CAJ | 학술논문

从微信用户满意的角度出发,构建了旅游微信营销满意度测评指标体系,并以河北省旅游局微信公众账号HebeiTourism的微信营销为例,采用重要性-绩效复合分析(IPA)工具,对该指标体系的20项满意度因子进行了评价. 结果显示,河北旅游微信公众账号的微信营销在"界面布局清晰﹑界面易于浏览﹑个人信息的安全性﹑推送信息准确﹑推送信息及时﹑推送信息真实可信﹑推送信息详细全面﹑信息对我出行有帮助"等多数特征项目上的实际感知和期望均得到用户的肯定;但是,在"界面能够体现河北旅游特点﹑隐私受到保护﹑界面自助信息使用方便快捷"等方面用户的满意度和期望值较低,是今后工作改进的重点.
종미신용호만의적각도출발,구건료여유미신영소만의도측평지표체계,병이하북성여유국미신공음장호HebeiTourism적미신영소위례,채용중요성-적효복합분석(IPA)공구,대해지표체계적20항만의도인자진행료평개. 결과현시,하북여유미신공음장호적미신영소재"계면포국청석﹑계면역우류람﹑개인신식적안전성﹑추송신식준학﹑추송신식급시﹑추송신식진실가신﹑추송신식상세전면﹑신식대아출행유방조"등다수특정항목상적실제감지화기망균득도용호적긍정;단시,재"계면능구체현하북여유특점﹑은사수도보호﹑계면자조신식사용방편쾌첩"등방면용호적만의도화기망치교저,시금후공작개진적중점.
From the view of Wechat user satisfaction, the evaluation index system for the satisfaction of Hebei tourism WeChat marketing was re-conceptualized.Taking HebeiTourism—— the tourism WeChat public accounts of Hebei tourism ad-ministration as an example, and using importance-performance analysis(IPA), the 20 key factors of the system were evaluat-ed.Results showed that, for most of the factors, actual perception and exception exceeded importance, and no management attention was required.But for aspects of Hebeitourism characteristics and privacy protection, interface self-help information′s fast and convenient to use, user satisfaction and perception was lower than importance, in future work it′s needed to lay more emphasis on improving these aspects.