微博在旅游网络营销和管理的应用初探

An Initial Discussion about the Application of Microblogging on Network Marketing and Management

随着微博在国内的迅猛发展,旅游微博作为一种新型的网络营销和管理方式引起各界的关注。以新浪微博平台为案例,从内容、用户、微博主体角度描述了旅游微博发展现状,分析其类型及营销特点,针对旅游微博在网络营销和管理中存在的问题,从与旅游目的地营销相结合、打造旅游微博集群化平台、重视意见领袖的作用、关注用户的反馈和兴趣偏好、加强旅游信息的细分化传播等5个方面提出一些建议。

In the information age, social media has an important influence on social development. Microblogging is an important component of social media, and it is a platform of tourism management and marketing, and gets more and more attention. Tourism Microblogging emerged and got rapid development. In this paper, taking Sina microblogging for example, from the con- tent, the user, the body of mieroblogging describes the current development of tourism microblogging, it analyses the characteris- tics of tourism microblogging in comparison to the other marketing medium, and raises the outlook to future development of tourism mieroblogging. Finally it discusses some issues on tourism microblogging.