基于扎根理论的古村镇旅游地微博营销路径研究

Study on Marketing Path of Weibo in Ancient Villages and Towns Tourism Destinations Based on Grounded Theory

以"2017最受网民喜爱的十大古村镇"为研究对象,运用质性研究法的扎根理论对我国十大古村镇官方旅游微博文本进行编码分析,构建古村镇旅游地微博营销路径的概念模型。结果发现,十大古村镇主要从形象塑造-营销推广-客户关系管理三个层面进行营销宣传,即:①从物质形象、服务形象、管理形象、社会形象四个维度塑造良好的旅游形象以激发旅游者旅游动机。②利用公关宣传、软文资讯和口碑传播等营销推广活动促进旅游者旅游行为的产生。③实施有效的客户关系管理来维持旅游地与旅游者之间的互动关系,提高旅游者的满意度与忠诚度。

Taking "the top 10 ancient villages and towns favorited by netizens in 2017"as research objects,used the grounded theory to encode and analyzed the official microblogging texts and constructed the conceptual model of the microblog marketing path. The results showed that the top ten ancient villages and towns mainly carried out marketing publicity from the following three aspects: Image shaping-marketing promotion-customer relationship management.①Creating good tourist image from the four dimensions of material image,service image,management image and social image could stimulate tourists’ motivation.②Facilitating tourists could go travel through marketing and promotion activities such as public relations,soft information and word of mouth.③Implementing effective customer relationship management could maintain good relationship with tourists and improve tourists’ satisfaction and loyalty.