Tourism Marketing Strategy Based on Network - Take Microblog for Example

Abstract:

Tourism as an emerging industry achieves rapid development in our country and the competition becomes more and more intensive. With the deepening of informationization in our country, microblog gradually becomes the broadest information platform. In the background of new media, microblog marketing, a new kind of network marketing means was born. And more and more tourism enterprise enters the team of microblog marketing. This paper systematically studied application of microblog marketing in tourism enterprise in aspects of follower number, following number, comment number, forward number and content through collection of 3876 microblog messages from users of 128 different types’ tourism enterprises. More and more tourism enterprises join in team of microblog marketing while most of them have less interaction with followers, less number of effective followers and low utilization rate of microblog group. They can not realize utility maximization by full use of microblog. Microblog has large promotion space.

• Periodical: Applied Mechanics and Materials (Volumes 651-653)
• Pages: 1685-1690
• DOI: https://doi.org/10.4028/www.scientific.net/AMM.651-653.1685
• Online since: September 2014
• Authors: Jing Qing Song*
• Keywords: Microblog Marketing, Microblogging, Tourism Enterprises

References

[1] L. J. Zhang. Tourism network marketing development strategy of our country. Modern marketing, (3), p.44, (2011).

[2] S. W. Hwang. The strategic use of Twitter to manage personal public relation. Public Relations Review, (38), pp.159-161, (2012).

DOI: 10.1016/j.pubrev.2011.12.004

[3] Gina Masullo C. Tweet this: A uses and gratifications perspective on how active Twitter use gratifies a need to connect with others. Computers in Human Behavior, (27), pp.755-76, (2011).

DOI: 10.1016/j.chb.2010.10.023

[4] Y. L. Wang, M. Zhang. Review of domestic microblog research status. Researches in Library Science, (12), pp.2-8, (2012).

[5] Z.Y. Meng. Value and strategy of enterprise microblog marketing. Productivity Research, (1), pp.153-155, (2012).

[6] J. Gao. Discussion on application of microblog in enterprise marketing. Nanning Professional Technology College, vol. 17(3), pp.76-78, (2012).

[7] C. P. Zhang. Idea of travel microblog marketing of travel agency. Modern Sciences, 2011( 24) : 163-164.

[8] S. P. Zhang, X. R. Wang, X. B. Sun. Microblog marketing- new approach of tourist attraction (spot) marketing in digital age. Journal of Western Anhui University, (5), pp.108-111, (2011).