基于内容分析的5A级旅游景区微博营销探究

摘要

B ased on microblog influence in 2014, this paper took the top 10 among 5A scenic spots as the research objects, it discussed the application of microblog marketing to the scenic destinations in China. The findings show that the leisure information and travel strategy accounted for the largest proportion in the microblog, followed by promotions and news propaganda, and the third, the content of the microblog differs in different types of scenic spots. Finally, some suggestions are put forward.%以2014年5A级景区微博影响力排名前10位的景区微博为研究对象，采用内容分析法构建景区微博营销内容分析体系，分析微博营销在我国5A景区中的应用现状。结果发现：休闲资讯和景区攻略等间接营销内容在微博中占比较大，其次为促销推广和宣传快讯等，再次不同类型景区微博内容存在一定差异性。最后，基于此结果给出了景区微博营销的启示与建议。