国际旅游营销的社交媒体传播效果指标体系研究

Research on the index system of social media communication effect in international tourism marketing

近年我国各级旅游目的地都非常重视开展境外社交网络营销传播,然而目前对传播效果的评估还缺少系统性的指标评价体系。文章以国际旅游营销效果评价的特殊性为思路引领,以传播互动和传播效果作为研究框架,构建了由产出力、沟通力、传播力和吸引力四大维度组成,涵盖二级指标11项和三级指标33项的综合性指标评价体系;选取北京和苏州的境外旅游官方账号作为研究案例,运用该指标体系做初步的实证检验。结果表明,两地所开展的国际旅游营销传播各有专长,均处于国际化发展的提速时期。

More and more tourism cities have carried out social network marketing communication in recent years.However,there is still short of systematic index evaluation system for communication effect evaluation.Based onparticularity of international tourism marketing effect evaluation,this study applied the theoretical frame about“Interactive Communication”and“communication effect”to build a comprehensive index evaluation system.This index system includes 4 dimensions(output,communication,propaganda and attraction),11 second-grade indexes and 33 third-grade indexes.The official accounts of overseas tourism in Beijing and Suzhou were chosen as the cases.The index system was applied for preliminary experiment.The results indicate that two cities have their own specialties in international tourism marketing communication,and both are in the acceleration period of international development.