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国内旅游微博营销理论为乡村度假地开展微博营销奠定了理论基础,但与国外微博营销理论相比国内多数研究仅停留于理论探讨层面,不能为其微博营销实践提供实质性的指导。本文借鉴较为成熟的口碑营销5T理论,针对目前我国乡村度假地微博营销实践中存在的问题,通过文献分析法对微博营销和乡村度假地的实际特征进行深入探讨,在5T理论的基础上新增时间要素(Time),构建出乡村度假地微博营销6T模型,即从谈论主体多元化(Talkers)、谈论话题乡村性(Topics)、谈论工具多样性(Tools)、话题
Domestic tourism weibo marketing theory has laid a theoretical foundation for carrying out microblogging marketing in rural resorts. However, compared with the overseas microblog marketing theories, most domestic researches only stay at the level of theoretical exploration and can not provide substantive guidance to their microblog marketing practices . This article draws on the more mature 5T theory of word-of-mouth marketing, in view of the existing problems in the practice of Weibo marketing in rural resorts in our country, and discusses the actual characteristics of Weibo marketing and rural resorts through literature analysis. Based on 5T theory New time elements are added to build a 6T model of Weibo marketing in country resorts, from talking about Talkers, talking about topics, talking about tools, topics,