摘要
指出了微博以其短小精悍,传播快捷、迅速成为旅游资讯传播的重要渠道和旅游网络营销的重要手段,引起旅游部门的高度重视。以洛阳龙门石窟为例,通过实地走访、对景区游客问卷调查、景区工作人员访谈、关注龙门石窟微博量以及粉丝量等实际行动,结合所学营销学、旅游学等理论知识,剖析了龙门石窟微博营销的优缺点,并参照山东省旅游局官方微博,对二者的新浪官方微博进行数据分析与内容比较,探讨了微博营销的成功秘诀,供河南省旅游业开展微博营销时参考借鉴。
Microblog, also called Weibo in China, has soon became an important cnannei oi lilit）rlltattull tla and a vital means of network marketing because of its short content and quick spread. So the tourism administrations attach great importance on the tourism marketing. In order to analyse how the roles of Weibo in marketing, this article conducts a case study of Long--men Grottoes in Luoyang. Through the practical actions such as field study, questionnaire for the scenic tourists, interview with scenic spot staff, focus on the update numbers and {ans amount of Long--men Grottoes Weibo, etc. , this article finds the advantages and disadvantages of mieroblog marketing of Long--men Grottoes by combining with learned theoretical knowledge of marketing and tourism. According to the official Weibo of Shandong Tourism Administration, the article compares the data and contents of the official Sina Weibo both of Shandong and Henan Tourism Administration, and finds out the secret of success in the microblog marketing, in order to provide references for the microbiog marketing in Henan Province.
出处
《绿色科技》
2013年第4期274-276,共3页
Journal of Green Science and Technology
基金
国家大学生创新项目
关键词
微博
网络营销
龙门石窟景区
河南省旅游业
microblog
network marketing
Long--men Grottoes
tourism industry in Henan Province
