随着旅游业的发展,旅游营销方式也呈现出多元化的状态,而在IT经济时代的背景下,网络营销方式已成为旅游营销的重要手段,它的便捷性、交互性和丰富性等优势促进了个人或组织与旅游企业交易活动的实现。其中,旅游微博营销这种营销形式越来越普及,对于旅游微博营销的态度也众口不一。本文即是从微博本身特点、优势和用户需求三个角度来分析旅游微博营销在旅游业的发展中的必要性。 With the development of tourism, tourism marketing has also shown a diversified state. In the era of IT economy, Internet marketing has become an important means of tourism marketing, and its advantages of convenience, interaction and richness Promote the individual or organization and tourism enterprises to achieve the transaction. Among them, the marketing form of travel microblogging more and more popular, the marketing attitude for travel microblogging are also mixed. This article analyzes the necessity of tourism micro-blog marketing in the development of tourism from the perspectives of its own characteristics, advantages and user needs.