摘要
研究旅游微信公众号运营机理、评价其运营效率,提出改进路径,对其运营实践及旅游业发展具有理论指导意义.基于技术接受模型探究旅游微信公众号运营机理,并构建其运营效率评价指标体系,以山西和其他省市部分旅游微信公众号为研究对象,运用数据包络分析评价其效率,得出运营改进建议.山西旅游微信公众号的运营水平处于相对较弱的状态,而政务类微信公众号在全国范围内普遍较非政务类规模效率更低,增加相关投入指标的规模可以实现效率优化,同时也应从运营主体的动机和认知方面进行改进.
The research on the mechanism of tourism WeChat public account operation,the evaluation of its operation efficiency,and the improvement path are of theoretical significance to its operation practice and tourism development.Based on the technology acceptance model,this paper explores the operation mechanism of tourism WeChat public account,and constructs its operational efficiency evaluation index system.Taking Shanxi and other provinces and cities as the research objects,using DEA to evaluate the efficiency to get the operation improvement path.The operating level of Shanxi tourism WeChat public account is relatively weak,while the government WeChat public account is generally less efficient than the nongovernment type in the whole country.Increasing the scale of relevant input indicators can realize the efficiency optimization.At the same time,we should improve the motivation and cognition of the operators.
作者
冯珍
申田莉
FENG Zhen;SHEN Tian-li(School of Management Science and Engineering,Shanxi University of Finance and Economics,Taiyuan 030006,China)
出处
《数学的实践与认识》
北大核心
2020年第4期1-9,共9页
Mathematics in Practice and Theory
基金
山西省软科学项目(2018041014-4).
关键词
旅游微信公众号
运营机理
效率评价
tourism WeChat public account
operation mechanism
evaluate efficiency
