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中国旅游城市数字资产榜单出炉 北京居首
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Topic: 中国旅游城市数字资产榜单出炉 北京居首 (Read 248 times)
healtheworld
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中国旅游城市数字资产榜单出炉 北京居首
August 03, 2016, 12:49:51 AM
#1
中国旅游城市数字资产榜近日在北京出炉,国内知名旅游城市北京、上海、杭州等城市上榜。
该榜单在“2016数字话旅游——中国目的地旅游与国民形象论坛”上发布。海南三亚、山东泰安、安徽黄山、福建厦门、江苏苏州、陕西西安和四川成都紧随其后。
数字资产数据包含连接活跃度、信息库存量和口碑推荐量三个指标。其中,信息库存量包括评价对象在互联网上积累的网络信息量、网页信息中对评价对象表现出的正面信息比例;连接活跃度包括消费者与评价对象的连接次数、消费者与评价对象的连接专注程度;口碑推荐量包括互联网上消费者对评价对象评论数量总和、评论信息中对评价对象的正面评论比例等,囊括了旅游消费者从认知、需求、决策到分享的完整流程。
同期发布的还有中国旅游景区数字资产榜、最受消费者关注热门旅游国家与地区、最受消费者好评国内航空公司(包括港澳台地区)、最受消费者好评国际航空公司与中国高端连锁酒店数字资产榜。
依托百度NLP及互联网爬虫技术,本次论坛基于百度全网大数据、穷游网、马蜂窝等社交网站,对以上六大领域的单位及品牌企业进行了检索量、UGC及PGC数据加权计算,以此展现消费者对不同消费板块的关注声量和口碑态度。以上六大榜单中,中国4A、5A级旅游景区、旅游城市、高端连锁酒店均采用数字资产排名。
业界:数字时代游客口碑决定消费决策
中国旅游业正迎来飞速发展的黄金时代,“互联网+旅游”成为新时期旅游业鲜明的时代特征,在此基础上游客的决策模式发生了巨大的改变,更多地通过网络来辅助自己做出更合理的决策。
新浪微博生活及旅游事业部总经理刘奇指出,整个在线旅游特别是移动互联网时代口碑及分享的力量正在拉动用户的消费决策。
“我们发现用户在微博大量讨论的目的地跟用户最终消费决策呈现正相关的效应。在出境游方面,2015年前十大旅游目的地中有七个跟国家旅游局公布的出境用户排行前十大目的地是重合的,呈现了高度重合的效应,用户讨论越多会越多选择这些地方,造成更多的用户微博上对这些目的地进行分享,”刘奇说。
刘奇同时补充说,对旅游目的地的数字经营来说,喜忧参半的情况是好的内容和不好内容在微博上都会被大量分享。
“今年旅游业非常大的事情是上海迪士尼开园。从2015年6月份到今年,上海迪士尼开园的话题在整个微博热门话题排名第一名;消费者遭遇不好旅游体验的时候,微博上也有大量这样信息,今年哈尔滨天价鱼、青岛大虾事件,这些对旅游目的地是非常震撼的,振动旅游局在好客山东上投入了大量资源,但是这些资源的投入很多程度上赶不上青岛大虾对山东旅游品牌的损害。”
百度商业生态研究院常务副院长侯丽斌告诫说,在互联网时代,旅游目的地要注重口碑传播,因为网络媒体威力具有核裂变的可能性。
华扬联众数字技术股份有限公司CEO苏同说,2013、2014、2015年数据的整合,随着社交渗透率的提高会看到真正影响大家对于旅游目的地,对于旅行判断的影响,更多的来自于家人、朋友、同事的影响。
“如果按这个数据来讲,超过80%以上真正决策去到哪里、去哪里玩、跟什么内容产生交互,都是来自于社会化的媒体,来自于自己身边相信的人的时候,我们很明白,以往在电视上投的广告、以往在一些视频渠道里做的所谓独立宣传片,其实这方面的意义已经不是很大了。如果我们都是等待消费者主动的找到你其实是很难的,更多的是你怎样提供有价值的类似让他去分享,已经变成这个行业中最需要关心的。
“在移动互联网时代,以内容分享作为原点,以人作为核心,旅游目的地传播的不止是目的地本身,更多的是旅行的期待。”
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Re: 中国旅游城市数字资产榜单出炉 北京居首
August 03, 2016, 11:09:30 AM
#2
有什么用
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Re: 中国旅游城市数字资产榜单出炉 北京居首
August 03, 2016, 12:59:57 PM
#3
杭州杭州
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Re: 中国旅游城市数字资产榜单出炉 北京居首
August 03, 2016, 01:27:55 PM
#4
吹,使劲吹吧
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中国旅游城市数字资产榜单出炉 北京居首
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