基于使用与满足理论的旅游政务微信平台优化研究

发布时间：2018-03-28 20:30

本文选题：使用与满足理论　切入点：旅游政务微信　出处：《陕西科技大学》2017年硕士论文

【摘要】：旅游作为一种生活方式,已经成为现代社会中的一种“新风尚”,如何吸引和引导游客游览当地旅游景点、发展旅游产业是现阶段各级政府旅游部门的当务之急。在移动互联网技术支持下,新媒体逐渐普及,各级政府抓住机遇,继政务微博之后,旅游政务微信平台也应运而生。旅游政务微信平台的产生和发展对各地发展旅游业有着重要的推进作用。近几年,虽然旅游政务微信平台得到了快速发展,成为政府旅游部门宣传本地旅游的重要阵地,但其质量的提高却远远落后于数量的发展。旅游政务微信平台数量众多,却少有典型的“现象级”案例。究其原因,主要是因为旅游政务微信平台在宣传方面力度不足,在内容方面缺乏趣味性和娱乐性,在情感方面不能使用户有依赖性,才导致用户在其平台的需求不能被满足,而使其发展受到制约,不能更好的起到宣传本地旅游的作用。最终促使旅游政务微信平台长期滞留于政务微信民生职能领域的“潜力发展区”,未能进入平台发展活跃期。因此,旅游政务微信平台是急需优化的。目前,针对政务微信的研究大多站在政府运营角度,而基于用户需求角度的研究较少。本文从用户需求角度出发,设计“旅游政务微信平台用户‘使用与满足’调查问卷”,并根据调查结果,借助“使用与满足”理论,从媒介接触需求、基本需求、情感需求、社会需求和自我实现需求等五方面,来全面分析影响旅游政务微信平台质量的因素,以影响因素为依据,对旅游政务微信平台进行分析,建立旅游政务微信平台优化体系。以优化体系为标准,采用案例分析的方式,对“咸阳旅游”政务微信平台进行具体优化,并通过“咸阳旅游”政务微信平台实际运营数据,验证旅游政务微信平台优化体系的合理性和可行性。最后,结合科技的发展,对旅游政务微信平台未来优化路径作以展望。本文主要运用了传播学、社会学、大众传播心理学、旅游管理学等多学科内容,深入探求旅游政务微信平台影响因素及优化方法,并且结合笔者参与运营的“咸阳旅游”平台情况,深入分析用户期待从旅游政务微信平台中所获取的满足性需求,立足“传”——政务微信平台运营者、“受”——社会受众(用户)、传播模式、媒介特点四个核心要素,在彼此间关系分析中,探求旅游政务微信平台如何达到合理优化。
[Abstract]:As a way of life, tourism has become a "new fashion" in modern society. How to attract and guide tourists to visit local tourist attractions, The development of tourism industry is an urgent matter for the tourism departments at all levels of government at this stage. With the support of mobile Internet technology, new media are gradually popularizing, and governments at all levels seize the opportunity, after the government affairs Weibo. Tourism government WeChat platform also came into being. The emergence and development of tourism government WeChat platform plays an important role in the development of tourism. In recent years, although tourism government WeChat platform has been rapidly developed, It has become an important position for government tourism departments to promote local tourism, but the improvement of its quality lags far behind the development of quantity. There are a large number of tourism government WeChat platforms, but there are few typical "phenomenal" cases. The main reason is that the tourism government WeChat platform is insufficient in propaganda, lack of interest and entertainment in content, and lack of emotional dependence on users, which leads to users' needs in its platform not being met. However, its development is restricted and can not play a better role in publicizing local tourism. Finally, it makes the tourism government WeChat platform stay in the "potential development area" of government WeChat and people's livelihood function field for a long time, and fails to enter the active period of development of the platform. The tourism government WeChat platform is in urgent need of optimization. At present, most of the research on government WeChat is from the angle of government operation, but the research based on the angle of user demand is less. According to the results of the survey, the users' use and satisfaction 'questionnaire is designed in the tourism government WeChat platform, and according to the results of the survey, with the help of the theory of "using and satisfying", the users' contact needs, basic needs and emotional needs can be obtained from the media. This paper analyzes the factors that affect the quality of the tourism government WeChat platform from five aspects, such as social demand and self-realization demand, and analyzes the tourism government WeChat platform based on the influencing factors. The optimization system of tourism government WeChat platform is set up. Taking the optimization system as the standard and adopting the method of case analysis, this paper specifically optimizes the government affairs WeChat platform of "Xianyang Tourism", and through the actual operation data of "Xianyang Tourism" Government WeChat platform. Finally, combined with the development of science and technology, the future optimization path of tourism government WeChat platform is prospected. This paper mainly uses communication, sociology and mass communication psychology. This paper probes into the influencing factors and optimization methods of tourism government WeChat platform, and combines with the "Xianyang Tourism" platform in which the author participates in the operation. Deeply analyze the satisfying demand that users expect from the tourism government WeChat platform, base on the four core elements of "communication" -government WeChat platform operator, "receive" -social audience (user, communication mode, media characteristics). In the analysis of the relationship between each other, explore how to achieve reasonable optimization of tourism government WeChat platform.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592;G206

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