旅游企业微博营销对消费者态度影响研究

发布时间：2018-01-16 11:54

本文关键词：旅游企业微博营销对消费者态度影响研究　出处：《新疆大学》2012年硕士论文　论文类型：学位论文

【摘要】：由国外以Twitter为首的微博网站所掀起的微博使用热潮，，正以不可抵挡的势态迅速席卷全球。自2007年微博被引入国内以来，经过2009年、2010年两年的蓬勃发展，微博一词越来越多的被我们提及，甚至成为我们身边的耳熟能详的事件的发起者和传播者。鉴于其巨大的商业价值，越来越多的企业展开了微博营销，希望通过微博发掘一条崭新的宣传推广道路，很多知名旅游网站、知名旅行社、景区、度假区等旅游企业也开设了自己的官方微博。因此，探讨旅游企业微博营销对消费者的态度影响，为旅游企业开展微博营销提供一定的理论依据变的十分必要。本文在大量文献和书籍研究的基础上，结合旅游企业微博运营人员的访谈结果，提出了旅游企业微博营销的六个因子：文字吸引力、图片吸引力、微博活跃度、粉丝交流互动程度、意见领袖参与程度、企业高管微博知名度。并借鉴ABC态度模型提出态度的三要素：认知性态度、情感性态度、行为意向性（购买意象）态度。据此设计了旅游企业微博营销对消费者态度影响调查问卷，并通过预调研、信度分析的方式确认了最终问卷。并对调研结果的六个因子变量以及构成态度的三个结果变量进行相关分析和回归分析，得出的主要结论有：文字吸引力和图片吸引力是旅游企业开展微博营销对消费者态度的三个要素影响最为显著的两个方面，存在显著的正相关关系；微博活跃度与消费者认知性态度之间有显著的正相关关系，但与情感性态度和购买意愿之间不存在正相关关系。同时，本文还提出了旅游企业开展微博营销的主要策略：亲和型内容架构、双核型组织架构、活跃型互动架构。这些策略的提出,对旅游企业微博帐号的架构以及后期开展微博营销具有一定的指导意义。
[Abstract]:The Weibo usage boom, led by the Weibo website led by Twitter abroad, is sweeping the world in an irresistible fashion. Since Weibo was introduced into China in 2007, it has passed through 2009. In 2010, with the boom of two years, the word Weibo was more and more mentioned by us, and even became the initiator and communicator of familiar events around us. In view of its great commercial value. More and more enterprises launched Weibo marketing, hoping to discover a brand new road through Weibo, many well-known travel websites, well-known travel agencies, scenic spots. Resorts and other tourism enterprises have also set up their own official microblogging. Therefore, to explore the impact of microblog marketing on consumer attitudes. For tourism enterprises to carry out Weibo marketing to provide a certain theoretical basis for change is very necessary. On the basis of a large number of literature and books, combined with the interview results of Weibo operator of tourism enterprises, this paper puts forward six factors of Weibo marketing: text attraction, picture attraction. Micro blog activity, fan exchange interaction, opinion leaders participation, corporate executives microblog popularity. And using the ABC attitude model proposed three factors of attitude: cognitive attitude, emotional attitude. Based on this, a questionnaire on the impact of Weibo marketing on consumers' attitudes was designed, and a pre-survey was carried out. The method of reliability analysis confirmed the final questionnaire, and carried out correlation analysis and regression analysis on the six factor variables of the survey results and the three outcome variables that constitute the attitude. The main conclusions are as follows: text attractiveness and picture attraction are the three most significant factors influencing the consumer attitude of tourism enterprises to carry out Weibo marketing, and there is a significant positive correlation; There was significant positive correlation between Weibo activity and consumer cognitive attitude, but there was no positive correlation between Weibo activity and affective attitude and purchase intention. At the same time, this paper also put forward the tourism enterprises to carry out Weibo marketing strategy: affinity content framework, These strategies have a certain guiding significance for the tourism enterprise Weibo account structure and the later development of Weibo marketing.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6;F592.6

【引证文献】