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Facebook目前是世界上最大的社交平台,各国旅游目的地纷纷在Facebook上建立账号进行旅游营销,而中国旅游目的地也已经有意识地参与到这场国际旅游目的地的竞争中。本文以Facebook杭州旅游专页为例,从品牌塑造、帖文特色、互动活动、广告投放方面探寻中国旅游目的地Facebook专页运营方式。研究发现:(1)品牌塑造依然是旅游营销的核心环节,能够在此基础上整合Facebook专页运营。(2)帖文和活动需和旅游目的地品牌和特色深度结合,并借助于重要议题设置和网络体验营销,以便加强粉丝记忆和感受。(3)广告投放必不可少,但对增加有效互动效果不明显。未来,建议增加Facebook内部意见领袖公关,并尝试加入杭州旅游产品销售。
Facebook is currently the world’s largest social platform, travel destinations all over the world have set up an account on Facebook for travel marketing, and Chinese tourism destinations have also been consciously involved in the competition of this international tourist destination. This article takes Facebook page in Hangzhou as an example to explore the Facebook page mode of operation of China’s tourism destinations from brand building, posting features, interactive activities and advertisement. The findings are as follows: (1) Brand building is still the core of tourism marketing. Based on this, we can integrate the operation of Facebook page. (2) The posts and activities need to be deeply integrated with the brand and characteristics of the destination, with the help of important issues setting and online experience marketing so as to strengthen the fans’ memory and feelings. (3) advertising is essential, but the effect of increasing the effective interaction is not obvious. In the future, it is suggested to increase Facebook internal opinion leaders public relations, and try to join Hangzhou tourism product sales.