Evaluation Research on Micro-blog Marketing Effect of 5A Scenic Spot in China

DOI

10.2991/msmi-14.2014.85How to use a DOI?

Keywords

Micro-blog, Marketing effect, 5A Scenic Spot, Principal component analysis (PCA).

Abstract

In order to evaluate the micro-blog marketing effect of the 5A Scenic Spots in China scientifically and provide some constructive suggestions, the thesis establishes a kind of evaluation index system on the basis of the user coverage, micro-blog active degree, and the propagation force. With Sina micro-blog as a platform, we select the officially certificated micro-blogs of 74 5A Scenic Spots as data sources, and collect the related data. Using the principal component analysis (PCA), we find out the four principal factors which have great influences on the micro-blog marketing of scenic spots, i.e., the customers’ attention to the resort, the scenic spots’ emphasis on the micro-blog, the interaction between scenic spots and their fans, and the innovation degrees of scenic spots. Through analysis, the thesis classifies the official micro-blogs of these scenic spots: type I (wonderful), type II (fine), type III (ordinary), type IV (poor). The thesis also evaluates the basic situation of the 5A Scenic Spots in China and the shortcomings in micro-blogs’ operation.

Copyright

© 2014, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jin-Ying Wang
AU  - Yu-Kun Guo
AU  - Yin Fang
AU  - Xin-Ye Zhang
PY  - 2014/06
DA  - 2014/06
TI  - Evaluation Research on Micro-blog Marketing Effect of 5A Scenic Spot in China
BT  - Proceedings of the 2014 International Conference on Management Science and Management Innovation
PB  - Atlantis Press
SP  - 479
EP  - 484
SN  - 2352-5428
UR  - https://doi.org/10.2991/msmi-14.2014.85
DO  - 10.2991/msmi-14.2014.85
ID  - Wang2014/06
ER  -