基于熵值法的中国西南地区国家5A级旅游景区微博营销评价  

Evaluation of the Microblog Marketing of the National 5A Tourist Attractions in Southwest China Based on the Entropy Method

作　　者：刘颖 梅燕 颜梦琴 LIU Ying;MEI Yan;YAN Mengqin(College of Tourism and Urban Rural Planning,Chengdu University of Technology,Chengdu 610059,China)

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：《海南师范大学学报（自然科学版）》2020年第4期463-469,共7页Journal of Hainan Normal University（Natural Science）

摘　　要：在移动互联网时代,微博营销已成为旅游景区获取竞争优势的重要途径。文章以西南地区国家5A级旅游景区为研究对象,运用熵值法构建包括微博活跃度、微博内容覆盖度、微博传播力三个方面的国家5A级旅游景区微博营销评价指标体系,并对西南地区国家5A级旅游景区微博营销的综合评分及排名进行分析。结果表明:西南地区各省份国家5A级旅游景区微博营销发展不平衡,一些建成时间较早的国家5A级旅游景区微博平台建设更加全面,官微影响力更大,其中微博传播力的建设对景区微博营销起关键作用。文章从联合营销、提升内容丰度、开展营销活动、创新营销方式等方面提出了优化微博营销的建议。In the era of mobile internet, the microblog marketing has become an important way for tourist attractions to gain competitive advantages. The paper took the national 5 A tourist attractions in Southwest China as the research object,and constructed the national 5 A tourist attraction microblog marketing evaluation index system by using the entropy method, which includes three aspects such as microblog activity, microblog content coverage and microblog communication power. The comprehensive score and the ranking of the microblog marketing of the national 5 A tourist attractions in Southwest China were analyzed. The results showed that the situation of the microblog marketing in various tourist attractions was unbalanced. The construction of the earlier built national 5 A tourist attractions’ microblog platform was more comprehensive,and the influence of their official microblog was greater. The construction of the microblog communication power played a key role in the microblog marketing. Some suggestions such as co-marketing, improving content abundance, carrying out marketing campaign and innovating marketing mode were put forward to optimize the microblog marketing effect.

关 键 词：微博 熵值法 国家5A级旅游景区 旅游营销 西南地区 

分 类 号：K901.7[历史地理—人文地理学] F590.3[经济管理—旅游管理]