旅游目的地微博形象及其提升策略研究

Research on the Microblog Based Tourism Destination Image and Its Promotion Strategy

本文选取自然类、人文类和主题公园类共6个国家5A级旅游景区,以微博用户发表的旅游目的地相关内容为研究对象,采用内容分析法从情感倾向和评价角度等方面探究了不同旅游目的地的正面和负面微博形象,并提出"借助微博获取游客反馈,宣传旅游目的地形象"、"举办赛事、节事活动,展现旅游魅力"、"加强区域合作,建立整合营销机制"、"提升旅游设施要素,保持旅游形象特色"等微博形象提升策略。

Taking six national 5A tourist attractions that belong to different types as an example,this paper paid special attention to tourists＇ micro- blogging contents related to these tourism destinations. A content analysis was performed to explore the positive and negative microblog based tourism destination image from the point of sentiment orientation and focus of evaluation. Promotion strategies of tourism destination image were put forward such as： acquiring tourists＇ feedback through microblog and promoting tourism destination image, organizing events and festival activities and showing the charm of tourism destination, strengthening regional cooperation and establishing integrated marketing mechanism, elevating tourism facilities and preserving the feature of tourism image.