旅游景区微信公众号传播研究——以湖南省5A级景区为例
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摘要
微信公众号是景区营销和形象传播的重要手段。湖南省5A级景区微信公号的运营现状是两极分化、原创作品较少、留言反馈率不高。在传播中存在缺乏系统管理,推送内容杂糅,缺乏清晰定位,缺乏双向沟通等问题。调整和改进的思路主要有,在信息方面注重品质性与价值性、在交流方面做到及时性与亲民性、在服务方面达成全面性与便捷性,从而实现更好的传播效果。
WeChat public account is an important means of marketing and image communication in scenic spots. The operation status of the WeChat public account of the 5 A-level scenic spot in Hunan Province is two-level differentiation, less original works, and low feedback rate. There is a lack of system management in the communication, pushing content, lack of clear positioning, and lack of two-way communication. The main ideas of adjustment and improvement include quality and value in information, timeliness and intimacy in communication, and comprehensiveness and convenience in service, so as to achieve better communication effects.
WeChat public account is an important means of marketing and image communication in scenic spots. The operation status of the WeChat public account of the 5 A-level scenic spot in Hunan Province is two-level differentiation, less original works, and low feedback rate. There is a lack of system management in the communication, pushing content, lack of clear positioning, and lack of two-way communication. The main ideas of adjustment and improvement include quality and value in information, timeliness and intimacy in communication, and comprehensiveness and convenience in service, so as to achieve better communication effects.
引文
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[2]由亚男,梁霄.旅游微信公众号影响力与受众偏好研究:以新疆5A级景区为例[J].新疆财经大学学报,2018(4):46-54.
[3]高春艳.全域旅游背景下旅游政务微信的传播策略创新[J].传媒,2018(3):78-80.
[4]肖艳荣,陈敬婷.探析旅游业中的微信营销[J].旅游纵览:下半月,2015(2):38-39.
[5]张爽.数字化视角下“微信公众号”界面设计美学研究[J].湖南包装,2017,32(01):102-103+128.