微博为旅游业进行旅游资源营销提供了一个全新的平台。本文通过阐述政府主导型旅游微博营销的现状,探讨了政府主导型旅游微博营销模式的特点及其必要性,同时也指出了其现阶段存在的主要问题,并提出了完善政府主导型旅游微博营销模式的对策,以期为政府的旅游微博营销模式提供有效可行的借鉴。 Weibo provides a brand new platform for travel tourism resources. This essay expounds the current situation of the government-led tourism micro-blog marketing, discusses the characteristics and necessity of the government-led tourism micro-blog marketing model, and also points out the main problems existing in the current stage and proposes the improvement of government-led tourism Weibo marketing model of countermeasures, with a view to the government tourism microblogging marketing model to provide an effective and viable reference.