An Analysis Of Tourism Microblog Marketing Based On Latent Dirichlet Allocation Model

As the development and popularity of microblog, microblog marketing, with itsunique accurate dissemination, transparency information and humanized interaction, isbecoming more and more popular in companies and enterprises. Tourism and hospitalityis a typical information-intensive industry, and it is sensitive in user experience.Because of its timeliness and interactivity, microblog can serve as a convenient way forenterprises to communicate and answer customers’ enquiries in a timely manner.Therefore, how to utilize enterprise microblog as a marketing tool to increase tourismcorporate reputation and performance is an innovation exploration process.Drawing on the qualitative and quantitative data analyses on the microblog contentof thirty tourism and hospitality enterprises on the Sina microblog site, this studyexhibits the state of microblog marketing adopted in tourism industry. Based on theproperties of microblog, such as topic, picture, forwarding, expression, etc., as well asthe peculiarity and simplicity of the network language, we applied LDA (LatentDirichlet Allocation) model in microblog. The LDA model was used for topic datamining of the microblogs’ content posted by tourism enterprise microblogs. A multiplelinear regression model was developed to describe how the topics of microblogs’content influence the effectiveness of microblog marketing.The empirical findings show tourism microblog marketing is in a developmentstage. Travelling websites are good at microblog marketing, but there are lots ofdiscriminations between segmentations of tourism industry. This paper suggests thatenterprise microblogs should pay more attention to attract more verified followers andto keep followers active. Though pictures and short links in microblog can improve theeffect of marketing, tourism enterprise microblogs always ignore the importance ofshort links. Moreover, the regression results show that blog content about promotion,travel and interaction will have enormous acceleration on the effectiveness of microblogmarketing. This research provides technical and methodological support and referencefor the follow-up studies of microblog marketing, and reasonable operationalsuggestions for the tourism enterprise microblogs.