微博作为网络营销方式的一种,以其独有的优势成为众多省级政府的主要旅游宣传渠道之一。本文运用DEA综合评价方法,选取我国26个省级政府旅游官方微博作为案例样本,从投入产出角度选择了7项评价指标,对省级旅游官方微博的运营效率进行了测评,并根据测评结果对非DEA有效的旅游官方微博提出了相应的改进建议。 As a way of network marketing, microblogging has become one of the major tourism promotion channels of many provincial governments with its unique advantages. This paper uses DEA comprehensive evaluation method to select the 26 provincial government tourism official microblogging as a sample, from the input-output point of view selected seven evaluation indicators, the provincial tourism official microblogging operational efficiency was evaluated and based on Evaluation results on non-DEA effective travel official microblogging put forward the corresponding improvement suggestions.