Research On The Influence Of WeChat Public Account In Tourist Attractions

With the fierce competition in the tourism market,the We Chat public platform has become an important starting point for the precise marketing and service of tourist attractions due to its advantages of large user base,fast communication speed,and low marketing costs.However,as the We Chat public account is widely used in scenic spots,how effective is the marketing? What are the influencing factors? Other problems also follow.From the existing literature,the research on the measurement of the influence of We Chat public account has become a new research direction in academia.However,the research on the measurement of the influence of We Chat public account of scenic spots has rarely appeared,and it is worth further research.Based on the research of a large number of literature related to the We Chat public account,media influence,and We Chat public account influence of the scenic spot,based on the media influence theory and the AISAS model,from the perspective of the main body of communication and the user,we have constructed The impact measurement index system of 5 first-level indicators and 30 second-level indicators in the interest phase,search phase,action phase,and sharing phase.And use the Delphi method and AHP to screen the indicators and determine the weights,so as to build a model for measuring the influence of the We Chat public account in scenic spots.Finally,taking the We Chat public account of Niushou Mountain Scenic Spot as an example,the operating data from January to December 2019 were selected to measure the impact results.Analyze the measurement results from the overall and the stage respectively,and draw the following conclusions: the influence of the We Chat public account in Niushou Mountain Scenic Area is in a relatively stable state,but the influence level is average.Except for the better scores in the search phase,the scores of influence in the other phases are all at the lower middle level.In view of the existing problems,the strategy of improving the influence of the We Chat public account in Niushou Mountain Scenic Area was proposed from four aspects: strengthening publicity,focusing on content quality,improving feedback mechanism,and promoting secondary communication.