摘要
景区公众号已成为景区重要的营销渠道和服务媒介.根据清博网和中青在线的数据,选取全国5A级旅游景区微信公众号影响力前50强的婺源风景区和海南海景乐园蜈支洲岛作为典范,对比分析了大连景区公众号的总体发展状况;并将老虎滩海洋公园和圣亚海洋世界作为大连的研究重点,采用传播学的内容分析方法,对两者及婺源风景区与海南蜈支洲岛4个公众号的推文内容、推文形式与频率等进行深入研究,并结合其发展指标,提炼出景区公众号成功的要素为生命力、特色与丰富性;最后,提出大连景区公众号进一步发展的建议.
As a new channel,WeChat public account can have an important impact on marketing of scenic spots.First of all,according to the data of the Qingbo and Zhongqing Online,the Wuyuan scenic area of Jiangxi province and the Wuzhizhou Island of Hainan province selected as the objects for the comparison,the general development of WeChat public numbers of the Dalian scenic spots was evaluated.Then,with the Tiger Beach Ocean Park and the Sunasia Ocean World selected as the representatives of Dalian,content analysis was conducted in order to study the content,form and frequency of articles of the four public numbers,and combined with the development indicators,vitality,characteristics,richness and diversity were extracted as the success elements of scenic spot public number.Finally,countermeasures to further develop those of Dalian scenic spots were given.
作者
宋书楠
常艺珂
SONG Shunan;CHANG Yike(School of History Culture and Tourism,Liaoning Normal University,Dalian 116081,China)
出处
《辽宁师范大学学报（自然科学版）》
CAS
2018年第4期531-538,共8页
Journal of Liaoning Normal University:Natural Science Edition
基金
辽宁省社会科学规划基金资助项目(L17BJY009)
关键词
大连景区
公众号
内容分析
婺源风景区
海南蜈支洲岛
Dalian scenic spot
WeChat public number
content analysis
Wuyuan scenic spot
Hainan Wuzhizhou island
