A Study On Factors Influencing User Satisfaction Of WeChat Public Account In Laoshan Scenic Area

With the rapid development of network technology and media technology,new media has gradually penetrated into all aspects of people’s lives,and also brought new technical means and development opportunities for the publicity and promotion of various industries.Tourism industry is a common field of marketing by using new media technology at home and abroad.For tourist attractions,the use of new media is mainly reflected in wechat,microblog,short video,e-commerce,live broadcast and other channels.Among them,wechat official accounts platform,with its obvious communication advantages and huge audience scale,has become one of the most widely used communication tools and network platforms in today’s scenic industry.This paper studies the case-the Laoshan scenic spot also uses the wechat official account as an important way to exchange new media and interact with tourists.Based on TAM theory,media richness theory and perceived interest theory,this paper constructs a model of tourist satisfaction influencing factors of wechat official account and proposes corresponding research hypotheses.Taking Laoshan Scenic Spot as the empirical object,this paper collected data through questionnaire survey,and analyzed the data with spss21.0 and amos21.0 to explore the relationship between perceived usefulness,perceived ease of use,perceived entertainment,media richness,perceived service quality,safety and privacy and tourist satisfaction.In order to explore the factors that affect the user satisfaction of wechat official account in Laoshan scenic spot,this study will provide a theoretical reference for improving the user satisfaction of wechat official account in Laoshan scenic spot.The purpose of this study is to explore the factors that influence the user satisfaction of wechat official account in Laoshan scenic spot and provide a theoretical reference for improving the user satisfaction of wechat official account in Laoshan scenic spot.The research shows that besides the security and privacy variables,perceived usefulness,perceived ease of use,perceived service quality,perceived entertainment and media richness have a positive impact on the user satisfaction of wechat official account in Laoshan scenic spot.At the same time,perceived usefulness,perceived entertainment and perceived service quality have mediating effects on user satisfaction.Based on the above research findings and the marketing status of wechat official account in Laoshan scenic spot,the article puts forward the optimization strategy of wechat official account in Laoshan scenic spot from the following aspects: enriching the presentation mode of content and increasing the content interest;pay attention to practicability and make content planning well;Intelligent optimization,all-round service,maximize the function of the platform;deepen interaction and increase user stickiness;improve the feedback mechanism and solve user problems in time.