摘要
运用微博风云网站提供的影响力前100名的境内旅游局官方微博特征数据,采用主成分分析方法,对其官方微博的营销效果进行研究,得出了影响旅游局官方微博营销效果的3种主成分及其与微博指标的量化关系,并据此提出了相关建议。研究结论为对境内旅游局官方微博营销效果进行评估提供了参考。
The principal component analysis method was applied to study the marketing effectiveness of top 100 tourism desti-nations＆#39;official micro-blog with feature data offered by tfengyun .com.The results show that official tourism marketing effective-ness is influenced by three principal components and their quantitative relationship with micro -blog indexes .The relevant sug-gestions were put forward .Research conclusions can be used to assess official tourism micro -blogs marketing effectiveness and provide guidance on its daily marketing operations .
出处
《武汉理工大学学报（信息与管理工程版）》
CAS
2014年第2期251-254,共4页
Journal of Wuhan University of Technology：Information & Management Engineering
基金
国家软科学研究计划基金资助项目(2013GXS4B066)
天津市哲学社会科学研究规划基金资助项目(TJGL12-061)
关键词
旅游局官方微博
微博营销
营销效果
主成分分析
official tourism micro-blog
micro-blog marketing
marketing effectiveness
principal component analysis
