The Research Of Tourism Micro-blog Marketing Effect

As the development and popularity of microblog, microblog marketing, with its unique accurate dissemination, transparency information and humanized interaction, is becoming more and more popular in companies and enterprises. Tourism and hospitality is 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 for enterprises to communicate and answer customers’ enquiries in a timely manner. Therefore, how to utilize enterprise microblog as a marketing tool to increase tourism corporate reputation and performance is an innovation exploration process.Research is to provide excellent tourist weibo by sina micro data, choose the tourism bureau of shandong province, the national Palace Museum tourism weibo and other dozen microblogging as samples for research. And active from the account activity, the fans and the three aspects such as the propagation force to select the index system, including both reference before the views of scholars, also joined in the new era under the video weibo number twelve. After the 1-0 through the data standardization, and using entropy value method to get the weight of indicators, using comprehensive evaluation method to get the 12 samples of weibo influence. Get three conclusions: at present our country tourism weibo at an early stage of development, the tourism weibo very pursuit of fans and post the change of the scale, and the low importance to fans and blog posts. The second is the tourism weibo marketing effect of the gap is big, can be divided into four levels, the Palace Museum is located in the first level, the tourism bureau of shandong province in the second level, huangshan mountain and xi ’an tourism belongs to the third level, the fourth level for the remaining eight tourist agencies. Three is a excellent tourist weibo, not all aspects are excellent, followers and post weibo scored higher number of tourism, but the fans quality and post quality score is low.According to the results from strengthen the customer relationship management, improve the quality of fans, to increase the number of fans; Improve the quality of blog, blog rich form as well as the establishment of weibo, launched a three point of view, such as special weibo puts forward the measures to improve the effect of microblog marketing.