基于微信公众号的滁州市旅游目的地形象研究

Research on the Image of Chuzhou’s Tourism Destination Based on the Official Account of WeChat

文章以内容分析法为基础,运用ROST软件,通过选取2017年10月到2018年3月官方微信公众平台推送的文章和用户留言分析滁州市旅游目的地形象。研究结果表明:滁州市官方微信公众号的投射形象和用户感知形象之间存在一定偏差,用户感知情绪中积极情绪高于中性情绪和消极情绪,用户感知形象较为积极。据此提出缩小形象差距、拓宽宣传渠道、注重用户反馈等有效的参考措施。

Based on the content analysis method,ROST software is employed to analyze Chuzhou tourism destination images by selecting WeChat articles and user messages which were posted from October 2017 to March 2018. The results show that there is a certain deviation between the images that the projected and that the user perceived. The positive emotion is higher than the neutral emotion and the negative emotion,and the user perception image is more positive. Based on this,some effective reference measures are put forward,such as narrowing the image gap,broadening the publicity channels and paying attention to user feedback.