旅游官方微博运营效果对旅游产业收入的影响分析

An Analysis of the Impact of Tourism Official Microblog Operation Effect on Tourism Industry Revenue

本文基于全国25个省(市、自治区)2015-2017年旅游官方微博相关数据,通过构建两类综合性指标(活跃度、互动力)对各地旅游官微的运营效果进行评价,并将官微运营活跃度、互动力两个指标引入旅游收入的回归模型中,借助个体固定效应模型进行分析,研究发现:旅游官方微博运营效果与当地旅游收入有正向相关关系,其中官微活跃度与旅游收入增长关系不显著,官微互动力与收入增长有显著的正向关系。在此基础上,提出了提升旅游官微运营效果的建议。

Based on the data of official tourism microblogs from 2015 to 2017 in 25 provinces(municipalities and autonomous regions)of China,this paper evaluates the operation effects of tourism official microblogs by constructing two types of comprehensive indicators(activity,interaction).The two indicators of official activity and interaction are introduced into the regression model of tourism income.With the help of the individual fixed-effect model,the study found that the official tourism microblog operation effect is positively correlated with local tourism income.The relationship between activity and tourism income growth is not significant,and the official microblog interaction has a significant positive relationship with income growth.On this basis,suggestions were made to improve the official microblog operation effectiveness of tourism.