广西旅游目的地微博营销策略分析

指导教师：李宏　教授

作　者：金悦

院（系）：旅游科学学院

专　业：旅游管理

学　号：2015220778

完成时间：2019年5月7日

摘要(www.xing528.com)

随着信息网络技术的不断发展，传统媒体时代逐渐向自媒体时代更迭迈进，近年来微博由一个崭新的概念逐渐成长为拥有庞大用户群的重要网络平台。微博的蓬勃发展促使越来越多的旅游目的地逐渐重视起微博营销，各目的地旅游局纷纷开通了官方微博账号。其中广西壮族自治区文化和旅游厅营销方式推陈出新，多次入围政务微博影响力排行榜，具有一定代表性。本文选取广西壮族自治区文化和旅游厅微博为研究对象，对其微博内容进行分析，同时线上发布问卷，总结出广西壮族自治区文化和旅游厅微博营销的策略，并根据分析结果提出针对性建议，也为其他旅游目的地提供了微博营销方面的借鉴、参考。

关键词：自媒体；旅游目的地；微博营销；广西壮族自治区文化和旅游厅

Abstract

With the continuous development of information network technology，the traditional media era has gradually moved toward the era of We Media.In recent years，Weibo has gradually grown from a brand-new concept to an important network platform with a large user base.The fl ourishing development of Weibo has prompted more and more tourism destinations to pay more attention to Weibo marketing，and the destination tourism bureaus have opened offi cial Weibo accounts.Among them，the marketing mode of the Culture and Tourism Department of the Guangxi Zhuang Autonomous Region has introduced new marketing methods，and it has been listed in the infl uential list of government Weibo for many times.This paper selects the Weibo of the Culture and Tourism Department of the Guangxi Zhuang Autonomous Region as the research object，analyzes the content of its Weibo，and publishes the questionnaire online，summing up the strategy of Weibo marketing of the Culture and Tourism Department of the Guangxi Zhuang Autonomous Region，and proposes targeted suggestions based on the analysis results.It also provides reference for Weibo marketing for other tourism destinations.

Key Words：We Media；Tourism Destinations；Weibo Marketing；the Culture and Tourism Department of the Guangxi Zhuang Autonomous Region