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近年来中国旅游行业与微博联系日益紧密,微博为旅游行政部门进行旅游资源营销提供了全新的平台。本文以江西旅游局官方微博为例,通过对微博相关数据的分析整理,从营销视角下的微博营销入手,探讨江西旅游行政部门通过微博进行区域旅游资源营销的价值和存在的问题,在此基础上以期为区域旅游的微博营销提供有效可行的借鉴模式。
In recent years, the tourism industry in China has been getting closer to Weibo. Weibo has provided a brand new platform for tourism administration to carry out tourism resources marketing. This article takes the official Weibo of Jiangxi Tourism Bureau as an example. By analyzing and sorting the related data of Weibo, we start from the marketing of Weibo in the perspective of marketing to explore the value and existing problems of Jiangxi tourism administration in the marketing of regional tourism resources through Weibo , On the basis of which we can provide an effective and feasible model for the microblog marketing of regional tourism.