基于微博媒介的旅游形象测量体系研究——以广西旅游局新浪官方微博为例

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1、STUDYONTHEMEASUERMENTSYSTEMBASEDONTHETOURISMIMAGEofMICRO-BLoGMEDIA——TAl(INGGUANGⅪTOUIUSMBUREAUOFFICIALMICRO．BLOGONSINAASANEXAMPLEABSTRACTTourismimageiSregardedasthecorecompetitivenessofthetourismindustrydevelopment，also，ithasbecomethefocusofattentionoftherelevantdepartmentsandenter

2、prises．Micro—blogasthenewmediaofmodeminfcIrmation．hasbecomeoneoftheimportantmeansoftourismimagecommunication．Basedonthetourismpracticeinthemicro-bloghasbeenachieved．wel‘micro‘‘spreadunlimited}tentialfordevelo,mentachievedaswellasmmro-blogspreadunlimitedpotentialIordevelopmentm‘，the

3、futureontheroad，itisnecessarytostudythemeasurementoftourismimageinmicro．blogmediumforgettingthedisseminationeffectoftourismimage．111ispaperselectedtheTotLrismBureauofficialmicro—blogasresearchplatform，discussedtheproblemoftourismimageinmicro—blog，providedideasforthetourismdestinati

4、onimagebuildinginthemicro-blogoperation．ThispapercombinestheexistingtourismimageresearchesandthementalimagetheoryinCommunicationdiscipline，pointedouttheexistenceof"pseudo—environment”inmicro-blogmedia，andaffectstheimageoftourismdestination．Basedonthis，thispaperanalysisedthetourismi

5、mageofmicro-blogin．depthandpointedoutthreekindofsituationsinthetourismimageinmicro．blog：themainbusinessofmicro—blogexpectedtoconstructthe¨pseudo-environment¨oftourismdestination，themicro-blogmasterconstructstheactual¨pseudo．environment¨oftouristdestination，fansformedtheheadpictureo

6、nthebasisoftheactul”pseudo．environment”whichconstructedbythemicro．blogmaster．Inviewoftheabovethreekindsofcircumstances，thisIIIpaperadvancedtodividedtourismimageinturnintotheintentionalimage，micro．blogemissionimageandfansacceptedimage．Normally,theintentionimageisasloganoftourismdest

7、inationimage，themicro—blogemissionimageandfansacceptedimageiscomingthroughtheextractionofmicro-blogpostsandblogcontentinthecomments．Inordertoaccuratelyunderstandthemicro—blogemissionimageandfansacceptedimage，thismeasuredfromtwoaspectsofimagethemeandemotionaltendency．Contentanalysis

8、isadoptedtomeasuretheme，us