| 刘 颖，梅 燕，颜梦琴.基于熵值法的中国西南地区国家5A级旅游景区
微博营销评价[J].海南师范大学学报自科版,2020,33(4):463-469 |
| 基于熵值法的中国西南地区国家5A级旅游景区
微博营销评价 |
| Evaluation of the Microblog Marketing of theNational 5A Tourist Attractions in Southwest China Basedon the Entropy Method |
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| DOI：10.12051/j.issn.1674-4942.2020.04.014 |
| 中文关键词: 微博 熵值法 国家5A级旅游景区 旅游营销 西南地区 |
| 英文关键词: microblog entropy method national 5A tourist attraction tourism marketing Southwest China |
| 基金项目: |
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| 摘要点击次数: 557 |
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| 中文摘要: |
| 在移动互联网时代，微博营销已成为旅游景区获取竞争优势的重要途径。文章以西南
地区国家5A级旅游景区为研究对象，运用熵值法构建包括微博活跃度、微博内容覆盖度、微博传
播力三个方面的国家5A级旅游景区微博营销评价指标体系，并对西南地区国家5A级旅游景区微
博营销的综合评分及排名进行分析。结果表明：西南地区各省份国家5A级旅游景区微博营销发
展不平衡，一些建成时间较早的国家5A级旅游景区微博平台建设更加全面，官微影响力更大，其
中微博传播力的建设对景区微博营销起关键作用。文章从联合营销、提升内容丰度、开展营销活
动、创新营销方式等方面提出了优化微博营销的建议。 |
| 英文摘要: |
| In the era of mobile internet, the microblog marketing has become an important way for tourist attractions to
gain competitive advantages. The paper took the national 5A tourist attractions in Southwest China as the research object,
and constructed the national 5A tourist attraction microblog marketing evaluation index system by using the entropy meth⁃
od, which includes three aspects such as microblog activity, microblog content coverage and microblog communication pow⁃
er. The comprehensive score and the ranking of the microblog marketing of the national 5A tourist attractions in Southwest
China were analyzed. The results showed that the situation of the microblog marketing in various tourist attractions was un⁃
balanced. The construction of the earlier built national 5A tourist attractions' microblog platform was more comprehensive,
and the influence of their official microblog was greater. The construction of the microblog communication power played a
key role in the microblog marketing. Some suggestions such as co-marketing, improving content abundance, carrying out
marketing campaign and innovating marketing mode were put forward to optimize the microblog marketing effect. |
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