文旅微信公众号营销影响力的WCI指数分析——以四川省21个市州为例
WCI Index Analysis of the Marketing Influence of Cultural Tourism WeChat Official Account—Taking 21 Cities and Prefectures in Sichuan Province as Examples

随着互联网信息技术的飞速发展，文旅微信公众号正在成为地方主管部门对外宣传推广的主流社交媒体，对推动文化和旅游业的发展起到了重要影响。本文以四川省21个市州文旅主管部门创建的微信公众号为对象，通过测算其微信公众号的WCI指数值，揭示了四川省21个市州文旅微信公众号的营销影响力。研究结果表明：四川省21个市州文旅部门微信公众号WC指数排名前三位营销影响力较高，分别为文旅成都、文旅凉山、乐山文旅，其WCI数值均大于500，日均更新指数较高，阅读量与点赞量总体较高，但其推文推送时间有待加强规律性；巴中市文化旅游与自贡文化旅游WCI值均低于200，相对水平落后，其推文阅读量与点赞量均偏低，推文时间和频率无规律性。整体文旅主管公众号影响力有待提升，WCI指数两级分化情况较为突出；受众对美景图文类推文较为关注，推文标题对阅读量有较大贡献，有抓取受众眼球的效果。
With the rapid development of Internet information technology, the WeChat official account of culture and tourism is becoming the mainstream social media for local competent departments to promote, which has played an important role in promoting the development of culture and tourism. This paper takes the WeChat official account created by the competent departments of cultural tourism in 21 cities and prefectures in Sichuan Province as the object, and reveals the marketing influence of the WeChat official account of cultural tourism in 21 cities and prefectures in Sichuan Province by measuring the WCI index value of its WeChat official account. The research results show that the top three WeChat official account WC index of cultural and tourism departments in 21 cities and prefectures of Sichuan Province rank high in marketing influence, namely, cultural and tourism Chengdu, cultural and tourism Liangshan, and cultural and tourism Leshan. Their WCI values are all greater than 500, the daily average update index is high, and the reading amount and liking amount are generally high, but the regularity of their tweeting time needs to be strengthened; The WCI values of Bazhong City’s cultural tourism and Zigong’s cultural tourism are both below 200, which is relatively backward. The reading and likes of their tweets are both low, and the time and frequency of tweets are irregular. The influence of the overall official account of cultural and tourism executives needs to be improved, and the two levels of WCI index differentiation is more prominent; The audience pays more attention to beautiful scenery graphic and textual analogies, and the title of the tweet contributes greatly to the reading volume, which has the effect of catching the audience’s attention.