江苏省旅游政务微信公众号平台应用与评价研究

Research on the Evaluation of Tourism Administration WeChat Official Accounts Platform Application in Jiangsu Province

基于微信公众号强大的流量传播能力,运用微信传播指数模型,定量评价江苏省13个城市及其所辖县区旅游政务微信公众号的运营水平和传播热度,分析它们的发展差异与影响因素。结果显示:江苏省13个市的旅游行政管理部门全部开通微信公众号,所辖县区开通率为53.1%,其中无锡市县区开通率最高(85%),南通市最低(20%);江苏省旅游政务微信公众号整体应用水平国内领先,所辖市旅游政务微信公众号运营水平和传播热度普遍高于全国均值;县区旅游政务微信公众号应用水平呈5个梯队分布,呈现“苏南→苏北→苏中”从第一梯队至第五梯队逐层递减的显著空间分异特征,其中苏州常熟最高,镇江丹徒区最低。微信公众号运营水平与各地旅游发展以及地方政府在旅游政务信息化建设中的强推动作用有直接关联。

Under the background of globalization and informatization,WeChat and its official accounts platform have become one of the hottest new media in tourism product promotion and marketing.The opening and operation level of WeChat official accounts in local tourism administration can effectively measure the development of tourism and the level of tourism informatization.Based on the strong capacity of WeChat Communication Index,this paper quantitatively evaluated the operation level and transmission heat of WeChat official accounts in 13 cities and their counties/districts of Jiangsu Province,and then analyzed their development differences and influencing factors.The results show that all the tourism administrative departments of 13 cities in Jiangsu Province have opened WeChat official accounts,and the opening rate of their counties and districts is 53.1%.Among them,Wuxi has the highest opening rate(85%)and Nantong has the lowest opening rate(20%).The overall application level of WeChat official accounts in Jiangsu Province is in the lead in China.The application level of WeChat official accounts in tourism administration of the counties/districts is distributed in five echelons,showing the significant spatial differentiation characteristics of“South Jiangsu→North Jiangsu→Central Jiangsu”from the first echelon to the fifth echelon,among which Changshu in Suzhou is the highest and Dantu District in Zhenjiang is the lowest.Besides the two major factors of tourism development and economic development,the operation level of WeChat official accounts is directly related to the strong role of local governments in the construction of tourism government informatization.