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1、哈尔滨工业大学管理学硕士学位论文AbstractAsthedevelopmentandpopularityofmicroblog,microblogmarketing,withitsuniqueaccuratedissemination,transparencyinformationandhumanizedinteraction,isbecomingmoreandmorepopularincompaniesandenterprises.Tourismandhospitalityisatypicalinformation-intensiveindustry,anditisse
2、nsitiveinuserexperience.Becauseofitstimelinessandinteractivity,microblogcanserveasaconvenientwayforenterprisestocommunicateandanswercustomers’enquiriesinatimelymanner.Therefore,howtoutilizeenterprisemicroblogasamarketingtooltoincreasetourismcorporatereputationandperformanceisaninnovationex
3、plorationprocess.DrawingonthequalitativeandquantitativedataanalysesonthemicroblogcontentofthirtytourismandhospitalityenterprisesontheSinamicroblogsite,thisstudyexhibitsthestateofmicroblogmarketingadoptedintourismindustry.Basedonthepropertiesofmicroblog,suchastopic,picture,forwarding,expres
4、sion,etc.,aswellasthepeculiarityandsimplicityofthenetworklanguage,weappliedLDA(LatentDirichletAllocation)modelinmicroblog.TheLDAmodelwasusedfortopicdataminingofthemicroblogs’contentpostedbytourismenterprisemicroblogs.Amultiplelinearregressionmodelwasdevelopedtodescribehowthetopicsofmicrobl
5、ogs’contentinfluencetheeffectivenessofmicroblogmarketing.Theempiricalfindingsshowtourismmicroblogmarketingisinadevelopmentstage.Travellingwebsitesaregoodatmicroblogmarketing,buttherearelotsofdiscriminationsbetweensegmentationsoftourismindustry.Thispapersuggeststhatenterprisemicroblogsshoul
6、dpaymoreattentiontoattractmoreverifiedfollowersandtokeepfollowersactive.Thoughpicturesandshortlinksinmicroblogcanimprovetheeffectofmarketing,tourismenterprisemicroblogsalwaysignoretheimportanceofshortlinks.Moreover,theregressionresultsshowthatblogcontentaboutpromotion,travelandinteractionw
7、illhaveenormousaccelerationontheeffectivenessofmicroblogmarketing.Thisresearchprovidestechnicalandmethodologicalsupportandreferenceforthefollow-upstudiesofmicroblogmarketing,andreasonableoperationalsuggestionsforthetourismenterprisemicroblogs.Keywords:tourisma
