摘要
国际社交媒体是体育赛事传播和旅游目的地营销的重要场域,研究体育赛事发文用户参与行为的影响路径有助于提升体育赛事的国际传播效能,助力旅游目的地的形象传播。文章以2022年北京冬奥会在Twitter平台的赛事传播实践为例,运用模糊集定性比较分析方法,基于不同的赛事话题类型,探究发布主体特征和不同叙事策略的联动匹配对用户参与度的影响,总结不同赛事话题实现高用户参与度的组态模式。研究发现:体育赛事话题引发高用户参与度有3种组态模式,即高影响力主体发布的形式生动型推文、高话题网络层级主体发布的情感互动型推文、高影响力和高话题网络层级主体发布的情感生动型和生动互动型推文。因此,体育赛事在国际社交媒体中的传播应提升赛事品质与形象,鼓励多元主体参与;注重话题表现形式,强化互动与参与;适当使用情感策略,提升话题说服力。
Social media is an important means for disseminating sports event information and carrying out topic marketing.Participants engagement on social media can promote communication efficiency of sports events.Taking communicating the 2022 Beijing Winter Olympics on Twitter as an example,this paper an-alyzes the mode of social media communication that triggers high user engagement based on the main fea-tures of the post,the topic content and the narrative strategy.The study identified three types of tweets that can improve user engagement in sports event,namely tweets with vivid narration posted by high in-fluencers,tweets with emotional interaction posted by high topic network level subjects,and emotional vividness-interactive tweets posted by high influence and high topic network level subjects.Based on this,this paper provides relevant suggestions for promoting the diffusion and dissemination of sports events through social media and enhancing the visibility and influence of destinations.
作者
郑鹏
元敏丽
邓鹏飞
Zheng Peng;Yuan Minli;Deng Pengfei(School of Management,Zhengzhou University,Zhengzhou 450001,China;China Central Plain Cultural Tourism High-quality Development Institute,Zhengzhou 450001,China)
出处
《旅游论坛》
2024年第4期56-66,共11页
Tourism Forum
基金
国家社会科学基金一般项目“新华侨华人文化传播带动国家旅游形象提升研究”(21BGL260)资助。
