| 微博在旅游网络营销和管理的应用初探 |
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| 引用本文： | 彭敏,杨效忠.微博在旅游网络营销和管理的应用初探[J].桂林旅游高等专科学校学报,2012(4):86-90. |
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| 作者姓名： | 彭敏 杨效忠 |
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| 作者单位： | 安徽师范大学国土资源与旅游学院,安徽芜湖241003 |
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| 基金项目： | 国家自然科学基金（41071098） |
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| 摘 要： | 随着徽博在国内的迅猛发展，旅游徽博作为一种新型的网络营销和管理方式引起各界的关注。以新浪微博平台为案例，从内容、用户、微博主体角度描述了旅游微博发展现状，分析其类型及营销特点，针对旅游微博在网络营销和管理中存在的问题，从与旅游目的地营销相结合、打造旅游微博集群化平台、重视意见领袖的作用、关注用户的反馈和兴趣偏好、加强旅游信息的细分化传播等5个方面提出一些建议。
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| 关 键 词： | 门旅游微博 社会化媒体 口碑效应，网络营销和管理 |
An Initial Discussion about the Application of Microblogging on Network Marketing and Management |
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| PENG min,YANG Xiao-zhong.An Initial Discussion about the Application of Microblogging on Network Marketing and Management[J].Journal of Guilin Institute of Tourism,2012(4):86-90. |
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| Authors: | PENG min YANG Xiao-zhong |
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| Institution: | (College of Territorial Resource and Tourism, Anhui Normal University, Wuhu 241003, China) |
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| Abstract: | In the information age, social media has an important influence on social development. Microblogging is an important component of social media, and it is a platform of tourism management and marketing, and gets more and more attention. Tourism Microblogging emerged and got rapid development. In this paper, taking Sina microblogging for example, from the con- tent, the user, the body of mieroblogging describes the current development of tourism microblogging, it analyses the characteris- tics of tourism microblogging in comparison to the other marketing medium, and raises the outlook to future development of tourism mieroblogging. Finally it discusses some issues on tourism microblogging. |
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| Keywords: | tourism microblogging social media word-of-mouth network marketing and management |
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