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微博营销作为一种新型网络营销方式,以其特有的优势成为众多旅游景区的主要营销渠道之一。本文以新浪微博为平台,采用因子分析法构建微博运营效果评价模型,对华东地区5A级景区微博运营效果进行综合评价,结果显示华东地区5A级旅游景区微博运营效果存在明显的差异,在微博活跃度、传播度、覆盖度上还有很大的提升和发展空间,针对于此,提出了相关的建议。
Microblogging marketing as a new type of network marketing, with its unique advantages as one of the major marketing channels for many tourist attractions. This article uses Sina Weibo as a platform and constructs the evaluation model of micro-blog operation effect by factor analysis method, and makes a comprehensive evaluation on the operation effect of Weibo in 5A-level scenic spots in East China. The results show that there are obvious differences in the operation effect of Weibo in 5A scenic spots in east China , There is still much room for improvement and development in the activity, spread and coverage of Weibo, and relevant suggestions are put forward accordingly.