本文選題：旅游 + 官方微博　； 參考：《廈門大學(xué)》2014年碩士論文

【摘要】：隨著數(shù)字時(shí)代的到來和微博的快速發(fā)展,微博在旅游營銷中的應(yīng)用越來越普遍,為旅游營銷帶來了新的變革和發(fā)展契機(jī)。旅游業(yè)是集吃、住、行、游、購、娛為一體的產(chǎn)業(yè)集群,它在區(qū)域經(jīng)濟(jì)發(fā)展中的巨大作用使得各地區(qū)紛紛出臺(tái)扶持政策,并逐漸形成了地方政府主導(dǎo)旅游業(yè)發(fā)展的格局。各地旅游政府部門紛紛構(gòu)建旅游市場網(wǎng)絡(luò)營銷平臺(tái),旅游業(yè)政府微博大量涌現(xiàn),初步建立起了旅游局官博體系,并吹響了旅游微博營銷的集結(jié)號(hào)。 微博營銷已經(jīng)成為政府旅游營銷的重要手段,如何拓展微博營銷價(jià)值空間,打贏這場戰(zhàn)役,是企業(yè)面臨的主要挑戰(zhàn)。以往的研究更多地集中在微博的特性、微博在旅游業(yè)中的應(yīng)用研究、政務(wù)微博研究。有關(guān)旅游官方微博營銷策略的研究也多是定性分析和歸納概括,運(yùn)用量化方法進(jìn)行個(gè)案研究的并不多見。 本文采用內(nèi)容分析法,以山東省旅游局官方微博為研究對象,探討旅游業(yè)政府微博在發(fā)布節(jié)奏、內(nèi)容建設(shè)、形式設(shè)計(jì)、節(jié)事旅游宣傳方面的運(yùn)營思路,提出在發(fā)布頻率上堅(jiān)持24小時(shí)不間斷發(fā)博,在內(nèi)容選擇上堅(jiān)持專業(yè)性、多樣性、趣味性、實(shí)用性相結(jié)合的原則,在發(fā)布形式和發(fā)布技巧上,堅(jiān)持運(yùn)用多媒體手段、多樣化的互動(dòng)方法、活潑化的微博語言的思路。并結(jié)合網(wǎng)絡(luò)口碑傳播的5T理論,提出組建微博運(yùn)營團(tuán)隊(duì)進(jìn)行內(nèi)容建設(shè)、借勢熱門話題和名人效應(yīng)、依靠政府微矩陣及多渠道資源整合、巧用接觸點(diǎn)、依托大數(shù)據(jù)營銷的微博傳播策略,對旅游官方微博的運(yùn)營有一定的指導(dǎo)意義和借鑒價(jià)值。同時(shí)在節(jié)事旅游熱背景下,提出微博為節(jié)事旅游營銷服務(wù)的三種形式：活動(dòng)宣傳、線上抽獎(jiǎng)、新媒體聯(lián)動(dòng)。
[Abstract]:With the advent of the digital age and the rapid development of Weibo, the application of Weibo in tourism marketing is becoming more and more common, which brings new changes and development opportunities for tourism marketing. Tourism is an industrial cluster which integrates eating, living, traveling, shopping and entertainment. Its enormous role in the development of regional economy has made all the regions issue supporting policies one after another, and gradually formed the pattern of local government leading the development of tourism. Tourism government departments have set up a network marketing platform, tourism government Weibo has emerged in large numbers, initially established the official blog system of tourism bureau, and sounded the number of tourism Weibo marketing aggregation. Weibo marketing has become an important means of government tourism marketing. How to expand the value space of Weibo marketing and win this battle is the main challenge faced by enterprises. Previous studies have focused more on the characteristics of Weibo, the application of Weibo in tourism, and the study of government Weibo. The research on tourism official Weibo marketing strategy is also qualitative analysis and summary, the use of quantitative method for case study is rare. This paper adopts the content analysis method, taking the official Weibo of Shandong Tourism Bureau as the research object, probes into the operation thought of the tourism government Weibo in the aspects of publishing rhythm, content construction, form design, and tourism promotion. The paper puts forward the principle of combining professional, diverse, interesting and practical in the distribution frequency, insisting on the application of multimedia means in publishing form and skills, and insisting on the principle of combining professional, diverse, interesting and practical in content selection. A variety of interactive methods, lively Weibo language ideas. Combined with the 5T theory of network word-of-mouth dissemination, this paper proposes to set up a Weibo operation team for content construction, seize the hot topic of opportunity and celebrity effect, rely on the government micro-matrix and multi-channel resource integration, and use contact point skillfully. Relying on the Weibo communication strategy of big data marketing, it has certain guiding significance and reference value to the operation of tourism official Weibo. At the same time, under the background of festival tourism fever, this paper puts forward three forms of Weibo service for festival tourism marketing: campaign publicity, online lottery, and the linkage of new media.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：D63;F592.7

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