Research On Electonic Word-of-Mouth Of 5A-level Mountain Tourist Attractions Based On Sina Weibo

Electronic word-of-mouth(eWOM)has broken the traditional "person to person" mode of transmission,broken through the "acquaintances circle",and solved the "unsustainable" problem,shown the anonymity,diversity,openness and wide performance characteristics.Network is the preferred way for people to receive information,which is rich in stock,readily available and without cost.This paper takes the eWOM data of 5A-level mountain tourist attraction in Sina Weibo as the research object,and through the manual data collection and content analysis method,screens,collates and analyzes the eWOM data of 69 5A-level mountain tourist attractions nationwide.The main research results are as follows:(1)In terms of the word-of-mouth of travel networks,most travel microblogs do not reveal user experience attitudes,and tourists prefer to regard Sina Weibo as a communication media rather than a comment software;Under the influence of various factors,tourists are less likely to express negative emotions on Weibo.(2)In terms of the content of tourism microblogs: The lack of originality in tourism information microblogs and the follow-up behavior has become the norm;the total number of microblogs in tourism news is relatively low,and the number of scenic spot news is the largest;the expression of tourists' willingness to travel Not much,the overwhelming majority expresses their desire to travel.(3)In terms of online word-of-mouth: Positive tourism eWOM comes from a pleasant travel experience.A good experience can encourage tourists to pass this experience to others.Positive tourism eWOM promotes the promotion of tourism competitiveness.Therefore,the scenic spot managers must pay attention to the shaping and promotion of the tourism eWOM.(4)In terms of eWOM ranking: The largest number of microblogs is Taishan Mountain;the largest number of official microblogs is Huashan Mountain;the largest number of Weibo fans is Huangshan Mountain;the largest proportion of positive eWOM is Wulong;the largest proportion of neutral eWOM is Longhushan Mountain;the largest proportion of negative eWOM is Wuyi Mountain;the largest number of tourist information microblogs is Wutai Mountain;the largest number of tourist news microblogs is Wulong;the most likely tourists are Yulong Snow Mountain;tourists are most willing to visit again is Dajueshan Mountain;Dajushan Mountain also has the most frequent tourist experience;Jiuzhaigou ranks first overall.(5)Sanqingshan Mountain ranks second in the overall ranking of 69 5A-level mountain tourist attractions.The number of tourist information,tourists' willingness to make multiple trips,and the number of microblogs all rank in the TOP10;however,the proportion of negative eWOM and neutral eWOM accounts for poor performance,obtained 54 and 59 respectively.The impacts of eWOM on people's lives can not be ignored,but there have been some problems in the development of scenic spots,such as: the infrastructure of scenic spots is not perfect,the management system of scenic spot staff needs to be improved,the interaction rate of official micro-blog fans in scenic spots is low,and so on.In terms of the current problems mentioned above,for the sake of winning a place in the competition of informationized tourism,the managers should,the scenic area managers should strengthen the infrastructure construction of scenic spots,improve the staff management system of scenic spots,increase the frequency of microblog interactions,establish a feedback mechanism for online evaluation,and strengthen the construction and guidance of tourism Internet reputation in order to lay a solid foundation for the sustainable development of tourist attractions.