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旅游官方微博短期营销活动绩效影响因素研究?

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通过对115个旅游官方微博发布的194个有奖转发活动进行内容分析和编码,从而解构了活动微博的内容结构特征,并基于此构建回归方程分析了旅游官方微博短期营销活动绩效的影响因素。研究结果表明,活动绩效主要是受到官方微博粉丝基数、活动奖励和持续时间的影响,而活动任务要求的影响作用则十分有限,微博中对于品牌曝光的次数并没能产生显著的影响。依此为旅游官方微博短期营销活动的开展和活动微博的设计提出建议。
Influencing Factors of Short-term Tourism Destination Marketing Performance via the Official Microblog
Microblog has become a popular government-public communication platform for its convenience friendliness in frequent interaction,high participation,and virtual community activities.Under this context,tourism administrative agencies of different levels are using official microblogs to release related information,communicate with netizens and to conduct various kinds of mar-keting activities.This paper collected data from 1 94 prize-giving message reposting activities released by 1 1 5 official microbogs of tourism agencies.After coding and analyzing these messages,we found four fundamental components:activity duration,prize, brand exposure,task requirements.At last,their influence was tested by a regression equation on destination marketing perform-ance in short term.We found that marketing performance is mainly affected by the original number of followers,prize and activity duration.However,the other factors including task requirement and brand exposure don’t have significant influences.According to the above findings,implications were proposed to official microblog marketing and promotional microblog message design.

microblog marketingtourism official microblogsmicroblog performancebrand exposure

吕兴洋、郭璇、刘祥艳

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西南财经大学 工商管理学院,四川 成都 611130

中国社会科学院 研究生院,北京 102488

微博营销 旅游官方微博 微博绩效 品牌曝光度

国家自然科学基金教育部人文社会科学研究规划基金中央高校基本科研业务费四川省高校人文社科重点研究基地

7137209815YJC630086JBK130406JBK150507

2015

旅游论坛
桂林旅游高等专科学校

旅游论坛

CHSSCD
影响因子:0.764
ISSN:1674-3784
年,卷(期):2015.(4)
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