摘要
社交媒体平台为公众提供了与旅游目的地互动交流的场域,在目的地形象塑造与传播中具有重要作用。新浪微博平台中的转发、评论和点赞是对社交媒体参与度的衡量。揭示目的地投射形象及相关因素对社交媒体参与度的触发规律,可为目的地形象营销策略提供理论依据。文章以2016—2020年故宫博物院新浪微博官方账号发布的微博为例,搭建贝叶斯模型和影响图模型,模拟推断引发社交媒体参与的最优决策。研究发现:(1)故宫官方微博引发的社交媒体参与符合幂律衰减规律,少部分微博引发了大规模的社交媒体参与。其中,目的地投射形象的自然景观维度极易引发高社交媒体参与,而历史文化维度引发高社交媒体参与的难度最大。(2)故宫官方微博的目的地投射形象、互动策略、情感表征和时间框架4大因素影响社交媒体参与度,调整其组合模式能够扩大并引导不同类型的社交媒体参与行为。(3)不同内容的微博最优发布时间存在差异,在旅游淡季和12:00—22:59时间段发布的微博更易形成高社交媒体参与。(4)针对历史文化维度,旅游淡季的消费引导和旅游旺季的创造引导是提升社交媒体参与的最优路径,中午和傍晚的非工作时间段是最佳发布时间。该研究基于贝叶斯网络模型方法揭示了目的地形象投射与社交媒体参与间的复杂关系,并模拟推断出最优情景,对旅游目的地形象的网络营销具有实践指导意义。
In recent years,the Palace Museum in Beijing,China,has transformed its traditional image as a cornerstone of cultural heritage into one that is trendy,fashionable,and even cute.As a result,the institution has gained large followings on social media platforms and increasingly been able to stimulate the active engagement of the users of such platforms.As that case shows,open,interactive social media platforms not only provide space for marketing organizations to shape the images of destinations but also provide opportunities for public engagement.Although destination image largely derives from what marketing organizations project,it spreads and evolves as a result of public interaction.On the social media platform Sina Weibo,users interact by reposting,commenting,and liking,and all of those behaviors can be used to measure their social media engagement.Even so,effective ways of projecting a destination image that can trigger large-scale social media engagement remain largely unknown.In response,elucidating the triggering laws of social media engagement and related factors of destination image projection can provide a theoretical basis for marketing strategies of destination.To that end,in our study we used the Palace Museum’s official Weibo account from 2016to 2020 as a basis for building a Bayesian model and influence diagram model in order to simulate and infer optimal scenarios and decisions that trigger social media engagement.Compared with classical statistical methods,the Bayesian model and influence diagram model based on the Bayesian method are well-equipped to probe the relationship between prior knowledge and new observed data and thereby facilitated the simulation and inference of different scenarios in our study.Ultimately,the method allowed accurately predicting social media engagement’s effect of destination image projection under different scenarios.First among the results was that social media engagement triggered by the Palace Museum’s official Weibo aligned with the power law distribution;th
作者
王君怡
罗秋菊
翟雪婷
WANG Junyi;LUO Qiuju;ZHAI Xueting(School of Tourism Management,Sun Yat-sen University,Guangzhou 510275,China;Center for Tourism Planning and Research,Sun Yat-sen University,Guangzhou 510275,China)
出处
《旅游学刊》
北大核心
2023年第2期66-80,共15页
Tourism Tribune
基金
国家自然科学基金面上项目“全球与地方尺度嵌套下的旅游网络危机时空演变机制及其空间治理研究”(41971176)
国家社会科学基金青年项目“文化记忆媒介视角下乡村旅游地乡愁记忆的激活与传播研究”(19CGL033)共同资助。
关键词
目的地投射形象
社交媒体参与
贝叶斯网络
影响图
最优解
projected image
social media engagement
Bayesian network model
influence diagram
optimal solutions
