The Study On Communication Features And Strategies Of Tourism Official Wechat

Today Wechat is widely used as an important communication tool and platform,It has great spread advantages.Government and administrations use the wechat to release and spread government information,It can send the information to the users directly,its interactivity,convenience,precision and other features make official Wechat present a state of prosperity.In recent years,living standard of people is rising,and people pay more attention to the tourism and leisure,as well as the local governments make the further development of tourism resources,tourism market has further prosperity.The tourism wechat official accounts whose main bodies are competent department of tourism,along with the prosperity of the tourism market and various departments paying attention to the tourism,started to become an important category of official Wechat.Tourism official Wechat is quite different from general official Wechat,it has its own development and spreading rules.This paper uses case analysis,comparative research,qualitative research and so on,and uses the "use and gratifications" theory,fragmented mass audience” theory,“brand image building” theory,and takes the tourism official wechat accounts in Shaanxi province as examples,summarizes the current status and existing problems of the development of the tourism official Wechat.The current tourism official wechat is in rapid development phase,and in the view of the basic elements of communication,it has following features: authority has high reputation compared to other transmission platform;because it has double attributes of tourism and government affairs,transmission contents has serviceability,complexion,and contents is fun and aesthetic,cultural,seasonal,and these features are decided by the features of tourism activities;use wechat as platform;abundant,broad-based audience and its diverse function in the process of transmission,etc.At the same time,through the analysis of other samples in Shaanxi province and compared with other tourism official Wechat.this paper argues that there are a series of problems existing the current development of Shaanxi tourism official Wechat,such as:the function of wechat is not clear,and the function of government service is not sufficient;insufficient dig of destination transmission resources,the communication form is not rich enough,lack of stable delivery time and frequency stability,insufficient tourism transmission new idea,the communication subdivision is not clear,and so on.Draw lessons from the current Wechat communication and new experience of the whole media,combining with the characteristics of the spread of tourism,in the future development,tourism official Wechat should pay more attention to communication strategy.For example:position precisely,make the function of tourism official wechat more clear;according to the tourism elements refine transmission contents,make content and organizing form rich,strengthen the intensive operation of tourism official wechat,and strengthen the interaction with the users.