江西旅游目的地微信传播策略研究

发布时间：2018-09-08 08:11

【摘要】：随着信息化技术的不断发展和消费者旅游行为的变化,旅游信息的发布和传播方式发生了深刻的改变,传播内容及受众、传播平台及终端、传播渠道等在新媒体时代得到了优化。为了更好地实现旅游信息的传播,传统的旅游业迫切需要寻找一种适应当前游客需要的信息传播媒介,以此来实现智慧旅游的目的。因此,旅游目的地微信平台应运而生。旅游目的地微信立足于微信平台,充分享有微信使用人群广,使用频率高等优势,使旅游信息的传播打破了时空的限制,适应了当前游客的迫切需要。此外,旅游目的地微信根植于智能手机和微信两个平台,其便捷性、即时性和突破地域限制性等优势是传统旅游信息传播方式无法比拟的。本研究立足于移动互联网和大数据的时代背景,以“使用与满足”理论模式为根基,通过卡茨等人提出的媒介接触和使用的需求五大类(认识需求,情感需求,个人整合需求、社会整合需求和舒缓压力需求)和路易斯和克莱恩指出的满足程度体现的两个指标(现实需求和期望需求),构建新的量化研究模式。研究通过问卷的方式统计研究数据,最后以数据分析的形式探讨在该模式下游客使用庐山微信公众号获取信息的满足程度,结果表明,此次调查的游客满足程度倾向于期望需求,即满足程度较高,但是舒缓压力等方面的需求满足程度最低。本研究选取江西省5A级自然旅游景点庐山和4A级人文旅游景点滕王阁微信传播策略为研究方向,通过模型构建和数据分析探讨游客使用微信的情况对其需求满足的影响程度,并构建庐山微信传播使用与满足的模型,在此基础上探析旅游目的地微信传播的问题,并提出相应的应对策略。本研究着眼于庐山旅游景区和滕王阁旅游景区微信传播这一焦点上,希望通过研究两地微信传播的情况辐射江西乃至全国,尝试性地提出旅游目的地微信传播的基本策略。本文的研究对象为庐山和滕王阁旅游景区的官方微信公众号,通过对两地的微信传播情况进行研究,可以为江西省乃至全国的旅游目的地微信运营提供有效的建议,从而提升江西乃至全国微信传播与营销的效果,带动区域旅游经济和全国旅游业的发展。同时,对旅游目的地微信传播的研究顺应了时代的潮流,新新媒体运用到旅游信息传播中已经成为时代的趋势,这将开启旅游信息传播的新媒体时代。旅游目的地微信作为一种新型的旅游信息传播的媒介,在其发展过程中不可避免地会存在一定的问题,这些问题会掣肘旅游目的地微信的健康发展。在旅游目的地微信信息传播过程中,信息量大而不精可能会对游客产生麻醉和依赖现象,同时谣言等不良的言论也可能趁着旅游目的地微信发展不成熟而大肆传播。此外,在对庐山微信公众号的调查中发现,游客的互动程度普遍不高,这可能和平台技术不成熟或创新意识缺乏有关,而旅游信息传播或多或少存在着一定的商业性,监管和法制建设不健全也有可能出现过度营销的现象。为了促进旅游目的地微信平台和谐健康的发展,一方面要营造良好的传播环境,提升游客的媒介素养,另一方面还要提升平台的技术能力和创新性,加强监管力度和法制建设,以促进旅游目的地微信平台的健康、有序、稳定发展。
[Abstract]:With the continuous development of information technology and the change of consumer's tourism behavior, the issuance and dissemination of tourism information have undergone profound changes. The dissemination content and the audience, the dissemination platform and terminal, the dissemination channel and so on have been optimized in the new media era. Therefore, the tourist destination Weixin platform emerges as the times require. Based on Weixin platform, the tourist destination Weixin fully enjoys the advantages of wide users and high frequency of using Weixin, which makes the dissemination of tourist information break the limitation of time and space and adapt to the situation. In addition, the advantages of convenience, instantaneity and breaking through geographical restrictions of Weixin, which is rooted in the two platforms of smartphone and Weixin, are incomparable with the traditional ways of tourism information dissemination. Based on the model, a new quantitative research model is constructed through the five categories of media contact and use needs proposed by Katz et al. (cognitive needs, emotional needs, personal integration needs, social integration needs and stress relief needs) and two indicators of the degree of satisfaction pointed out by Louis and Klein (realistic needs and expectation needs). The results show that the tourists'satisfaction degree tends to be expected demand, that is, the satisfaction degree is higher, but the satisfaction degree of easing pressure is the lowest. This research chooses Lushan and Tengwang Court as the research direction. Through the model construction and data analysis, this paper explores the impact of the situation of tourists using Weixin on their demand satisfaction, and builds a model of the use and satisfaction of Lushan Weixin communication. On this basis, it explores the tourism. This study focuses on the focus of the dissemination of Wechat in Lushan scenic spot and Tengwangge scenic spot. It is hoped that the dissemination of Wechat in Jiangxi and the whole country will be radiated through the study of the situation of the dissemination of Wechat in the two places, and the basic strategies of the dissemination of Wechat in tourist destinations will be tentatively put forward. The object is the official Weixin public signal of Lushan and Tengwang Pavilion tourist attractions. Through the study of the Weixin communication in the two places, we can provide effective suggestions for the operation of Weixin in tourist destinations of Jiangxi Province and even the whole country, so as to enhance the effect of communication and marketing of Weixin in Jiangxi and even the whole country, and promote the regional tourism economy and the National Tourism industry. At the same time, the research on the tourism destination micro-letter communication conforms to the trend of the times, and the application of new media to the tourism information communication has become the trend of the times, which will open the new media era of tourism information communication. In the process of information dissemination, the large amount of information and inadequate information may produce anesthesia and dependence on tourists. At the same time, rumors and other unhealthy remarks may also take advantage of the immature development of tourism destination Weixin and spread widely. In addition, in the investigation of Lushan Weixin public number, it is found that the degree of interaction among tourists is generally not high, which may be related to the immature platform technology or lack of innovation awareness, and the spread of tourism information more or less exists a certain commercial nature, supervision and legal construction is not perfect may also appear excessive marketing phenomenon. The harmonious and healthy development of Weixin Platform in tourist destinations requires, on the one hand, to create a good communication environment and enhance the media literacy of tourists, on the other hand, to enhance the technical ability and innovation of the platform, and to strengthen the supervision system and legal system construction so as to promote the healthy, orderly and stable development of Weixin Platform in tourist destinations.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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