旅游局官博转发影响因素研究——以山东省为例

Study on the Influencing Factors of Official Micro-blog Forwarding of Tourism Bureaus——A Case Study of Shandong Province

微博日益成为旅游部门开展目的地营销的重要平台。扩大影响力是微博营销的核心,而衡量微博影响力的重要标准就是转发量。以山东省17地市的旅游局在新浪注册的官方微博为研究对象,从用户特征、文本特征和内容特征三方面出发,利用多分Logistic回归方法,探究影响旅游官博转发水平的因素及其作用方向和作用程度。结果表明:粉丝数量、关注数水平、微博信息中是否有表情、视频和链接以及不同内容类型会对转发水平产生不同程度的影响。

Micro-blog has increasingly become an important platform for tourism departments to carry out destination marketing. Expanding influence is the core of micro-blog marketing, and the im- pact measurement of miero-blog＇s influence is the amount of forwarding. The official micro-blog, reg- istered with the Tourism Bureaus of seventeen cities in Shandong Province, is the subiect of study in this paper. Starting from the three aspects of users features, text features and content features, and using Logistic regression method, the factors that influence the official micro-blog＇s forwarding level, the function direction and degree are explored. The results show that the number of fans, the level of attention, whether there is expression, video and links in micro-blog information, and different con- tent types can affect the forwarding level to some extent.