基于CiteSpace的酒店社交媒体营销国内外对比研究

A Comparative Study of Hotel Social Media Marketing at Home and Abroad Based on CiteSpace

本研究通过CiteSpace工具对酒店社交媒体营销研究进行对比。国内研究聚焦于酒店、科技、福建省及顾客忠诚度等本土特色,近年呈逐步增长趋势。相比之下,国外研究早期水平较高,广泛涉及机器学习、在线评论、社交网络站点、品牌忠诚度等全球性关键词。研究热点上,国内更注重本土实际应用,国外更关注全球性技术、用户体验和企业策略。CiteSpace的知识图谱清晰呈现了酒店社交媒体营销领域的发展趋势、主要研究方向及关键学者机构,为未来研究提供了有益指导。This study uses CiteSpace tool to compare the research on hotel social media marketing. Domestic research focuses on local characteristics such as hotels, technology, Fujian Province, and customer loyalty, which has gradually increased in recent years. In contrast, the early level of foreign research is higher, and it extensively involves global keywords such as machine learning, online reviews, social networking sites, and brand loyalty. In terms of research hotspots, China pays more attention to local practical applications, while foreign countries pay more attention to global technology, user experience and enterprise strategy. The knowledge graph of CiteSpace clearly presents the development trend, main research directions and key scholar institutions in the field of hotel social media marketing, providing useful guidance for future research.