Tourism We Chat public account is of great significance for the online marketing of scenic spots. This paper took the public account of tourism We Chat of 5 A scenic areas in Xinjiang as the research object, and used the ROST Content Mining software to calculate the We Chat transmission index WCI to analyze its influence and audience preference. The results show that the influence of the public account We Chat in the 5 A scenic areas in Xinjiang is still to be improved as a whole. The influence pattern is spatially clustered and distributed, and the polarization is prominent. The public account of the scenic spots with high popularity is highly concerned by the audience, and the publicity activities, information notices and recruitment articles with low cost, strong interaction and great appeal are also highly concerned. In addition, the natural landscape publicity with images and texts has strong appeal to the audience. In the future, the marketing strategy of We Chat public account should be further optimized from the aspects of increasing the number of audiences, strengthening cross-boundary integration, establishing platform database and expanding service functions.%旅游微信公众号对景区线上营销意义重大.本文以新疆5A级景区微信公众号为研究对象,运用ROST Content Mining软件,测算微信传播指数WCI,分析其影响力与受众偏好.结果表明:新疆5A级景区微信公众号影响力整体有待提升,影响力格局呈空间集聚分布,两极分化情况较为突出,公众号文章主题和内容形式较为单一且推文时间和频率无规律;受众对知名度高的景区公众号关注度高,对花费少、互动性强、号召力大的宣传活动和信息通知及招聘类文章也有较高的关注度;此外,图文并茂形式的自然景观宣传对受众吸引力较强.今后景区应从增加受众数量、加大跨界整合力度、建立平台数据库、拓展服务功能等方面进一步优化旅游景区微信公众号营销策略.
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