A Study of Tourism Destination Official Microblog Marketing Based on Content Analysis

As a newly born social media, microblog not only help tourist to make travel decision and share experience, but also play a great role in providing public service and promoting tourism destination. Although microblog has become mainstreams promotion channel for tourism destination, its marketing effect varied greatly, thus making it a topic for this paper. The research firstly selects several typical tourism destination microblog samples. And then integrating the results of content analysis, the paper put forward and revised the Tourism Destination Microblog Content System through literature review and expert consulting. Finally, based on tourist´s cognitive and interest characteristics, this paper draw a conclusion on optimizing microblog´s marketing effect from five aspects.