A Comparative Study On The Content Of Wechat Public Platform Between "Narati" And "Jiuzhaigou"

With the improvement of people's living standards,more and more people choose to travel,which leads to the rapid increase of people's demand for tourism information.At the same time,the new media with mobile network as the carrier has penetrated into all aspects of people's life because of its convenience and mobility.The combination of tourism industry and new media not only facilitates the audience,but also benefits the operators and managers of tourism.Tourism WeChat official account has the characteristics of large information carrying capacity,timely release of information,strong interaction with the audience,and has a good application value and development prospects.According to the "New Media influence list of China's 5A Scenic spots in the first half of 2018" released by the people's Network Public opinion Monitoring Center,"Xinjiang Narati Scenic spot" ranks 50 th,and is the only WeChat official account in Xinjiang.Jiuzhaigou by virtue of good activity,communication power ranked fourth.This shows that the WeChat official account of "Narati" and the WeChat official account of "Jiuzhaigou" have performed well in the WeChat official account of tourist scenic spots throughout the country.Research value.And "Xinjiang Narati Tourism Scenic spot" WeChat official account and "Jiuzhaigou" WeChat official account,there are many similarities,such as both have beautiful natural scenery,attracting many tourists from home and abroad every year.Both are located in remote minority areas,Narati is located in Xinjiang Yili Kazakh Autonomous Prefecture,Jiuzhaigou is located in Sichuan Aba Tibetan and Qiang Autonomous Prefecture.Jiuzhaigou Scenic spot launched the official WeChat official account in April 2013,and Narati Scenic spot launched the official WeChat official account in April 2014.the overall operating time is not very different and so on.Taking these two WeChat official accounts,which have many similarities and different ranks,as the research object,this paper compares the push mode,content source,subject matter and editing mode of the two by using the methods of literature,case study and comparative study.The similarities and differences in content characteristics and business philosophy,style and purpose.It is expected that by looking for their strengths,gaps,success experiences and failure lessons,WeChat public platform operators will make full use of their strengths and avoid weaknesses and improve their work standards.It is found that Jiuzhaigou and Narati Tourism Scenic spots in Xinjiang have their own characteristics and advantages.For example,"Jiuzhaigou" WeChat official account has more push times than "Xinjiang".Narati Tourism Scenic spot "is more balanced and stable,which is beneficial to cultivate the reading habits of the audience;in the push time,both of them often push the content during the evening off duty,which is in line with the rest period of the audience and is conducive to the enhancement of the communication effect." The originality of WeChat official account of Jiuzhaigou is far stronger than that of WeChat official account of Xinjiang Narati tourist Scenic spot,which is more beneficial to the development of WeChat official account.In the distribution of topics,the two focus is different,"Xinjiang Narati Scenic spot" focuses on the promotion of scenic scenery,"Jiuzhaigou" WeChat official account focuses on the promotion of scenic spot news;In terms of layout,"Xinjiang Narati Tourism Scenic spot" WeChat official accounts mostly use the arrangement of "picture text",while "Jiuzhaigou" WeChat official account mostly uses the arrangement of "video text",which is more visual.In the layout setting,both have set up the characteristic section,attracts the audience's attention.The content characteristics and existing problems of WeChat official account of "Xinjiang Narati Tourism Scenic spot" are that the content of WeChat official account of "Xinjiang Narati Tourism Scenic spot" is comprehensive,the content visibility is weak,and there are many contents reprinted in other media.The content characteristics and existing problems of WeChat official account of "Jiuzhaigou" are that the content of WeChat official account of Jiuzhaigou is distinctive and the content is visible.Strong,the main body of the account production content.The content of WeChat official account of "Xinjiang Narati Tourism Scenic spot" and "Jiuzhaigou" is the same as the new media,and the overall style is relaxed and lively."Xinjiang Narati Tourism Scenic spot" attaches importance to thecombination of online and offline activities,"Jiuzhaigou" offline activities are very few;"Xinjiang Narati Tourism Scenic spot" has advertisements,"Jiuzhaigou" has no advertising.The similarities and differences between "Xinjiang Narati Tourism Scenic spot" and "Jiuzhaigou" are due to the different nature of managers and the strength of scenic spots.These two methods have certain theoretical and practical significance,which has reference value for the operators of WeChat official accounts in other scenic spots.In the last part of the paper,the author gives the development strategies of "Xinjiang Narati Tourism Scenic spot" and "Jiuzhaigou",such as clear positioning,building brand,using new media technology to create a sense of immersive.Add feedback channels to optimize the communication mode.The author also puts forward some suggestions on how to do better in the content of WeChat public platform in scenic spots,such as refining the communication content,enriching the form of communication,strengthening the interaction with users,and the content.Be king.