两岸十家SNS网站内容与产品置入分析_以旅游营销为视点

2520107TOURISMTRIBUNE▌J.2003225326－334.5HongYanTaoWei.Tourists’demandsforinterpretativemediaAcasestudyofthemuseumoftheMausoleumoftheNanyueKingJ.TourismTribune2006211143－48..———J.2006211143－48.6LuckM.Educationonmarinemammaltoursasagentforconservation—ButdotouristswanttobeeducatedJ.OceanandCoastalManagement200346943－956.7TangMingdi.AframworkforinterpretationsystemtouristaerasJ.TourismTribune200621164－68..J.200621164－68.AnOptimizationofTouristInterpretationSystemInHeritageScenicAreasBasedonDemandAnalysis———TakingMT.EmeiScenicAreaasAnExampleDENGMing-yan12QINYan31.CollegeofUrbanandEnvironmentalScienceHuazhongNormalUniversityWuhan430079China2.CenterforTourismResearchLeshanTeachersCollegeLeshan614000China3.CollegeofGeographyandResourcesScienceSichuanNormalUniversityChengdu610066ChinaAbstractStudyofinterpretationdemandisthebasisoftheoptimizationoftouristinterpretationsysteminscenicareas.ThepaperbyadoptingquestionnairesurveyandstatisticalanalyticalmethodmakesananalysisofinterpretationdemandinMt.EmeiScenicAreasfromthetwoaspectsofinterpretationmediaandinterpretationcontents.Theresultshowsthattouristshavepreferencestointerpretationmediaandthehighestdemandofinterpretationmediaisinterpretersfollowedbytheguideboardsandsignboards.ThemostinterestingcontentisabouttheoutstandingfeatureofnaturalecologyandBuddhistcultureinMt.Emeifollowedbytourismactivities.Moreovertourists’characteristicissignificantlyrelatedtopartoftheinterpretationcontents.Theanalysisfindsthattouristsinthescenicareasrequireextendinginterpretationcontents.Theinterpretationalsohasafunctionofdiffusingtouristflows.Inaccordancewithfieldsurveysthepaperofferssomemeasuresforoptimizationincludingimprovingmedialayoutstrengtheninginterpretationregardingkeyfeaturesinthescenicareasincreasinginterpretationcontentsandenhancingthequalityofinterpreters.KeywordsMt.EmeiScenicAreasdemandoftouristinterpretationtouristinterpretationsystemstatisticalanalyticalmethodmanagementofscenicareasSNS———123241.“”106102.“”600543.2016204.2314408508509005-02。Thisstudywassupportedbyagrantfromthe“085”projectofShanghaiEducationCommissiontoGELi-fangNo.08509005-02.2010－04－132010－05－281969－、[e-mail][e-mail][e-mail]1985－1983－。SixDegreesofSeparationWeb2.0SNS。SNS。20091125～3163SNS1151SNSSNS。“Facebook”“”。F59A1002－5006201007－0040－07TOURISMTRIBUNE2520107▌1SNSsocialnetworkserviceWeb.2.0、、。SNS、。ACACNielsen①91%1。SNS。Zheng＆UlrikeWeb.2.02。Wan3。SNS。SNS。SNS、SNS。Alexa②SNS1971。96.7%4Facebook、TwitterSNS。SNS。2006“”。SNSSNS。2SNSCole＆GriffithssocialnetworkingE-mail、、、5。Haythornthwaite、6。Zhang＆Salvendy、7。SNS。2.1SNSSNSSNSSNS。Buhalis＆Law8。SNS。Kalyanam＆McIntyre4P4Ps+P2C2S39。SNS、、。SNSDoolinBurgess＆Cooper10SNSSNS。2.2SNS、。“”。Nelson11。、。SNSSNS①②ACNielsen1923。Alexa。2520107TOURISMTRIBUNE▌〇SNS。SNS、、、SNS。3SNS。SNS、。。3.1SNSAlexahttp//、SNS5。5①http//②Facebookhttp//③http//④http//map.answerbox.net/main.php⑤im.tvhttp//①http//②http//③http//④http//⑤http//。3.24Ps+P2C2S3、SNS。“”、“”、“”、“”“”5231SNSA、BC①“3”“2”“1”、“0”。SNS55。3.3SNSD’Astous＆Séguin、、②12SNS、、③。A、BC“1”“2”“3”“4”“1”“2”“3”。44.1SNSSNSABC。0.96。1。Mann-WhitnyUSNS5242。4.2SNSSNS683SNS468。0.9535。4SNSx2124.6394p0.0000.05。SNS“”“”。3、5①②③.———D.2006.//////。SNSSNSSNS、SNSSNS。TOURISMTRIBUNE2520107▌1、SNSTab.1TheFcoreofSNSWebsiteMarketingFunctioninTaiwanandMainlandChinaSNSSNSFace-bookim.tv56455623230000000000133233000013132323233000000000191616121216718201633321303332122212331300010003023232323233332332333333003033333333313337104767512960300000300310131213022222222221111111311131303033311410101068987232323222330323023223122222222303331222026485941064000003333003230303030003300300232223113144423842384426524536SNSλ0.000“”。SNSλ0.029SNS“”、“”“”“”“”。50.3930.05“SNS”。2SNSTab.2TheDifferencesofSNSWebsiteMarketingFunctionBetweenTaiwanandMainlandChinaSNSSNSp7.1035.503.9019.500.0485.5027.55.5027.500.5007.3036.503.7018.500.0284.6023.006.4032.000.2116.0030.005.0025.000.3455.0025.006.0030.000.3455.2026.005.8029.000.4215.2026.005.8029.000.4215.9029.505.1025.500.3455.0025.006.0030.000.3455.5027.505.5027.500.5005.0025.006.0030.000.3456.0030.005.0025.000.3455.1025.505.9029.500.3455.5027.505.5027.500.5005.7028.505.3026.500.4215.5027.505.5027.500.5005.0025.006.0030.000.3454.7023.506.3031.500.2117.0035.004.0020.000.076*5.5027.505.5027.500.5006.3031.504.7023.500.2115.5027.505.5027.500.5007.1035.503.9019.500.0484.7023.506.3031.500.2113.5017.507.5037.500.0165.2026.005.8029.000.4216.0030.005.0025.000.3456.2031.004.8024.000.274*p0.1p0.05。4SNSx2229.2292p0.0000.05。SNS“”“”。3、5SNSλ0.612SNS“”、“”“”“”“”。SNS2520107TOURISMTRIBUNE▌3、SNSTab.3TheCross-tableofPlacementMediaandPlacementTypeofSNSWebsitePlacementPromotioninTaiwanandMainlandChina109311484522889485165T22.518.830.527.347.053.9100.0100.0T89.3100.078.713.761.182.471.035.3%16.06.621.79.633.419.071.035.313040284311984303T15.50.047.693.736.96.310