5A级旅游景区微信公众号对客服务功能及其建设水平研究

Indicator System and Construction Level of WeChat Official Accounts’ Service Functions for Tourists of 5A Tourist Attractions

移动互联网发展背景下,微信公众号已成为我国旅游景区为游客提供服务的重要平台之一。该研究梳理了景区微信公众号的对客服务功能体系,利用层次分析法建构其服务功能建设水平评价指标体系,并基于此对我国259家5A级景区微信公众号服务功能建设水平进行评估。研究主要结论如下:(1)我国5A级景区微信公众号服务功能体系主要包括信息、在地服务、电子商务和交流咨询4类一级功能指标,涵盖24个二级功能指标;(2)与景区官方网站比,在地服务类功能为景区微信公众号基于移动互联网的新增功能类型;(3)旅游景区微信公众号服务功能体系各一级功能和二级功能权重均存在差异,4类一级功能中,信息类和在地服务类功能权重较高,电子商务类和交流咨询类功能权重较低,功能体系及权重构成了景区微信公众号功能建设水平的评价指标体系;(4)景区微信公众号服务功能建设水平评估结果显示,我国5A级景区微信公众号服务功能建设综合水平还有较大提升空间,且不同景区差异明显。不同类功能建设水平亦存在差异,信息类功能建设水平最高,在地服务类功能的建设水平最低。作为权重较高但建设水平最低的新兴功能,在地服务类功能应该在未来景区微信公众号建设中得到更多关注。5A级旅游景区微信公众号对客服务功能体系、功能建设水平评估指标体系及评估结果,为我国旅游景区微信公众号功能建设与服务提升提供了依据。

Along with the rapid development of mobile Internet,the WeChat official account(WOA)has developed into an important platform for aiding tourist attractions’ operators in providing services for tourists in China.This study,based on investigation and summary of the service functions for tourists of 5 A tourist attractions’ WOAs in China,uses the analytic hierarchy process to construct an evaluation indicator system for the function construction level of the WOAs.It uses data acquired through questionnaires completed by 15 experts on tourism management and WOAs.The WOAs’ function construction level for 259 5 A tourist attractions in China was then evaluated and analyzed based on the indicator system.The study results show four key findings.First,the existing functions of China’s 5 A tourist attractions’ WOAs mainly cover four categories of function:information provision,onsite services,e-commerce,and communication and consultation,composed of a total of 24 specific functions.Second,compared with tourist attractions’ official websites based on use of non-mobile terminals(i.e.,personal computers),the onsite service function category for the tourist attractions’ WOAs is a newly developed category capitalizing on the functionality of mobile terminals(i.e., smartphones).Meanwhile,the other three function categories for these WOAs are similar to the functions provided by traditional official websites of the tourist attractions.Third,both the importance weights of the four categories of function and the 24 specific functions differ.In this regard,the function categories of information provision and onsite services have higher weights of importance,while the function categories of e-commerce,and communication and consultation,have lower weights of importance.The functions and the functions’ weights of importance provide a foundation for the evaluation indicator system for the function construction level of the tourist attractions’ WOAs.Finally,evaluation of the function construction level of 5 A tourist attractions’ WOAs found that the average comprehensive function of such WOAs in China is not high,with an average score of 0.4743(less that the midpoint score of 0.5),and the comprehensive function construction levels of different scenic areas’ WOAs differ significantly(with the highest score of 0.8903 and the lowest score of 0).Apart from those,the function construction level of the four categories of functions differs for 5 A tourist attractions’ WOAs in China.In this regard,the average construction level of the information provision function is the highest,with the highest average score of 0.5859(26.08%,43.60%,48.93% higher than the average score of the other three functions,respectively),while the setting frequency of the information provision function within all5 A tourist attractions’ WOAs is also the highest,followed by the functions of e-commerce,and communication and consultation.In contrast,the average construction level and setting frequency of the onsite service function within all 5 A tourist attractions’ WOAs is the lowest,although the emerging function category of onsite service has a higher weight of importance.These findings suggest that tourist attractions in China,in operating their WOAs,should improve the construction level of functions for onsite services.The above findings and the evaluation indicator system of the function construction level of the 5 A tourist attractions’ WOAs provide support for the service function construction evaluation and practice of broader use of tourist attractions’ WOAs.This will help tourist attractions to improve services for tourists based on the service function system of WOAs.