国内旅游局微博应用现状研究

The Application Status of Domestic Tourist Boards on Micro-blog

微博作为Web2.0的典型代表,已引起旅游管理部门的广泛关注。本文以大陆31家省级旅游局官方微博2015年全年的博文数据为研究样本,采用内容分析法对其进行分析和挖掘,归纳出概况类、特色类、服务类、生活类4个大类,并形成了目的地概况、新闻资讯等14个具体类目。在此基础上展开分析,发现粉丝对不同类目的微博反馈有所不同,且不同旅游局官方微博在信息内容选择上也存在差异。因此,本文提出旅游局在开展微博应用时应制定微博管理制度,加强微博形象建设,宣传特色旅游,强化粉丝服务能力。

As the typical representative of Web2.0 services, micro - blog has caused wide public concern of tourist boards. This study use the data of all the provincial travel administrations＇ micro - blog accounts in 2015, applying content analysis method to conclude all the blogs into four categories, like overview category, professional category, funny category and living category. Furthermore, we develop them into specific 14 categories. On the basis of the above, we found that the fans behave differently in response to different categories and the official Weibo are different in the selection of the information. Therefore, we propose that the administrations should formulate operation management instructions, reinforce images building, propagandize characteristic tourism and enhance ability for fans service.