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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,anditissensitiveinu
2、serexperience.Becauseofitstimelinessandinteractivity,microblogcanserveasaconvenientwayforenterprisestocommunicateandanswercustomers’enquiriesinatimelymanner.Therefore,howtoutilizeenterprisemicroblogasamarketingtooltoincreasetourismcorporatereputationandperformanceisaninnovationexplorationprocess.Dra
3、wingonthequalitativeandquantitativedataanalysesonthemicroblogcontentofthirtytourismandhospitalityenterprisesontheSinamicroblogsite,thisstudyexhibitsthestateofmicroblogmarketingadoptedintourismindustry.Basedonthepropertiesofmicroblog,suchastopic,picture,forwarding,expression,etc.,aswellasthepeculiari
4、tyandsimplicityofthenetworklanguage,weappliedLDA(LatentDirichletAllocation)modelinmicroblog.TheLDAmodelwasusedfortopicdataminingofthemicroblogs’contentpostedbytourismenterprisemicroblogs.Amultiplelinearregressionmodelwasdevelopedtodescribehowthetopicsofmicroblogs’contentinfluencetheeffectivenessofmi
5、croblogmarketing.Theempiricalfindingsshowtourismmicroblogmarketingisinadevelopmentstage.Travellingwebsitesaregoodatmicroblogmarketing,buttherearelotsofdiscriminationsbetweensegmentationsoftourismindustry.Thispapersuggeststhatenterprisemicroblogsshouldpaymoreattentiontoattractmoreverifiedfollowersand
6、tokeepfollowersactive.Thoughpicturesandshortlinksinmicroblogcanimprovetheeffectofmarketing,tourismenterprisemicroblogsalwaysignoretheimportanceofshortlinks.Moreover,theregressionresultsshowthatblogcontentaboutpromotion,travelandinteractionwillhaveenormousaccelerationontheeffectivenessofmicroblogmark
7、eting.Thisresearchprovidestechnicalandmethodologicalsupportandreferenceforthefollow-upstudiesofmicroblogmarketing,andreasonableoperationalsuggestionsforthetourismenterprisemicroblogs.Keywords:tourisma