The Effects Of Tourism Enterprise Microblogging Marketing To Consumer’s Attitude

Microblogging using surge raised by overseas Microblogging website headed byTwitter,is rapidly sweeping the globe with an inresistable extent. Since2007theMicrobloggingwas introduced home,after2009and2010two years of boomingdevelopment, the word Microblogging appeared in our sidemore and more,or even asa sponsor or a disseminator of some wellknown event.InconsiderationofMicroblogging’s big commercialvalue,more and more enterprise are tryingMicroblogging Marketing,to find a new way to broadcast and popularize their productor service,among them their are lots of tourism enterprise such as some wellknownTourism website、 famous travel service and scenicspot.Therefore,discussing theeffects of tourism enterprise Microblogging Marketing to consumer’s attitude andprovide some theoretical bases for the tourism enterprise Microblogging Marketingbecome very necessary.Based on a large number of documents and books study, combininginterviewresults ofmicroblogging operation personnel in tourism enterprise, the paper extractssix factorsfor the tourism enterprises’microbloggingmarketing: textattraction, imagesattraction,microblogging active degree, fans interaction degree, opinion leadersparticipation, microblogging name recognition of executives. And proposesthreeelements of attitude from the ABC attitude model: cognitive attitudes, emotionalattitude and behavior intention (buy imagery) attitude.This article confirms the finalquestionnaire by the wayof the investigation and analysis of the reliability. Anddoesrelated analysis and regression analysis for six factors variables fromtheinvestigation result and the three variables whichconstitute attitude results.The mainconclusions are: text attraction and image attraction arethe mosttwo significantaspectsin three elements which influenceconsumer attitudes bymicrobloggingmarketing developed by tourism enterprise, they have significant positive correlation; The microblogging active degree andconsumers’cognitive attitudes havesignificantly positive correlation, but this positive correlationdoes not exist betweenemotional attitude and purchase intention.At the same time, this paper also puts forward the main strategy to developmicroblogging marketing for the tourism enterprises: affinity type contentconstruction, double karyotype organization structure and active type interactiveframework. The proposed strategieshave some guiding significance for touristenterprises’microbogging account structure and subsequentmicrobloggingmarketing.