江西旅游目的地微信傳播策略研究
發(fā)布時(shí)間：2018-09-08 08:11
【摘要】：隨著信息化技術(shù)的不斷發(fā)展和消費(fèi)者旅游行為的變化,旅游信息的發(fā)布和傳播方式發(fā)生了深刻的改變,傳播內(nèi)容及受眾、傳播平臺(tái)及終端、傳播渠道等在新媒體時(shí)代得到了優(yōu)化。為了更好地實(shí)現(xiàn)旅游信息的傳播,傳統(tǒng)的旅游業(yè)迫切需要尋找一種適應(yīng)當(dāng)前游客需要的信息傳播媒介,以此來實(shí)現(xiàn)智慧旅游的目的。因此,旅游目的地微信平臺(tái)應(yīng)運(yùn)而生。旅游目的地微信立足于微信平臺(tái),充分享有微信使用人群廣,使用頻率高等優(yōu)勢,使旅游信息的傳播打破了時(shí)空的限制,適應(yīng)了當(dāng)前游客的迫切需要。此外,旅游目的地微信根植于智能手機(jī)和微信兩個(gè)平臺(tái),其便捷性、即時(shí)性和突破地域限制性等優(yōu)勢是傳統(tǒng)旅游信息傳播方式無法比擬的。本研究立足于移動(dòng)互聯(lián)網(wǎng)和大數(shù)據(jù)的時(shí)代背景,以“使用與滿足”理論模式為根基,通過卡茨等人提出的媒介接觸和使用的需求五大類(認(rèn)識(shí)需求,情感需求,個(gè)人整合需求、社會(huì)整合需求和舒緩壓力需求)和路易斯和克萊恩指出的滿足程度體現(xiàn)的兩個(gè)指標(biāo)(現(xiàn)實(shí)需求和期望需求),構(gòu)建新的量化研究模式。研究通過問卷的方式統(tǒng)計(jì)研究數(shù)據(jù),最后以數(shù)據(jù)分析的形式探討在該模式下游客使用廬山微信公眾號(hào)獲取信息的滿足程度,結(jié)果表明,此次調(diào)查的游客滿足程度傾向于期望需求,即滿足程度較高,但是舒緩壓力等方面的需求滿足程度最低。本研究選取江西省5A級自然旅游景點(diǎn)廬山和4A級人文旅游景點(diǎn)滕王閣微信傳播策略為研究方向,通過模型構(gòu)建和數(shù)據(jù)分析探討游客使用微信的情況對其需求滿足的影響程度,并構(gòu)建廬山微信傳播使用與滿足的模型,在此基礎(chǔ)上探析旅游目的地微信傳播的問題,并提出相應(yīng)的應(yīng)對策略。本研究著眼于廬山旅游景區(qū)和滕王閣旅游景區(qū)微信傳播這一焦點(diǎn)上,希望通過研究兩地微信傳播的情況輻射江西乃至全國,嘗試性地提出旅游目的地微信傳播的基本策略。本文的研究對象為廬山和滕王閣旅游景區(qū)的官方微信公眾號(hào),通過對兩地的微信傳播情況進(jìn)行研究,可以為江西省乃至全國的旅游目的地微信運(yùn)營提供有效的建議,從而提升江西乃至全國微信傳播與營銷的效果,帶動(dòng)區(qū)域旅游經(jīng)濟(jì)和全國旅游業(yè)的發(fā)展。同時(shí),對旅游目的地微信傳播的研究順應(yīng)了時(shí)代的潮流,新新媒體運(yùn)用到旅游信息傳播中已經(jīng)成為時(shí)代的趨勢,這將開啟旅游信息傳播的新媒體時(shí)代。旅游目的地微信作為一種新型的旅游信息傳播的媒介,在其發(fā)展過程中不可避免地會(huì)存在一定的問題,這些問題會(huì)掣肘旅游目的地微信的健康發(fā)展。在旅游目的地微信信息傳播過程中,信息量大而不精可能會(huì)對游客產(chǎn)生麻醉和依賴現(xiàn)象,同時(shí)謠言等不良的言論也可能趁著旅游目的地微信發(fā)展不成熟而大肆傳播。此外,在對廬山微信公眾號(hào)的調(diào)查中發(fā)現(xiàn),游客的互動(dòng)程度普遍不高,這可能和平臺(tái)技術(shù)不成熟或創(chuàng)新意識(shí)缺乏有關(guān),而旅游信息傳播或多或少存在著一定的商業(yè)性,監(jiān)管和法制建設(shè)不健全也有可能出現(xiàn)過度營銷的現(xiàn)象。為了促進(jìn)旅游目的地微信平臺(tái)和諧健康的發(fā)展,一方面要營造良好的傳播環(huán)境,提升游客的媒介素養(yǎng),另一方面還要提升平臺(tái)的技術(shù)能力和創(chuàng)新性,加強(qiáng)監(jiān)管力度和法制建設(shè),以促進(jìn)旅游目的地微信平臺(tái)的健康、有序、穩(wěn)定發(fā)展。
[Abstract]:With the continuous development of information technology and the change of consumer's tourism behavior, the issuance and dissemination of tourism information have undergone profound changes. The dissemination content and the audience, the dissemination platform and terminal, the dissemination channel and so on have been optimized in the new media era. Therefore, the tourist destination Weixin platform emerges as the times require. Based on Weixin platform, the tourist destination Weixin fully enjoys the advantages of wide users and high frequency of using Weixin, which makes the dissemination of tourist information break the limitation of time and space and adapt to the situation. In addition, the advantages of convenience, instantaneity and breaking through geographical restrictions of Weixin, which is rooted in the two platforms of smartphone and Weixin, are incomparable with the traditional ways of tourism information dissemination. Based on the model, a new quantitative research model is constructed through the five categories of media contact and use needs proposed by Katz et al. (cognitive needs, emotional needs, personal integration needs, social integration needs and stress relief needs) and two indicators of the degree of satisfaction pointed out by Louis and Klein (realistic needs and expectation needs). The results show that the tourists'satisfaction degree tends to be expected demand, that is, the satisfaction degree is higher, but the satisfaction degree of easing pressure is the lowest. This research chooses Lushan and Tengwang Court as the research direction. Through the model construction and data analysis, this paper explores the impact of the situation of tourists using Weixin on their demand satisfaction, and builds a model of the use and satisfaction of Lushan Weixin communication. On this basis, it explores the tourism. This study focuses on the focus of the dissemination of Wechat in Lushan scenic spot and Tengwangge scenic spot. It is hoped that the dissemination of Wechat in Jiangxi and the whole country will be radiated through the study of the situation of the dissemination of Wechat in the two places, and the basic strategies of the dissemination of Wechat in tourist destinations will be tentatively put forward. The object is the official Weixin public signal of Lushan and Tengwang Pavilion tourist attractions. Through the study of the Weixin communication in the two places, we can provide effective suggestions for the operation of Weixin in tourist destinations of Jiangxi Province and even the whole country, so as to enhance the effect of communication and marketing of Weixin in Jiangxi and even the whole country, and promote the regional tourism economy and the National Tourism industry. At the same time, the research on the tourism destination micro-letter communication conforms to the trend of the times, and the application of new media to the tourism information communication has become the trend of the times, which will open the new media era of tourism information communication. In the process of information dissemination, the large amount of information and inadequate information may produce anesthesia and dependence on tourists. At the same time, rumors and other unhealthy remarks may also take advantage of the immature development of tourism destination Weixin and spread widely. In