A Study On The Optimization Of Tourism-Government WeChat Platform Based On The Theory Of Use And Gratification

As a way of life,tourism has become a kind of �fashion� in the modern society.How to attract and guide tourists to visit local tourist attractions and to develop the tourist industry is the top priority for the tourist sector at.With the support of mobile Internet technology and the popularity of new media in people's lives,following the government microblog,all levels of government seizes the opportunity,and tourism-government WeChat platform also emerges as the era requires.The emergence and development of the tourism-government WeChat platform plays an important role in the development of tourism.In recent years,although the government WeChat platform for tourism has been rapidly developed,and as an important field of the government tourism sector to promote local tourism,its quality is far behind the increase in the development number.Although there are many tourist-government WeChat platforms,there are few typical cases.The main reason is that the tourism-government WeChat platform is not widely known in terms of publicity,short of interest and entertainment in terms of content,and no user dependence in emotional aspects,which led to the needs of users cannot be meet,and tourism-government WeChat platform can not play a role in the promotion of local tourism.As a result,tourism government WeChat platform has been �a potential of the development zone� for a long time,failing to enter the dynamic phase.Therefore,the tourism-government WeChat platform is an urgent need to optimize.At present,most of the researches on government WeChat are based on the government's operation,while few studies on user's needs.This article will be based on the user's needs to devise a questionnaire � �The use and user satisfaction of tourism-government WeChat platform�,And based on the survey results and the theory of �Uses and Gratifications�,this paper comprehensively analyzes the influencing factors of tourism-government WeChat platform frommedia contacts,basic needs,emotional needs,social needs as well as self-actualization needs.And through these factors,the author analyzes the tourism-government WeChat platform to establish a tourism government WeChat platform optimization system,which is a standard to optimize �Xianyang Tourism� government WeChat platform by case study,to verify the rationality and the feasibility of the optimization system of tourism-government WeChat platform by the operation data of �XianYang Tourism� Government WeChat platform.Finally,look forward to the future optimization path of tourismgovernment WeChat platform with the development of science and technology.This paper mainly uses the multidisciplinary content of communication,sociology,mass communication psychology,tourism management and so on to explore the influencing factors and optimization methods of tourism-government WeChat platform.Combined with �Xianyang Tourism� platform,the needs of users in the tourism government WeChat platform are analyzed to explore how to achieve a reasonable optimization of the tourism-government WeChat platform based on the four core elements of government WeChat platform operators,users,transmission mode and the characteristics of the media.