CAJ | 학술논문

通过对115个旅游官方微博发布的194个有奖转发活动进行内容分析和编码，从而解构了活动微博的内容结构特征，并基于此构建回归方程分析了旅游官方微博短期营销活动绩效的影响因素。研究结果表明，活动绩效主要是受到官方微博粉丝基数、活动奖励和持续时间的影响，而活动任务要求的影响作用则十分有限，微博中对于品牌曝光的次数并没能产生显著的影响。依此为旅游官方微博短期营销活动的开展和活动微博的设计提出建议。
통과대115개여유관방미박발포적194개유장전발활동진행내용분석화편마，종이해구료활동미박적내용결구특정，병기우차구건회귀방정분석료여유관방미박단기영소활동적효적영향인소。연구결과표명，활동적효주요시수도관방미박분사기수、활동장려화지속시간적영향，이활동임무요구적영향작용칙십분유한，미박중대우품패폭광적차수병몰능산생현저적영향。의차위여유관방미박단기영소활동적개전화활동미박적설계제출건의。
Microblog has become a popular government-public communication platform for its convenience friendliness in frequent interaction,high participation,and virtual community activities.Under this context,tourism administrative agencies of different levels are using official microblogs to release related information,communicate with netizens and to conduct various kinds of mar-keting activities.This paper collected data from 1 94 prize-giving message reposting activities released by 1 1 5 official microbogs of tourism agencies.After coding and analyzing these messages,we found four fundamental components:activity duration,prize, brand exposure,task requirements.At last,their influence was tested by a regression equation on destination marketing perform-ance in short term.We found that marketing performance is mainly affected by the original number of followers,prize and activity duration.However,the other factors including task requirement and brand exposure don’t have significant influences.According to the above findings,implications were proposed to official microblog marketing and promotional microblog message design.