Research On The Optimization Path About Promotion Of Communication Power Of Wechat Public Account Of Tourism Government Affairs

With the development of the 5G era,the government of new media in accelerate the transformation of government functions,promote the construction of a service-oriented government,explore new mode of social governance,improve the ability of social governance burst amazing energy,becoming the party and the government links the perfect tool,the communication among the masses and serve the masses,so also known as "political power" on the tip of the finger.In recent years,people’s yearning for a better life leads a new era of high-quality development of tourism,and tourism is a manifestation of people’s better life.As the National Tourism Administration opened the wechat public account of "China Tourism" in March 2015,tourism administrative departments around the country have also opened the wechat public account of government affairs,and become an important category of wechat public account of government affairs--tourism government wechat public account.Tourism government wechat public account is different from the general wechat public account,which has its own communication characteristics and development rules.It has both the rigor of government wechat public account and the liveliness of tourism wechat public account.Based on the "5W" theory of communication and the4 D theory of marketing,this paper constructs the evaluation model of the communication power of wechat public account of tourism government affairs.And evaluated the communication power of three typical wechat official accounts of tourism administration in Yichun City of Jiangxi Province,namely "Yichun Wenlv","Wanzai Wenlv" and "Mingyueshan Tourism".It concluded that the communication power of current wechat official accounts of tourism administration needs to be improved and the development level is uneven.The official standard thought is serious,the content readability is not high;Communication form one-way output,insufficient effective interaction;The number of management and operation teams is small,and the professional strength is not strong.In view of the problems existing in the practice of communication power of wechat public account of tourism government affairs,the optimization path of communication power improvement is proposed.For example,based on their own characteristics,identify the function positioning,clear development direction;Improve the organization,improve the operation mechanism,to create a communication matrix;Increase economic investment,innovate operation mode and establish professional team;Pay attention to the needs of the audience,refine the communication content,improve the quality of tweets;Optimize menu Settings,improve communication skills,strengthen effective interaction;Pay attention to the details of the document,enrich the form of communication,strengthen the optimization path of accurate push,etc.