微博旅游营销模式_北京市东城区旅游局官方微博案例研究.pdfVIP

2011 9 197 北京第二外国语学院学报 年第 期 （总第 期） 课题组 100005 微博为政府旅游部门进行旅游资源营销提供了全新的平台。本文以北京市东城区旅游局官方微博的运营为 例，探讨了政府旅游部门通过微博进行区域旅游资源营销的有效路径，提出了多渠道的整合营销、加强与受众互动的关 系营销、依托名人进行的病毒式营销、策划热点事件的事件营销以及维系受众情感的湿营销等多种营销策略，以期为区 域旅游的微博营销提供有效可行的借鉴模式。 旅游官方微博；区域旅游微博营销策略；东城区旅游局 F59 A 1003-6539201109-0001-05 ［中图分类号］ ［文献标识码］ ［文章编号］ The Research on Regional Tourism Marketing by Taking Advantage of Microblog ——Example of Beijing Dongcheng District Tourism Administration’s Offi cial Microblog Project Group Beijing Dongcheng District Tourism Administration, Beijing 100005China Abstract ：The microblog has offered a brand-new platform for governmental tourism administrations to conduct the marketing of tourism resources. The paper took the practice of Beijing Dongcheng District Tourism Administration’s official microblog as an example, discussed the effective ways for governmental tourism administrations to conduct the marketing of regional tourism resources by taking advantage of microblog, and brought up a couple of marketing strategies such as multi-channel integration marketing, target-interaction relations marketing, celebrities-relied virus marketing topics-planning events marketing as well as emotion-linked wet marketing, etc, in order to offer a feasible mode , of regional tourism marketing through microblog. Key words tourism official microblog; microblog marketing strategies of regional tourism; Beijing Dongcheng District Tourism Administration 1 500