addition, in the investigation of Lushan Weixin public number, it is found that the degree of interaction among tourists is generally not high, which may be related to the immature platform technology or lack of innovation awareness, and the spread of tourism information more or less exists a certain commercial nature, supervision and legal construction is not perfect may also appear excessive marketing phenomenon. The harmonious and healthy development of Weixin Platform in tourist destinations requires, on the one hand, to create a good communication environment and enhance the media literacy of tourists, on the other hand, to enhance the technical ability and innovation of the platform, and to strengthen the supervision system and legal system construction so as to promote the healthy, orderly and stable development of Weixin Platform in tourist destinations.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G206
本文編號(hào)：2229923
[Abstract]:With the continuous development of information technology and the change of consumer's tourism behavior, the issuance and dissemination of tourism information have undergone profound changes. The dissemination content and the audience, the dissemination platform and terminal, the dissemination channel and so on have been optimized in the new media era. Therefore, the tourist destination Weixin platform emerges as the times require. Based on Weixin platform, the tourist destination Weixin fully enjoys the advantages of wide users and high frequency of using Weixin, which makes the dissemination of tourist information break the limitation of time and space and adapt to the situation. In addition, the advantages of convenience, instantaneity and breaking through geographical restrictions of Weixin, which is rooted in the two platforms of smartphone and Weixin, are incomparable with the traditional ways of tourism information dissemination. Based on the model, a new quantitative research model is constructed through the five categories of media contact and use needs proposed by Katz et al. (cognitive needs, emotional needs, personal integration needs, social integration needs and stress relief needs) and two indicators of the degree of satisfaction pointed out by Louis and Klein (realistic needs and expectation needs). The results show that the tourists'satisfaction degree tends to be expected demand, that is, the satisfaction degree is higher, but the satisfaction degree of easing pressure is the lowest. This research chooses Lushan and Tengwang Court as the research direction. Through the model construction and data analysis, this paper explores the impact of the situation of tourists using Weixin on their demand satisfaction, and builds a model of the use and satisfaction of Lushan Weixin communication. On this basis, it explores the tourism. This study focuses on the focus of the dissemination of Wechat in Lushan scenic spot and Tengwangge scenic spot. It is hoped that the dissemination of Wechat in Jiangxi and the whole country will be radiated through the study of the situation of the dissemination of Wechat in the two places, and the basic strategies of the dissemination of Wechat in tourist destinations will be tentatively put forward. The object is the official Weixin public signal of Lushan and Tengwang Pavilion tourist attractions. Through the study of the Weixin communication in the two places, we can provide effective suggestions for the operation of Weixin in tourist destinations of Jiangxi Province and even the whole country, so as to enhance the effect of communication and marketing of Weixin in Jiangxi and even the whole country, and promote the regional tourism economy and the National Tourism industry. At the same time, the research on the tourism destination micro-letter communication conforms to the trend of the times, and the application of new media to the tourism information communication has become the trend of the times, which will open the new media era of tourism information communication. In the process of information dissemination, the large amount of information and inadequate information may produce anesthesia and dependence on tourists. At the same time, rumors and other unhealthy remarks may also take advantage of the immature development of tourism destination Weixin and spread widely. In addition, in the investigation of Lushan Weixin public number, it is found that the degree of interaction among tourists is generally not high, which may be related to the immature platform technology or lack of innovation awareness, and the spread of tourism information more or less exists a certain commercial nature, supervision and legal construction is not perfect may also appear excessive marketing phenomenon. The harmonious and healthy development of Weixin Platform in tourist destinations requires, on the one hand, to create a good communication environment and enhance the media literacy of tourists, on the other hand, to enhance the technical ability and innovation of the platform, and to strengthen the supervision system and legal system construction so as to promote the healthy, orderly and stable development of Weixin Platform in tourist destinations.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G206
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