地球仓民宿新媒体营销传播效果的影响因素研究  

Research on Influencing Factors of New Media Marketing Communication Effect of the Earth Warehouse Homestay

作　　者：伍蕾[1] 湛琪 李捷 WU Lei;ZHAN Qi;LI Jie(School of Tourism,Hunan Normal University,Changsha 410081,Hunan,China)

机构地区：[1]湖南师范大学旅游学院,湖南长沙410081

出　　处：《旅游研究》2023年第1期43-55,共13页Tourism Research

基　　金：湖南省社科成果评审委项目“酒店社群生态圈多主体价值共创研究——基于数字化赋能视角”(XSP21YBC084)。

摘　　要：凭借操作方便快捷、信息实时互动等优势,新媒体营销逐渐崛起,成为企业扩大品牌影响力、提升用户购买力的新营销方式。以地球仓民宿潜在用户为研究对象,基于使用与满足理论,采用文献研究法和数理统计法对地球仓民宿新媒体营销的传播效果进行研究。结果表明:用户使用地球仓民宿新媒体的认知需求动机正向影响用户的使用满意度;用户使用地球仓民宿新媒体的满意度正向影响其积极的行为表现;地球仓民宿新媒体营销的传播效果有待提高,可通过重视主题选择、加强原创制作、优化整合营销等措施达到理想的传播效果。With the advantages of convenient operation and real-time interaction of information, new media marketing has gradually emerged, becoming a new marketing method for enterprises to expand brand influence and enhance users’ purchasing power. This paper takes the potential users of Earth Warehouse Homestay as the research object, based on the theory of use and satisfaction, using the literature research method and mathematical statistics method to study the communication effect of the new media marketing of Earth Warehouse Homestay. The results show that: the cognitive demand motivation of users using the new media of Earth Warehouse Homestay positively affects the user’s satisfaction with the use of the new media;the user’s satisfaction with the new media of the Earth Warehouse Homestay positively affects its positive behaviour;the communication effect of the new media marketing of the Earth Warehouse Homestay needs to be improved, and the desired communication effect can be achieved by expanding professional talents, improving content quality, stimulating user participation, and optimizing integrated marketing.

关 键 词：新媒体营销 传播效果 认知需求 地球仓民宿 

分 类 号：F59[经济管理—旅游管理]