究和数据分析相渗透的方法进行研究,选取2014年四川省旅游局官方微博数据作为研究样本,分析评价其营销效果并提出建议。研究发现,活跃度在时间和类别上具有差异,原创微博量大于转发微博量,下半年微博量大于上半年微博量;互动力良好,转发数、评论数、点赞数和微博总数在一定程度上成正比;传播力在有奖转发、旅游攻略、旅游资讯相关内容相对较高。研究结论将丰富新媒体营销评价的相关研究成果,可为旅游官方微博平台营销提供决策参考。Weibo,micro- blog is an important social networking platform for interactions between tourism administration and tourists. Using content analysis,this study investigates the official Weibo of Sichuan Tourism Administration. The collected data totaling 1261 entries ranges from January to December 2014,and these include 1057 entries originally written by the Sichuan Tourism Administration and 204 entries forwarded from other sources respectively. The entries are divided into 15 groups,of which tourist destination,food and beverage,tourist information account for the largest percentage. The results reveal a temporal pattern of entries through the year. That is,the number of entries from July to December is higher than the first half of the year（ January to June）. It suggests that quick response and the wording of the reply are important to the effective interactions,and the number of the forwarded entries,comments and＂likes＂are consistence with the number of the entries in total. In addition,it implies that entries related with rewards,tourist information,tourist destination,and food and beverage have a relatively strong power of communication. In conclusion,the findings with relevant managerial and scientific significance will help making the tourist destination- marketing strategies for new media like the official Weibo.

关 键 词：微博 旅游目的地营销 内容分析 

分 类 号：F592.7[经济管理—旅游管理] F274[经济管理—产业经济]