Research On The Impact Of Online Tourism Service Enterprises In Microblog Marketing

Around 2000, As the Internet bubble burst, Internet companies plunged into bankruptcy. However, the development of web2.0 gave these enterprises new hope. Among web2.0 development of social networks is the most rapid. Microblog as a representative of social network, gives users a vocal and entertainment platform and brings huge business opportunities. Many enterprises, especially online tourism service enterprises, take unique measures to do microblogging marketing, and benefit a lot from it.Based on the analysis of the literature, considering the character of Sina Microblog, combined with AISAS model and the Moore-Thorson integrated marketing communication model, the microblog content, posting time, the microblog form, and interaction of other enterprise mi croblogging account could affect the microblog marketing effectiveness. By programming Web Crawler procedures, this study collects data from Ctrip and Elong’s Sina marketing accounts. First this paper segments text data of tweets and deletes the stop words. Then after processing Latent Dirichlet Allocation algorithm and naming the topics based on the probability of words, the paper finally obtains 10 microbl og topics: travel experiences, prizes forwarding, food, hotels, destinations, promotional advertisements, travel, scenery, fresh and others.In reference to previous studies, the paper constructs microblogging marketing effectiveness factors model and uses negative binomial regression model for each variable to do multiple regression analysis. By testing the significance of each variable the paper verifies that microblog content, posting time, interaction of other enterprise microblogging account will affect microblogging marketing effectiveness. According the coefficient of each variable and a significant degree, this paper puts forward microblogging marketing recommendations for online travel services companies.