摘要：随着信息化和网络化浪潮的推进，微博因其方便快捷、快速获取各类信息及即时分享等特点成为最具影响力传播平台，这也为旅游业的发展带来了契机，旅游微博营销为旅游提供了更方便快捷的宣传手段，达到了更让人意想不到的宣传效果。本文主要以探究微博营销可以通过怎样的营销方式及过程吸引旅游消费者最终发生旅游行为为根本目的；通过文献分析和个案研究法，了解微博营销的特点；分析旅游消费者行为发生改变的过程；再通过分析成功的旅游微博营销案例总结经验；最后结合旅游微博案例成功的经验和消费者行为决策过程从微博管理和营销手段对管理旅游微博提出建议，使得旅游微博营销可以吸引更多旅游消费者。92829

毕业论文关 键 词：微博营销，旅游微博，消费者行为

Abstract: With the advancement of information and network tide, microblogging has become the most influential communication platform because of its convenient, quick access to all kinds of information and instant sharing, which also brings the opportunity for the development of tourism。 Microblogging marketing for tourism provides more convenient and efficient means of propaganda and achieved even more unexpected propaganda effect。 This paper mainly explores how the marketing behavior and process of microblogging marketing can attract the tourism consumers to take the tourism behavior as the fundamental purpose。 By the means of literature analysis and the case study, we can understand the characteristics of microblogging marketing, analyze the changes of tourism consumers' behavior process; and then through the analysis of successful tourism microblogging marketing case summary of experience; the final combination of tourism microblogging case successful experience and consumer behavior decision-making process from the microblogging management and marketing means to advise on the management of tourism microblogging, making tourism microblogging marketing can attract more travel consumers。

Keywords:Microblogging marketing, Tourism microblogging, Consumer behavior

目   录

1  前言 3

1。1  研究背景 3

1。2  研究目的和意义 4

1。3  研究方法 4

2  文献综述 5

2。1  微博营销的研究 5

2。2  旅游消费者行为研究 5

3  微博营销的特点 6

3。1  与传统电子营销相比 6

3。2  与新型社交媒体相比 7

4  微博营销影响旅游消费者行为的过程 7

4。1  产生旅游需求 7

4。2  搜索旅游信息 8

4。3  做出旅游评估、选择和购买 8

4。4  旅游过程中的体验 9

4。5  游后评价 9

5  旅游微博营销成功案例的介绍与分析 9

5。1  微博热门话题“带着微博去旅行” 10

5。2  途牛牵手“奔跑吧兄弟” 10

5。3  “我要去红河”旅游营销事件