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