旅游景区微信公众号运营与受众偏好研究——以安徽省5A级景区为例  

Research on the Operation and Audience Preferences of WeChat Official Accounts in Tourist Attractions:A Case Study of 5A Tourist Attractions in Anhui Province

作　　者：方芳 梁睿昕 FANG Fang;LIANG Ruixin(College of Environment and Tourism,West Anhui University,Lu'an 237012,China;School of Management,Hefei University of Technology,Hefei 230002,China)

机构地区：[1]皖西学院环境与旅游学院,安徽六安237012 [2]合肥工业大学管理学院,安徽合肥230002

出　　处：《皖西学院学报》2025年第1期90-96,共7页Journal of West Anhui University

基　　金：皖西学院社科青年项目(WXSK202240)。

摘　　要：随着移动互联网和社交媒体的快速发展,微信公众号已成为旅游景区信息传播和营销的重要工具。以安徽省12家5A级旅游景区为研究对象,探讨旅游景区微信公众号的运营现状、传播影响力以及受众偏好。结果显示:安徽省12家5A级景区的13个微信公众号总体建设情况一般,6家景区仅开通服务号而未开通订阅号;安徽八里河旅游区、龙川景区月均发文未达4次,发文量过低,发文数量整体呈现两极分化。微信传播指数(WCI)测算显示:黄山旅游官方平台数值最高(802),龙川景区最低(144),13个微信公众号传播影响力普遍偏低,且差距较大,整体呈现两极分化。公众号文章受众偏好主要集中在4个方面:目的地偏好、旅游活动偏好、景区信息偏好以及出游时间偏好。With the rapid development of mobile Internet and social media,WeChat Official Accounts(WOAs)have become an important tool for information dissemination and marketing in tourist attractions.This paper takes 125A.level tourist attractions in Anhui Province as the research object,aiming to explore the operation status,communication influence,and audience preferences of their WOAs.The results are as follows:The overall development of the 13 WOAs across the 125A.level tourist attractions in Anhui Province is moderate.Six attractions have only opened service accounts but no subscription accounts.The Anhui Balihe Tourist Spot and Longchuan Scenic Spot post fewer than four articles per month on average,indicating a low volume of content.The number of articles published shows a significant polarization.The WeChat Communication Index(WCI)calculation reveals that the Huangshan Tourism Official Platform has the highest WCI value(802),while the Longchuan Scenic Spot has the lowest(144).The communication influence of the 13 WOAs is generally low,with a large gap between them,showing a clear polarization.The audience preferences for WOA articles mainly focus on four aspects:destination preferences,tourism activity preferences,tourist information preferences,and travel time preferences.

关 键 词：微信公众号 微信传播指数(WCI) 受众偏好 旅游景区 

分 类 号：F590.82[经济管理—旅游管理]